There is much talk about brand building activities such as brand promotion and brand activation in the market.  Almost every major business to consumer (B2C) company has a bespoke brand activation plan in place formulated with the assistance of brand activation specialist.

From P&G to Nestle, BMW and even Harley Davidson, global brands like these, understand the importance of a good brand activation plan and spreading brand awareness. When so many brands are indulging in brand activation, surely they are yielding tremendous results off it.

So what exactly is Brand Activation?

Brand Activation is more than just brand promotion and interaction with customers to boost sales. Brand activation is a well thought-out brand building activity. It helps to create a positive and powerful  image of the brand in the market and distinguishes the product from its competitors. Brand activation boosts brand recall value tremendously.

Over the period, brand activation has become widely popular due to its efficiency and high yielding response. It has grown to encompass various components of marketing like sampling campaigns, off beat marketing, brand engagement, promotions, events, seminars, exhibitions, workshops and various other below- the-line marketing platforms. Brand activation specialist come up with engaging new ideas to project a positive brand image and increase brand recall value.

Selection of perfect platforms and creating a beneficial mix is crucial to the brand’s image. One has to understand and analyze the brand’s USP and formulate a brand activation plan accordingly.

Here’s a list of things you need to bear in mind before chalking out your Brand Activation Plan.

  • Know what you are selling

The underlying strength of any campaign is thorough and in-depth knowledge of the brand and its product. Without understanding the product, one cannot market it convincingly and methodically. Before starting any brand promotion or below-the-line marketing, it is recommended that you study the brand and the product or you employ someone that knows the brand in and out and is passionate about it. Analyze your brand’s strength and weakness and then create a brand activation plan that highlights the best aspect of your brand and product. The goal is to chalk out a plan that resonates perfectly with your projected brand image and personality.

  • Know what you are selling

Your activation location matters greatly too. Your brand activation plan must be designed in accordance with your venue guidelines. Every venue comes with pros and cons and a certain set of rules. You need to follow certain rules and regulations to ensure that your brand activation process goes on without a hitch. Also the audience at every venue differs. For example, if you are promoting in a college campus you need to design a brand activation plan that excites the college goers. Likewise, if you are promoting in a society you need to come with activities that are family centric.

  • Target Audience

An effective plan can only be devised when you study your target group and cater to their demands. Your target audience demographic is among the prime determiners. It is important that you consider their likes and preferences before you go ahead and formulate a brand activation plan for them. Gauge your target group and study their purchasing habits. Once you identify and understand your target group, half the task is done! Thoroughly research your audience and learn what excites them. Know your audience’s pulse and explore it. Customize your brand promotion and brand activation plan according to the intel you have gathered on them and watch how effectively your brand activation campaign works. . Make sure your promotional activities are in sync with your target group’s sensibilities or your plan could backfire and you could end up creating a negative image of your brand in the market.

  • Research before executing

Every brand needs to be treated uniquely for it to generate brand recall value among consumers. Most likely, there might be several products like yours, already existing in the market. Learn and understand your competitor’s advertising and below-the-line marketing strategies. Competition analysis is a very important aspect of your brand activation process. Just like you conduct thorough competition analysis before you launch a new product, competition analysis for marketing purposes is important too. This will give you a brief idea what works and what does not with your target audience. Chalk out your brand activation plan accordingly.

  • Select the right platforms

Financial constraints main restrict you from exploring all the marketing platforms for brand promotion activities. Select ones that suits your brand image best and those that give you more exposure in the market. Create a good mix of various below the line marketing activities that reflects your brand’s ideologies and exploit these mediums. It is not necessary that you use all marketing platforms at hand; using a select few exceptionally well will give you better results instead, especially in the long run.

  • Adapt and Change

Over exposure of any particular campaign may not result in guaranteed sales. To keep tweaking and changing your marketing plan is the norm. Keep a tab on your competitors and their strategies to understand how they refashion their below-the-line brand promotion. Constantly reinvent your plan to maximize sales.

  • Think Long Term

Brand promotion doesn’t guarantee immediate boost it sales. It is a slow process that assures returns in the long term. Brand Activation builds brand recognition and increases brand recall value. It makes your product stand out among the crowd and adds to the brand’s reputation. Be patient since below-the-line marketing takes time to create brand recognition but it assures brand loyalty and even creates brand credibility in the long run.

  • Employ Specialist and Experts

Experienced managers are valuable assets. They have insights in the market and know the tricks of the trade. A btl activation specialist understands below-the-line marketing like no one else and knows how to go about it. He will not only give resourceful suggestion but also make sure they are executed proficiently. Formulate a campaign under the supervision of a brand activation specialist and see your brand grow tremendously.