If you are part of the marketing world then you know how frequently terms like brand promotion, brand activation ideas, exhibitions are thrown around. There is a constant speculation and discussion about the difference between brand and product and what is the most efficient way to create a cult status for the brand. To cater to the brands marketing has branched out to into various forms such as below the line marketing and above the line marketing.

The difference between these two forms of marketing is distinct. Above the line marketing believes in mass marketing. The aim of above the line marketing ideas is to spread the marketing message to maximum number of people hence above the line marketing mediums are magazines, newspapers, broadcasts and television. Below the line marketing on the other hand believes in targeted promotions. Below the line marketing ideas aim to deliver the marketing message to a specific target group and most likely in their own habitat. Hence activities such as exhibitions, brand activation, outdoor advertising etc are part of below the line marketing ideas and activities.

Below the line marketing ideas have gained a lot of prominence especially in the last decade or so. Where above the line marketing mediums such as television, print media and radio have failed to garner the desired results, off beat marketing and below the line marketing activities have succeeded tremendously. A novice might get confused between various below the line marketing mediums, especially exhibitions and brand activation.

Both exhibition and brand activation process, do fall under the umbrella of experiential marketing and ideas, however, there is a huge difference between the two. Exhibitions enable you to showcase your brand and products to the market. It gives you a platform to present and demonstrate your latest invention in the market and thus aid in brand promotion. Whereas, brand activation is a process that aids in forming a strong connection between the brand and its consumers.

Exhibitions gives brands a platform to present and showcase their brand alongside other trusted brands. It is a good opportunity to launch products and even spread awareness about the brand in the market. At exhibitions, you can be assured of maximum exposure to a concentrated set of audience categorically interested in your products. Exhibitions pull in a huge range of exhibitors and visitors from all across the globe. Almost every industry has a dedicated exhibition that gives brands working in that industry an opportunity to come together, interact with like-minded professionals, showcase their brands and boost revenue. At exhibitions, almost every visitor is a potential client and hence exhibitions are a golden opportunity to increase your client base and even boost sales.

You also get a chance to lure your competitor’s consumers by showcasing alongside them. Not only do you get a chance to pull more consumers at exhibitions but also an opportunity to gauge your competitions. At exhibitions, you are also introduced to the brands, products and companies and also get valuable insight on your competitor’s products and marketing strategies.

Brand Activation ideas help to stimulate interaction with consumers to build a strong relationship with them that could result in sales. There are various forms of brand activation such as mall activation, society activation, corporate activation, campus activation and retail merchandising. Brand activation enables brands to connect with their consumers in their natural habitat. It a process that helps to add value to the brand image and create a one-one-one relationship with your target group.  When you interact with your audience directly to create a personal connection with them, your consumers directly associate the positive experience with your brand. Brand activation ideas are centered around building a bond with the consumer. It creates a foundation to build a healthy customer-brand relationship the fruits of which are highly valuable in the long term.

Creating an emotional connection with your consumers can yield favorable results especially in the long run. BTL activities can help increase repurchase value and give your brand a cult status in the market. It boosts brand recall value and even increases brand loyalty. A positive image of the brand can help the brand to retain its position in the market and widen its consumer base.