A thing to realize in today’s market is that traditional advertising (radio, TV, print, etc.) alone doesn’t cut it anymore. Rival brands pop up every day and the fight between brands to be at the forefront of consumers’ minds has never been so intense. This is the importance of Brand Activations.

Here’s a definition:

“A BRAND ACTIVATION IS THE ACT OF INDUCING LOYALTY IN CONSUMERS AND DRIVING INTERACTIONS BETWEEN THEM AND A BRAND BY IMMERSING THEM IN BRAND-CREATED (SOMETIMES) TECH-DRIVEN LIVE EXPERIENCES THAT LEAVE THEM WITH LASTING MEMORIES.”

Basically, you (a brand) do something nice for (potential) consumers so when the time comes (i.e. when they’re in stores surrounded by your brand and a ton of other alternatives), they’ll remember and (hopefully) pick yours.

Below are two examples of Nigerian brand activations. (Handled by LIVESPOT.)

1) For the 2017/2018 UEFA Champions League, Heineken organized special live viewings of matches in select parts of Nigeria.  At each viewing, consumers were thrilled with games, good food, and lots of Heineken beer. Here are some pictures from a Lagos edition that took place at Filmhouse House cinemas in Lekki:

2) Maltina celebrated the 2018 International World Happiness Day. By having Happy, the Maltina mascot, surprise people on buses in Lagos by showering them with free bottles of Maltina and other goodies. Check it:

Here’s a quick rundown of things to consider before attempting an activation:

 

Key Values

1) Tapping into consumers’ passions (e.g Heineken using football) using innovative concepts and strategies.

2) Achieving this through the use of activation tactics, such as face-to-face experience events. (E.g. Maltina)

Tactics

These are 3 tactics that can be used:

1) Experiential Marketing: Events organized by brands catering to consumers in which they’re invited to try the products and ask questions while being entertained with games, apps, photo booths etc. The idea is to leave them with memories of being a part of the brand as opposed to just reading about it.

2) Promotional Marketing: Raising awareness for your brand and products by using giveaways, special offers and reward loyalty programs in attempts to increase sales and gain/maintain a loyal customer base.

3) Retail Marketing: This is when a brand decides to have representatives (marketers) approach consumers in stores in an attempt to sway the decision of consumers in their favour. A common tactic is to have shoppers/consumers try/experience a product for free.

 

The importance of brand activations cannot be overstated.

  • In the sea of alternatives, it keeps your brand in the minds of consumers.
  • It can bring life back to a dying brand and reach a whole new potential customer base.
  • The experience can also double as an avenue to get feedback from consumers on ways to improve.
  • Helps to cut through the noise of traditional advertising.

 

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