The attraction of brand activation campaigns is in their ability to cultivate a very loyal fan base that will contribute to the generation of leads and sales and driving conversions. This experience takes an integrated approach to provide consumers the opportunity to approach the brand in question in a tangible way that contributes to engaging online dialogue and in-person interactions.
Brand activation campaigns are a relatively great way to build long-term consumer connection to a brand. From an emotional and allegiant perspective, brand activation campaigns trigger a response to create a sense of ownership from a consumer point of view, thus creating the inclination to buy the product. It is this engagement that is the desirable outcome of any brand activation campaign.
So just how can your brand execute a brand activation campaign that succeeds to drive engagement and create an ardent connection to incite the desire to buy? A leading activation agency in Dubai highlights key strategies to creating brand activation campaigns that inspire your target audience to act.
1. Inspire demand
The role of any brand activation campaign is to drive consumer engagement through various marketing channels. Ad campaigns, in-store retail marketing, consumer participation strategies, and experiential events are just some of the ways to use marketing channels to drive consumer engagement.
Any successful brand activation campaign must inspire demand to shift perception among consumers that your brand is favorable to its competitive counterparts. The right mix of strategic and creative ideas will result in an activation campaign that gets to the heart of consumer interests.
By utilizing marketing strategies that tap into consumer passions, activation campaigns can build a positive perception of the brand, encouraging loyalty across desired audiences. This will eventually result in consumer trust, enabling them to confidently purchase.
2. Understand the importance of timing
Today’s competitive marketplace is cluttered with numerous brands all vying for attention from the same desired audience. As such, consumers are plagued with thousands of ads that compete for their time, energy and money. Such bombardment means brands have a limited consumer share to engage with.
In this regard, brands looking to deliver a successful activation campaign that engages consumers must understand their competition at every touch point. Knowing who shares the competitive landscape enables brands to deliver a campaign that drives an experience rather than a choice.
Driving the experience of a campaign differentiates your brand from its marketplace competitors. Brands must leverage their activation campaigns by examining weaknesses and gaps, as well as competing sales messages and prices in the marketplace.
By developing and employing a strategic diagram that maximizes on the perfect timing and exposure, brands are able to differentiate themselves from their competitors. This ensures all marketing touch points, from paid advertising to digital strategies, creates an experience that has a long-lasting impression on its audience.
3. Create a real emotional engagement
When done right, the impact of a brand experience, will warrant sharing, and generate the potential of re-sharing. To generate such an effect, brands must create a campaign that connects the desired audience on an emotional level.
Creating a personal relationship with the desired audience imprints your brand onto consumers, enabling your brand to further attract and engage future consumers.
To create a connection that drives emotional engagement, consider your target market. Each generation looks to specific media platforms before determining when to purchase. Employing activation campaigns through a unique media mix enables your brand to build brand awareness, capitalizing on a consumer’s emotional connection to a brand.
Whether it’s social media, ad campaigns, or peer-to-peer reviews, fostering a multi-layered, multi-purpose approach to activation campaigns drives engagement, enticing consumers to be repeat customers.
4. Determine important metrics
No matter the brand, product, or campaign, no activation can be effective without determining its important metrics. Any activation campaign deployed by your brand must be designed with strategic insights in mind. By employing a strategy that’s fully actionable, your campaigns can work in real time, adjusting and recalibrating according to market forces and movements.
By understanding the important metrics, your campaign is fully actionable, enabling your brand to allocate resources to the necessary channels, creating a multi-sensory experience that drives customer engagement.
Brand activation campaigns are all about positioning your brand in the mind of its target audience, creating loyal advocates that drive engagement and repeat purchases.
They should always be employed to create unique experiences that eliminate the choice of A or B, and diminish hesitation on the part of the consumer. By employing the activation strategies mentioned, your campaigns can create motivated consumers, enabling them to participate in a way that makes them feel like they are part of the company.
Tony Youssef is the co-founder and CEO of Pulsar Group. Pulsar Activation is a full-fledged hassle-free brand activation agency that has been based in the UAE for 10 years, with branches in Beirut and Cairo. Pulsar Production is the “State of the Art” manufacturing facility in the MENA region. Prior to Pulsar, Tony was Managing Director of Mobile – freshness MENA Marketing Solution Company.