{"id":10424,"date":"2020-10-29T15:40:00","date_gmt":"2020-10-29T14:40:00","guid":{"rendered":"https:\/\/cdpub.lu\/?p=10424"},"modified":"2025-07-03T17:33:45","modified_gmt":"2025-07-03T15:33:45","slug":"brand-activation-a-powerful-lever-for-developing-consumer-relationships","status":"publish","type":"post","link":"https:\/\/cdpub.lu\/en\/brand-activation-a-powerful-lever-for-developing-consumer-relationships\/","title":{"rendered":"BRAND ACTIVATION, A POWERFUL LEVER FOR DEVELOPING CONSUMER RELATIONSHIPS"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section][vc_row][vc_column offset=&#8221;vc_col-lg-offset-2 vc_col-lg-8&#8243;][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>Brand activation\u2026 you\u2019re going to tell me another crazy marketing term to designate I don\u2019t know what!<\/p>\n<p>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\u00a0\u00a0<strong>for making an impression and generating support<\/strong>\u00a0\u00a0around a brand\u00a0\u00a0<strong>in order to make it known and market its products<\/strong>\u00a0. We will see in this article that &#8220;brand activation&#8221; can take several forms.<\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d4a603ed1b2 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d4a603ed1b2 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d4a603ed1b2 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d4a603ed1b2 { line-height:125% !important; }}#ut_custom_heading69d4a603ed1b2 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d4a603ed1b2 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d4a603ed1b2 { text-align:center; } }#ut_custom_heading69d4a603ed1b2 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d4a603ed1b2\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module  \" ><span class=\"\" >What is brand activation and how does it work?<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>Activating a brand means making it known to the general public,\u00a0\u00a0<strong>increasing its notoriety<\/strong>\u00a0\u00a0and\u00a0\u00a0<strong>provoking engagement<\/strong>\u00a0\u00a0from\u00a0\u00a0<strong>the shopper<\/strong>\u00a0, i.e.\u00a0\u00a0<strong>triggering an act of purchase<\/strong>\u00a0.<\/p>\n<p>To trigger this act of purchase, several actions can be initiated with the aim of\u00a0\u00a0<strong>creating a real experience for the consumer<\/strong>\u00a0, in short, appealing to their emotions: activities with demonstrations\/tastings at the point of sale, sampling, promotions, competitions, etc.<\/p>\n<p>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).<\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d4a603f1619 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d4a603f1619 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d4a603f1619 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d4a603f1619 { line-height:125% !important; }}#ut_custom_heading69d4a603f1619 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d4a603f1619 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d4a603f1619 { text-align:center; } }#ut_custom_heading69d4a603f1619 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d4a603f1619\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module  \" ><span class=\"\" >Why use brand activation in your marketing strategy?<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>The primary goal of brand activation is\u00a0\u00a0<strong>to create initial contact with the consumer<\/strong>\u00a0\u00a0through engagement, unlike traditional advertising, which only promotes a product. The brand&#8217;s next task is to build customer loyalty.<\/p>\n<p>Raising awareness of your brand, promoting your event, boosting sales, discovering new products, building customer loyalty, developing your brand image \u2013 these are the main objectives of\u00a0\u00a0<em>brand activation<\/em>\u00a0.<\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d4a603f167d { font-size:20px !important;line-height:125% !important; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d4a603f167d { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d4a603f167d { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d4a603f167d { line-height:125% !important; }}#ut_custom_heading69d4a603f167d { font-weight:bold; }#ut_custom_heading69d4a603f167d { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d4a603f167d { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d4a603f167d { text-align:center; } }#ut_custom_heading69d4a603f167d { text-transform:none; }<\/style><p id=\"ut_custom_heading69d4a603f167d\" data-responsive-font=\"p\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;20&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;20&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;}\" class=\"ut-custom-heading-module  \" ><span class=\"\" >So, now you know a little more about brand activation and its benefits for your marketing strategy, and if it&#8217;s still a little unclear, here are some concrete examples produced by CD PUB in 2020:<\/span><\/p>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>\u2b50\u00a0\u00a0<strong>Galaxy Buds+ Launch: Samsung Improves Its Wireless Earbuds!<\/strong><\/p>\n<\/div>\n<p>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1733236689434{margin-bottom: 15px !important;}&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;.vc_custom_1746109638776{margin-bottom: 35px !important;}&#8221;]<\/p>\n<div style=\"text-align: justify;\">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\u00a0\u00a0<strong>effectively relay the message on the ground<\/strong>\u00a0. CD PUB therefore called on its sales force dedicated to the brand (therefore well briefed!) accompanied by\u00a0\u00a0<strong>specific dramatization<\/strong>\u00a0\u00a0for better identification in store: dedicated island \/ POS \/ Totem \/ parquet, in order to create a real\u00a0\u00a0<strong>shopping atmosphere<\/strong>\u00a0\u00a0and above all\u00a0\u00a0<strong>encourage the act of purchasing<\/strong>\u00a0.