Brand activation describes any interaction or experience that allows a brand to connect with a consumer and build a loyal community around its products and services. The main aim of brand activation is to encourage consumers to take action by injecting life into a brand through experiences that result in emotional connections. Brand activations, therefore, are interactions, experiences, or events that facilitate a connection between a brand and the target audience.
Aspect
Explanation
Concept Overview
Brand Activation is a dynamic marketing strategy and process aimed at creating meaningful interactions between a brand and its target audience. Unlike traditional marketing efforts that primarily focus on building brand awareness, brand activation goes further by engaging consumers emotionally and encouraging them to take specific actions. It involves a range of activities and experiences designed to breathe life into a brand, create memorable moments, and foster a deeper connection with consumers. The ultimate goal is to convert passive consumers into active brand advocates.
Key Elements
Brand activation typically incorporates the following key elements: 1. Engagement: The strategy focuses on engaging consumers actively, prompting them to participate and interact with the brand. 2. Call to Action: It encourages consumers to take immediate, measurable actions, such as making a purchase, signing up, or sharing content. 3. Emotional Resonance: Brand activation aims to evoke emotions and forge a strong emotional bond between the brand and consumers. 4. Personalization: Tailoring experiences to individual preferences and needs to enhance relevance and effectiveness. 5. Multichannel Approach: Utilizing various channels, both offline and online, to reach a broader audience. 6. Metrics and Measurement: Implementing tools and metrics to track and assess consumer responses and behaviors, allowing for continuous optimization.
Types of Brand Activation
Brand activation strategies can take various forms: 1. Experiential Marketing: Creating immersive, real-world experiences through events, pop-up shops, and interactive installations. 2. Promotions and Contests: Offering incentives, discounts, or prizes to drive consumer engagement and action. 3. Social Media Campaigns: Leveraging interactive and shareable content on social platforms to connect with consumers. 4. Influencer Partnerships: Collaborating with influencers to extend brand reach and credibility. 5. Cause Marketing: Associating the brand with a social or environmental cause to generate positive sentiment and support. 6. Product Launches: Unveiling new products with creative and engaging marketing strategies.
Benefits and Impact
Brand activation delivers a range of benefits and impacts: 1. Sales Growth: Effective brand activation can lead to immediate sales increases and revenue growth. 2. Enhanced Engagement: It fosters deeper consumer engagement and interaction with the brand. 3. Brand Loyalty: Positive experiences and emotional connections contribute to long-term brand loyalty. 4. Advocacy: Satisfied and engaged consumers are more likely to become brand advocates, promoting the brand to others. 5. Data and Insights: Brand activation campaigns can yield valuable consumer data and insights for future marketing efforts. 6. Competitive Differentiation: Unique and innovative activations can set the brand apart from competitors.
Challenges
Challenges in brand activation include the need for careful planning and execution, the risk of consumer backlash if activations are perceived as inauthentic, the requirement for continuous innovation to maintain consumer interest, and the potential difficulties in measuring the impact of certain activations.
Brand activation is sometimes confused with other brand strategies since it shares the common purpose of building brand awareness and connecting with an audience. However, it is important to reiterate that brand activation refers to single events or campaigns that are designed to elevate a brand among consumers.
Advantages of Brand Activation
Increased Brand Awareness: Engaging activations can boost brand visibility and awareness.
Emotional Connection: Interactive experiences can create emotional connections with consumers, fostering brand loyalty.
Enhanced Product Understanding: Brand activation can help consumers better understand a product’s features and benefits.
Word-of-Mouth Marketing: Memorable brand activations often lead to positive word-of-mouth recommendations.
Competitive Advantage: Well-executed brand activation can differentiate a brand from competitors in crowded markets.
Challenges of Brand Activation
Resource Intensive: Effective brand activations may require significant investments in terms of time, budget, and creativity.
Execution Risks: The success of brand activations depends on flawless execution, and any mishaps can have a negative impact.
Measurement Complexity: Measuring the impact of brand activation activities can be challenging, as it often involves assessing consumer perceptions and behaviors.
Sustainability: Sustaining the momentum created by brand activations over the long term can be difficult.
When to Use Brand Activation
Product Launches: Brand activation can create excitement and anticipation around new product launches.
Rebranding Efforts: When a brand undergoes a rebranding or transformation, brand activation can introduce the changes to consumers effectively.
Building Brand Loyalty: Brands seeking to build long-term loyalty and advocacy among consumers can use brand activation to foster deeper connections.
Competitive Markets: In competitive markets, brand activation can help a brand stand out and capture consumer attention.
Expected Long-Term Impact of Brand Activation
Brand Loyalty: Successful brand activation campaigns can lead to increased brand loyalty and advocacy among consumers.
Enhanced Reputation: Consistent positive experiences through brand activation can enhance a brand’s reputation.
Market Growth: Brand activations that resonate with consumers can drive market share growth over time.
Sustained Engagement: Effective brand activation can lead to ongoing consumer engagement and interaction with the brand.
Related Marketing Strategies
Experiential Marketing: Brand activation often involves experiential marketing, which focuses on creating memorable and immersive experiences for consumers.
