Potential customers and also but not only digital natives are looking for genuine brand experiences. Experiences that fit their lifestyle. This is brand activation, in which brand experience plays a central role. You create real experiences with your brand that trigger and stimulate interest, trial, and loyalty. These experiences are the perfect occasion to prove the carefully built brand claims of your campaigns and convert them into sales. Brand activation supposes you know your audience very well. The brand experience must be right, or the consumer will walk away, just like they zap away from TV commercials without blinking an eye. This is why it's important to start brand activation only after having completed strategic work in which you define buyer persona profiles and others. You'll get to know your customers, their interests, motivations, and needs. Define who you want to reach and how.
Events, experience marketing, and interaction via social media can play an important role in brand activation, but make sure not to forget your points-of-sale! Recent research by Philips Lighting has demonstrated that in DIY, 70% (!) of shoppers decide which brand and product to ultimately buy when they're in-store. Good old POS material and all other shopper marketing tools such as the set-up of the shelves aren't history, far from it.
A successful brand activation campaign integrates a range of media and communication tools creatively and intelligently. As a brand, you stimulate the interests and loyalty of the consumer. The direct and indirect interaction with the consumer will also help you to fine-tune further and optimise your future actions.
- Defining your brand activation objectives
- Defining your brand activation campaigns based on your personae
- Creating all your brand activation touchpoints
- Implementing your brand activation
- Evaluating and adjusting