6 Benefits of Brand Activation
The term brand activation is thrown around in a lot of marketing meetings and conferences worldwide by experts and professionals. The world is almost all of a sudden obsessed with brand activations and the benefits of branding.
Although BTL activations have been around for a while, many brands and companies have only lately realized its true potential and the numerous benefits of successful branding.
Brand activation campaigns have proven to be very successful and this is why brand activation companies and event activation companies are popping up rapidly in various parts of the world.
The benefits of branding to the manufacturer and brand activation are plenty but before you jump headlong into brand activations, it is crucial that you understand what exactly brand activation is and what exactly it can do for your brand.
What is Brand activation?
Brand activation is one of the most effective BTL activities and is all about creating emotional connections with consumers by using experiences and interactions. It has been a great marketing tool, which helps brands to leave a mark on their customers by creating a strong brand recall. This BTL marketing activity acts as a bridge between a brand and the customer. Brand activation not only makes your brand prominent in the market but also helps in bringing brands to life. Activation activities give tremendous brand exposure and help the brand to build a strong niche for itself in the market.
What are the advantages of branding and brand activation?
Brand activation helps in emphasizing your brand image in the market. Following are some of the benefits of brand activations.
Brand awareness by launching a new product or promoting the existing one
Every new company knows the significance of representing its brand in a positive way. Brand activation is an interactive platform for various companies that helps in empowering brand image and generating maximum footfalls at your activation space, whether it is launching a new product or promoting an existing one. For example, an automobile company launching its new car or promoting the existing one. Such brand activities spread incredible awareness about the brand in the market. With the help of a good brand activation company, you can give your brand an incredible amount of exposure. The advantages of brand awareness are many in the long run and brand activation is the first step towards it.
Strengthens the relationship between the brand and customer
Customers are everywhere, whether it is a corporate activation, mall activation, or society activation. Brand activations not only help you in attracting your target audience but also help in strengthening the relationship between the brand and the customer. On-ground activation helps the brand to engage targeted customers in their own habitat. Such activations not only provide a point of purchase stage but also a platform for the brand to know their customers better and form a bond with them.
Engages potential customers in your experiential space
When it comes to engaging customers in your experiential space, you must surround it with expert professionals. Brand activations can be indoor as well as outdoor. Suppose if you are doing mall promotion, depending on the industry of a respective brand, you can organize contests or games and have an eye-catching environment in your brand activation booth. If your activation space is welcoming, it will not only engage many potential customers in your experiential space but will give you many quality leads.
Helps in getting valuable feedback from the audience
If you are doing a brand activation campaign at malls, corporate events, societies, or any other BTL activation then it will surely attract and influence many potential customers. Apart from their profile details, you will get valuable feedback from your customers. You can create short and easy questionnaires that will help you in knowing what your customers think about you, so you can alter your brand needs according to customer.
Generates high brand recall
Setting up a certain theme at your experiential space, irrespective of the types of brand activation can be a great brand activation idea. The themes are eye-catching and are easy to remember. If the theme at your activation space is unique, it will not only increase footfall but will keep your potential customers engaged at your experiential space.
Creates an emotional connection with customers
As a brand, making some kind of emotional connection with your customers is imperative. Brand activation creates many experiences, as a brand, it is your first experience, and to make it memorable you should put the right kind of impact on your customers. If you want your potential customers to be long-term clients, you have to open a two-way dialogue about your brand and come up with engaging event activation ideas.
Ultimately, compared to other types of experiential marketing activities, brand activation is a brand-building activity and should not be measured as sales-driven activity whatsoever. Of course, every marketer organizing the brand activation activity wants to generate brand revenue eventually, but the main motive of brand activation should be building an emotional connection with your customers by influencing them through your eye-catching creatives.
In order to have a successful brand activation booth, you should have a blend of elements like brand insights, brand budget, branding concept, attention-grabbing creatives, sufficient time, and promotional support. A lucrative combination of all these things will ensure that you receive a high return on your investment.
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