Content Marketing: Content can play a vital role in brand activation, as it can be used to tell compelling stories and engage audiences.
Influencer Marketing: Collaborating with influencers can amplify brand activation efforts by leveraging their reach and credibility.
Event Marketing: Many brand activations involve events, whether physical or virtual, to engage consumers directly.
Social Media Marketing: Social media platforms are commonly used to amplify and extend brand activation campaigns.
Brand activation types and examples
To better understand brand activation and how it can be applied across multiple touchpoints, consider the following types with an example included for each.
1 – Experiential marketing
Experiential marketing is one of the most popular ways a business can activate its brand. The approach is used to enable consumers to experience and immerse themselves in the brand as opposed to being told about it by the company.
To market the release of its 2007 debut movie, popular cartoon series The Simpsons built a life-size replica of the show’s Kwik-E-Mart convenience store. Flotation jacket brand Tribord also created a fake drink called “WAVE” that was actually just canned seawater. In so doing, the company intended to mimic the experience of drowning and by extension, associate its brand with water safety.
2 – In-store
Experiential, brand-activating events can also occur in-store and as a result, tend to be the domain of B2C brands.
Department store John Lewis & Partners utilized this form of brand activation during its Penguin Christmas campaign. The company set up a “Monty’s Den” in 42 stores with various features used to tell consumers the stories of characters featured in the advertising campaign. This was facilitated by stuffed toys, clothing, a storybook app for children, and a magical toy machine that allowed kids to scan their toys and transform them into digital characters that moved and danced on a screen.
3 – Events and trade shows
Events and trade shows are another way a business can activate its brand, whether that be through a paid booth, live seminar, or presentation.
Many brands also install pop-up experiences at these events. For example, Vitaminwater installed a misting station at the WayHome Music Festival to allow fans to cool off in the heat. The station was decorated with bright colors that appealed to the company’s target audience while serving a purpose at the same time.
4 – Samples and free trials
Samples and free trials are another way for consumers to experience a brand. To maximize effectiveness, this form of brand activation should be associated with a current event or run in such a way that the consumer does not have an unpleasant or uncomfortable experience. Indeed, for consumers, there is nothing worse than a pushy representative who tries to force a product on them despite their obvious disinterest.
After noticing a Facebook group with more than 100,000 members that wanted to stay the night in an IKEA store, the company allowed a select few to do exactly that. Fans were shown films, read stories by celebrities, and had access to food and drink, massages, and manicures. Most importantly, they could got to experience the IKEA brand by sampling its beds and hospitality.
Case Studies
Company
Brand Activation Strategy
Case Study
Analysis
Coca-Cola
Sponsorship and Event Marketing
Coca-Cola’s FIFA World Cup activations
Coca-Cola’s sponsorship of the FIFA World Cup included marketing campaigns, personalized bottles, and experiential events, engaging fans worldwide and boosting brand visibility.
Red Bull
Experiential Marketing and Extreme Sports
Red Bull Stratos: Felix Baumgartner’s Space Jump
Red Bull’s brand activation with the Stratos space jump created global buzz and showcased the brand’s association with extreme sports and adventure.
Nike
Athlete Endorsements and Brand Events
Nike’s “Just Do It” campaign and Nike Run Club
Nike’s consistent athlete endorsements and events reinforce its brand identity of inspiration, innovation, and performance.
Airbnb
Community Engagement and Local Experiences
Airbnb’s “Live There” campaign
Airbnb’s “Live There” campaign encouraged travelers to immerse themselves in local culture, aligning with its brand ethos of unique and authentic experiences.
Heineken
Interactive Campaigns and Sponsorship Activation
Heineken’s “Dropped” and UEFA Champions League
Heineken’s interactive “Dropped” campaign and UEFA Champions League sponsorship have fostered strong brand engagement and associations.
IKEA
Pop-up Stores and In-Store Experiences
IKEA’s “Open Restaurant” and “Room for Change”
IKEA’s pop-up restaurants and interactive in-store experiences provide customers with a hands-on approach, strengthening brand connection.
Google
Product Launch Events and Online Engagement
Google Pixel smartphone launch events
Google’s product launch events generate excitement and anticipation while showcasing innovation and cutting-edge technology.
Oreo
Social Media Engagement and Timely Marketing
Oreo’s “Dunk in the Dark” during the Super Bowl
Oreo’s real-time marketing during the Super Bowl blackout showcased its agility and ability to capitalize on timely events.
Airbnb
Social Impact Initiatives and Partnerships
Airbnb’s “Open Homes” program
Airbnb’s “Open Homes” program aligns with its brand values by offering free temporary housing to people in need, fostering positive brand associations.
Disney
Intellectual Property and Franchise Expansion
Disney’s acquisition of Star Wars and Marvel
Disney’s acquisition of iconic franchises like Star Wars and Marvel expanded its brand reach and diversified content offerings.
Key takeaways:
Brand activation is interactions, experiences, or events that facilitate a connection between a brand and the target audience.
Brand activation is confused with other brand strategies since most build brand awareness and connect with an audience. However, it is important to note that brand activation refers to specific events.
Brand activation is described across four main types: experiential marketing, in-store, events and trade shows, and samples and free trials.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
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