<\/div>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;]<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_69d4a603f208d { opacity: 1; }#ut_am_wrap_69d4a603f208e .ut-image-gallery-item-caption-title h3 { letter-spacing: 0em; }#ut_am_wrap_69d4a603f208e .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_69d4a603f208e { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_69d4a603f208e { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_69d4a603f208e { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_69d4a603f208e\" class=\"ut-image-gallery-image \"><div id=\"ut_reveal_69d4a603f208f\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done \"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img loading=\"lazy\" decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image \"  id=\"ut_am_69d4a603f208d\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 750 500'%2F%3E\" data-src=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2024\/12\/photo-1-4.jpg\" width=\"750\" height=\"500\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>\u2b50\u00a0\u00a0<strong>Promotion of the event \u201cThe Box Street Market\u201d organized by Luxexpo The Box<\/strong><\/p>\n<\/div>\n<p>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1733236699062{margin-bottom: 15px !important;}&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">This time it was\u00a0\u00a0<strong>a brand activation in the context of an event<\/strong>\u00a0, 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).\u00a0\u00a0<strong>Street marketing<\/strong>\u00a0\u00a0and in particular\u00a0\u00a0<strong>mobile displays<\/strong>\u00a0\u00a0established themselves as one of the solutions to\u00a0\u00a0<strong>promote this event<\/strong>\u00a0\u00a0by crisscrossing the streets of Luxembourg City with our 3 &#8220;advertising bikes&#8221; and capturing the attention of as many passers-by as possible with the possibility\u00a0\u00a0<strong>of winning exclusive vouchers<\/strong>\u00a0\u00a0of \u20ac250, \u20ac150 or \u20ac100.<\/div>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;]<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_69d4a603f29cd { opacity: 1; }#ut_am_wrap_69d4a603f29ce .ut-image-gallery-item-caption-title h3 { letter-spacing: 0em; }#ut_am_wrap_69d4a603f29ce .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_69d4a603f29ce { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_69d4a603f29ce { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_69d4a603f29ce { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_69d4a603f29ce\" class=\"ut-image-gallery-image \"><div id=\"ut_reveal_69d4a603f29cf\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done \"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img loading=\"lazy\" decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image \"  id=\"ut_am_69d4a603f29cd\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 750 500'%2F%3E\" data-src=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2024\/12\/photo-2-4.jpg\" width=\"750\" height=\"500\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p>\u2b50\u00a0\u00a0<strong>A brand ambassador to boost sales of the Dolce Gusto Genio coffee machine<\/strong><\/p>\n<\/div>\n<p>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1733243328278{margin-bottom: 15px !important;}&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">With the aim of\u00a0\u00a0<strong>increasing sales<\/strong>\u00a0\u00a0of 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\u00a0\u00a0<strong>a promotional offer<\/strong>\u00a0\u00a0: 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.<\/div>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;]<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_69d4a603f3319 { opacity: 1; }#ut_am_wrap_69d4a603f331a .ut-image-gallery-item-caption-title h3 { letter-spacing: 0em; }#ut_am_wrap_69d4a603f331a .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_69d4a603f331a { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_69d4a603f331a { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_69d4a603f331a { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_69d4a603f331a\" class=\"ut-image-gallery-image \"><div id=\"ut_reveal_69d4a603f331b\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done \"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img loading=\"lazy\" decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image \"  id=\"ut_am_69d4a603f3319\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 750 500'%2F%3E\" data-src=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2024\/12\/photo-3-4.jpg\" width=\"750\" height=\"500\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column offset=&#8221;vc_col-lg-offset-2 vc_col-lg-8&#8243;][vc_column_text]<\/p>\n<h3 class=\"wp-block-heading\" style=\"text-align: center;\">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!<\/h3>\n<h3 class=\"wp-block-heading\" style=\"text-align: center;\">And if you need a professional to accompany you, <a style=\"color: #f58220;\" href=\"https:\/\/cdpub.lu\/en\/contact\/\">let us know<\/a>.<\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Activating a brand means making it known to the general public, increasing its notoriety and generating engagement from the shopper, i.e. triggering a purchase.<\/p>\n","protected":false},"author":1,"featured_media":10412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56,58],"tags":[],"class_list":["post-10424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-store-promotion","category-sales-force"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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