Being present in the market and using traditional marketing strategies in the dissemination, interaction and creation of engagementit is not always enough for brands to adequately impact the target audience.
Especially in competitive markets, the brand activation either Activation Marketing is a great way to get attention and, mainly, to project an image through differentiated actions.
The search for innovation in this approach mechanism is an increasingly strong trend, as a consequence, it arouses interest in brand activation.
A differentiated experience, that offers more than the image of the company and that is incorporated at an opportune moment, counts for many points. That is what Activation Marketing and its actions with the consumer are all about!
This article will talk a little more about this strategy and how it can be important for companies.
Learn more about its benefits and find out how to apply it!
What is brand activation or Activation Marketing
How many times have you seen a certain brand doing a campaign somewhere like an event, a shopping mall or a party?
They are places where the probability of attracting the attention of the public increases. Activation Marketing takes advantage of occasions like these to show the potential of a certain brand.
This strategy can be explained as a practice by which a company establishes a presence in a certain location to, through outstanding actions, capture the attention of the target audience.
The great differential of brand activation is, precisely, the proposal to offer something of value to peoplebeing able to be a sensory experience, a gift or a prize.
The name is not difficult to understand and, for that, it is first important to talk about the choice of the place where the campaign will be carried out.
This will always be done in a place where the target audience can be found. Regardless of whether or not people are aware of the brand, it is understood that they will be interested in what is offered.
Starting from this principle, the concept of activation can be easily understood, since the idea is simply to expose the brand, that is, activate it in the market and in the opinion of the public.
In the midst of a competitive market, the point that requires the most attention is the way in which this activation is carried out.
The differential in approaching the target audience
Activation Marketing is marked by presenting actions different from other more traditional approaches.
The idea is build an idea about that particular brandand, for that, the company is present at times in which the consumer will be more open to knowing the product or service.
Another common strategy is to associate the brand name with a specific occasion in a brand activation.
For example, brands oriented towards a younger audience tend to carry out Activation Marketing campaigns at large parties.
Among these companies, there are brands from the beverage sector, condoms, running applications and other companies that seek to associate their image with this type of event.
Stocks typically offer something interesting and beneficial to the public.
That can be from a souveniras a free sample, to a differentiated experience, such as participation in a game that offers prizes to the winner.
How important is brand activation for companies
Activation Marketing plays a fundamental role in the strategy of a company that needs to stay in the market and gain space in a certain niche.
Apart from investing in Inbound Marketing, an essential tool in the digital age in which we live, it is essential to be physically present where your target audience is.
Although offline marketing is useful, it is not advantageous to limit yourself to traditional campaigns such as banners, billboards, busdoors, and elevator media.
The 4.0 consumer is increasingly dispersed to this type of resource, that is, it is necessary to sell the value of your brand and an opportune moment. That is, you have to prioritize certain times and not show up at any time.
The standout in the market
Think fast: how many beer brands do you know? If you have contact with alcoholic beverages, at least five brands you will quickly remember.
The markets are competitive and the brands have quality, therefore, it is essential to stand out and, preferably, with the search for innovation and proposal, offer a unique experience.
If your beer brand takes part in a football game, for example, the company is associating its image with sport, a passion for so many people and which has a strong relationship with the drink. This is the case of Heineken, as you can see in this great ad.
To distribute souvenirsproposing games in the stadiums in exchange for samples, among other actions, helps to conquer the consumer, which is not done only with the entry of a quality product on the market.
You may be interested in these other contents:
- What is Digital Marketing or Online Marketing? Find out how to boost your brand with this strategy;
- Blended Marketing: the fusion strategy between online and offline marketing;
- The 81 main types of marketing, explained with visual examples;
- Promotional Marketing: know what this tool is and how to apply it in your corporate strategies.
Know the benefits of Brand Activation Marketing
Companies that practice Activation Marketing manage to capture direct benefits for their activities and position in the market.
The benefits of planning differentiated actions and proposing unique experiences, be it in moments, be it in the offer of products, makes all the difference.
Below, learn about the main benefits that a company reaps by putting Activation Marketing into practice and see how you can grow using this practice.
1. The company associates its brand with habits
When the company positions itself in a specific event, such as the example we presented of the soccer game, it automatically positions itself as the brand that translates the passion for the sport.
Considering the beer industry, this is a very common practice. It has been repeated for years, many brands seek to relate their image to the teams through sponsorship and other mechanisms. This activation generates in the public the idea that football is directly related to the brand.
Heineken is the classic example of Activation Marketing. The brand has produced videos of advertising campaigns derived from some of these activation actions.
The brand is a sponsor of the largest team championship in the world, the Champion’s League.
Red Bull is another brand that works activations in radical sports events and parties, thus forming a company image directed towards the young public, with a more cool.
2. The offer of experiences creates memory
An experience can be unforgettable, but for that it needs to stand out.
This differentiated posture makes the brand capture the public’s attention, make a very good impression and surprise the audience, since what is expected is just traditional advertising and marketing.
It is precisely for this reason that Activation Marketing proposes experiences that involve the consumer and make them part of a fun, enriching and interesting moment.
Participating in that occasion will create memories that will remain vivid in the public’s mind, especially when faced with a purchase decision.
Any positive experience can be considered as a differential nowadays, since the consumer not only looks at quality and price but also recognizes other aspects at the time of completing his purchase.
3. Engagement improves naturally
If the consumer wants more than just consuming a good product, looking for their commitment is essential nowadays.
Today, the public does not want to be only on the other side, experiencing a receptive posture of both information and products. You also want to be part of the production process, dissemination and other actions in which you can participate.
Brand activation, through its differentiated offers, is essential to generate a positive image of the brand in the consumer.
If you are at an event and see or participate in an action that impresses, it increases your sympathy for the company. In this way, in a natural way they increase the interactions in social networks, their reference status and the increase in sales.
How to perform a brand activation
There are many basic ways to apply Activation Marketing or brand activation, that is, putting this strategy into practice at different times and for specific audiences.
The first step is understand where your consumer is and on which occasion they will be more open to those offers.
Based on this information, actions can be created. These will serve as perfect tools to generate a positive impact, cause engagement and then convert.
Take a look at some of the application options:
Sampling is one of the oldest face-to-face marketing actions. It consists of the offer of gifts to generate value and memory in relation to a certain brand.
Free samples can also be offered, this approach is usually done in retail stores such as shopping malls and supermarkets. It is even possible to practice sampling in the physical stores of the brand itself.
The experience engages the public at the moment they participate in an activity that, in the end, will add value.
In this way, brands manage to communicate their position in the market and show how they relate to their audience. The experiences are proposed at events, parties and any occasion attended by the target audience.
The actions in the retailers are also important to involve the consumer in a proposal, which can be the launch of a new collection, for example.
In this case, the idea works very well to activate a campaign or a product that will start to be sold in the market.
The action is done in the brand store, which generally undergoes aesthetic changes to incorporate the desired concept.
Activation Marketing is an established strategy in the market that has been practiced for a long time by leading companies in their segments.
This is an excellent technique to get your brand seen, generate engagement and generate more sales.
Increase your marketing knowledge by downloading this FREE guide!
Complete Marketing Guide!
Download it for free to learn how to create your strategy