BRAND ACTIVATION, A POWERFUL LEVER FOR DEVELOPING CONSUMER RELATIONSHIPS

Brand activation… you’re going to tell me another crazy marketing term to designate I don’t know what!

The aim of this article is therefore to shed light on the subject but above all to present the advantages of brand activation in your marketing strategy, because it is a powerful lever for making an impression and generating support around a brand in order to make it known and market its products . We will see in this article that “brand activation” can take several forms.

What is brand activation and how does it work?

Activating a brand means making it known to the general public, increasing its notoriety and provoking engagement from the shopper , i.e. triggering an act of purchase .

To trigger this act of purchase, several actions can be initiated with the aim of creating a real experience for the consumer , in short, appealing to their emotions: activities with demonstrations/tastings at the point of sale, sampling, promotions, competitions, etc.

Brand activation can take several forms, for example through customer/consumer events, promotional tours, street marketing actions or even through social media operations (digital activation).

Why use brand activation in your marketing strategy?

The primary goal of brand activation is to create initial contact with the consumer through engagement, unlike traditional advertising, which only promotes a product. The brand’s next task is to build customer loyalty.

Raising awareness of your brand, promoting your event, boosting sales, discovering new products, building customer loyalty, developing your brand image – these are the main objectives of brand activation .

So, now you know a little more about brand activation and its benefits for your marketing strategy, and if it’s still a little unclear, here are some concrete examples produced by CD PUB in 2020:

⭐ Galaxy Buds+ Launch: Samsung Improves Its Wireless Earbuds!

Samsung is launching in 2020 its fourth generation of true wireless headphones (Bluetooth 5.0) equipped with 2 speakers for treble and bass, as well as 3 microphones, i.e. 2 external microphones and 1 internal microphone to pick up voices and neutralize background noise and the promise of record battery life, which would reach 11 hours on a single charge. To highlight these technical characteristics, the brand had to effectively relay the message on the ground . CD PUB therefore called on its sales force dedicated to the brand (therefore well briefed!) accompanied by specific dramatization for better identification in store: dedicated island / POS / Totem / parquet, in order to create a real shopping atmosphere and above all encourage the act of purchasing .

⭐ Promotion of the event “The Box Street Market” organized by Luxexpo The Box

This time it was a brand activation in the context of an event , here in this case a particular context since it was the first edition of a new event entirely redesigned by Luxexpo for the resumption of post-confinement events in Luxembourg (like an outdoor market). Street marketing and in particular mobile displays established themselves as one of the solutions to promote this event by crisscrossing the streets of Luxembourg City with our 3 “advertising bikes” and capturing the attention of as many passers-by as possible with the possibility of winning exclusive vouchers of €250, €150 or €100.

⭐ A brand ambassador to boost sales of the Dolce Gusto Genio coffee machine

With the aim of increasing sales of the latest Dolce Gusto Genio, CD PUB provided the brand with an ambassador and a branded stand whose role was to provide demonstrations supported by a promotional offer : cashback on the purchase of a coffee machine + 6 free boxes of capsules. And to benefit from this promotion, the customer had to scan a QR code or send a text message with the code.

There you have it, now you know what brand activation can bring to your marketing strategy: awareness, brand image and, above all, triggering purchasing actions!

BRAND ACTIVATION, A POWERFUL LEVER FOR DEVELOPING CONSUMER RELATIONSHIPS

What is brand activation and how does it work?

Why use brand activation in your marketing strategy?

There you have it, now you know what brand activation can bring to your marketing strategy: awareness, brand image and, above all, triggering purchasing actions!

And if you need a professional to accompany you, let us know.

WORKING TOGETHER!

To develop your company’s performance and brand image…