What is a Brand Activation?
Brand activations are one of the most effective ways to connect with your target market and have the power to provoke action over every other marketing activity there is. It’s no secret that people make purchasing decisions based on how a brand or product makes them feel. I’m sure we’re all guilty of buying a brand name product that we know is ridiculously overpriced but we don’t care because it makes us feel a certain way.
According to Professor Peter Noel Murray’s in his article ‘The Emotional Core Of Decision Making’, he states that when evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features, and facts). He goes on to explain that this is the primary reason why consumers prefer brand-name products. This is why brand activations are vital to ensuring the long term success of your brand.
Just in case you not to familiar with what a brand activation actually is, here’s a quick explanation:
Brand Activation is a marketing activity that allows your brand to directly engage with consumers by bringing your brand to life via experiences that drive action.
In simpler terms, if you can show someone a good time they’ll be more likely to buy from you!
The aim of brand activations is to interact and engage with your target market in a way that delivers value and show’s them more about your brand than a clever TVC or billboard campaign could ever do on its own.
Brand Activations in Sponsorship
Brand Activations play an integral role in helping brands connect with fans at events.
Generally, brands who have sponsored or partnered with a property will use brand activation as a way to engage with that property’s fan base. Brand activations come in many forms which can range from cleverly crafted social media competitions to pop up marquees with promotional staff handing out product samples. Whatever the medium may be, activations must be designed to drive action to evoke emotions.
Whether it’s the feeling of excitement while your entering the online competition or enjoying the taste of the free ice block you were handed on a hot day on your way into the stadium to watch your favourite team. A well-designed activation that is executed successfully will encourage consumers to take one step closer to purchasing your product.
In summary, Brand Activations are on the rise and today’s best marketers continue to create and innovate ways in which brands engage with consumers. Ultimately it’s all about reaching the right people at the right time with the right message and brand activations play a crucial part in helping brands do so.