When I first discovered or used brand activation as a marketing tool I was amazed at its simplicity and its ability to bring instant results. Yes, I said it, instant results. Most marketers are interested in the brand equity side of brand building because it is easy to execute and is not easily measurable in the short – term, that is, it takes a commissioned market research in order to measure attitude changes that have been brought about by the consumption of media products such as print, electronic and outdoor advertising whilst the value, that is sales volume side of the brand can be measured instantly by carrying out a volume drive which you can set specific volume targets for.
Brand activation in its simplest form is a road show where you take a brand to the people so that they can experience the brand. Your favorite band is a brand and when you attend their live show and experience their brand of music first hand, that is activation. It is known as experiential marketing and is a popular method for creating experiences with the brand for the customer or consumer. It works brilliantly for Fast Moving Consumer Goods according to my experience.
There are products which are not always on demand and sometimes there is a dip in demand. Brand activation is a tactic you can use to gain sales over a limited period of time. The objective may be to inform and to educate members of the public on the key attributes of the product and demonstrate it in use. The benefit of this is that the response is immediate as it is interactive. It can be a launch or post – launch event.
I am intrigued by the concept because a bar of soap is a bar of soap, and brands do not exist except in the minds of consumers where perception is reality. When you activate a brand be it in – home o r in store or even outdoor you are re- enforcing the attributes of the brand and etching even deeper into the psyche of the consumer as they touch feel and get to sample and use your product.
This activity doesn’t just create excitement and leaves the business wondering why so much money was invested and what the return was. Participation in the fun activities around the brand where lots of prizes may be awarded is based on actual purchase of that brand so it is easy for the sales manager to measure effectiveness through incremental sales. When you create opportunities for the brand to come to life in the relevant channels you connect well with consumers and thereby achieving awareness of the brand.