How a brand activation takes your marketing strategy to another level
As a business, you want to build relationships with your customers and target audience, and this can sometimes be quite difficult. As an event agency, we find that a brand activation is a very good part of a marketing strategy where increasing brand awareness and building loyalty are set up as goals. By creating a unique experience for your target audience, you have a brand activation that really makes an impression.
What is a brand activation?
A brand activation, often called brand activation, is an event or campaign that is part of your marketing strategy where you actively present your brand to your target audience. The goal of a brand activation is to create an unforgettable experience for your target audience so that they will share it. A brand activation creates direct interaction and contact with your target audience. Outside of business events, this is a great way to speak to your target audience, learn more from them and the perfect opportunity to learn more about them.
Why is it important to organize a brand activation?
There are many different options for brand activations, and it is therefore an important part of your marketing strategy. You can take your brand to the next level by organizing a brand activation. This is because it helps your company create a distinctive and strong image with your target audience by allowing you to take the time to engage with your target audience and really get to know them. As a result, your brand will be better recognized by your target audience, you will stand out from your competition and thus, with a brand activation, you will also increase your brand awareness.
The goal is to create an unforgettable experience and activate and encourage people to interact with your brand. Take Pinterest x Coachella as an example. Pinterest created an immersive experience for its target audience during Coachella this year. Through different activities and opportunities that fit their brand and exuded their image, they created an experience for their target audience that was talked about big on social media and among their target audience. Like many other brands, Pinterest took the opportunity of a major festival like Coachella, where their target audience is abundant, as an opportunity to organize a brand activation to get closer to their target audience and interact.
he goal with a brand activation should be to showcase your brand, and leave a deep impression on your target audience. For this, your brand activation should be full of creativity and innovation because you want to offer the most unique experience that fits your brand identity. However, it is important that it fits with your brand and your business, because if you are only going for the spectacular and there is absolutely no connection with your brand then you will not build an honest and good relationship with your target audience.
The effectiveness and importance of a brand activity for your business is best measured by including a measurable factors in your campaign. For example, look at the number of sales, website visits, increase in followers on social media or even the number of event attendees. There are plenty of ways to measure your results to determine effectiveness and see if you can improve for the next event.
By engaging with your target audience during a brand activation, you will learn more about what they care about and what they associate with your brand. In turn, you can incorporate this into your marketing and communications plan. For example, is there something you are associated with that is not right? Then you can do something about this. Or maybe it's the other way around and your target audience knows nothing about a certain service or product you offer so you can sit down with your marketing and communications team after the event to address this.
The possibilities of a brand activation
A brand activation has many forms and possibilities. Just like Pinterest and many other brands, you can organize a brand activation during big festivals or other events. With this you can come up with the craziest things to interest and appeal to your target group. When doing so, choose an event that suits your brand and where you can find your target audience. Think of a brand activation that attracts people, offers something unique and fits your brand identity.
But you can also organize your own event where you express your brand identity and invite your customers, influencers, and potential new buyers from your target audience. You can reinforce this with the introduction of a new product, for example. This allows new people to get to know your company, but loyal customers are also rewarded with a sneak peek at a new product.
However, there are many more possibilities. For example, if you have an exhibition stand, this is obviously styled in your brand identity but also here you can do different brand activations; for example, a cocktail hour. Also consider sponsoring an event that reinforces your story and identity. In addition, a sample campaign is also part of brand activations; giving out a free product to your target audience so that they try it out and in the hope that they will buy it more often.
Whatever you organize for brand activation the most important thing is to stay close to yourself and your brand. Make sure that your company and brand are behind the brand activation and it connects with your story. It's also important to make sure that your entire brand activation really reflects your brand. Think not only about what you do/give away, but also the decoration of your trade show booth, event, or wherever you are. Brand awareness and recognition only happen if your brand can actually be recognized during your brand activation.
There really are many different brand activations possible, and each type of brand activation has its own benefits and opportunities that can be implemented. By including a brand activation in your event calendar and marketing plan, you will find that you build a stronger connection with your current and potential clients. As an event agency, we believe that creating an unforgettable experience is most important, and we are happy to do this for your guests.
Want to learn more about how your business can benefit from brand activation? Contact us and we will be happy to discuss the possibilities with you!