The rise of engagement or experimental marketing known as Brand Activation has been trending and in demand, because it generates awareness, interest and positive stimuli rather than only looks. It allows the customer to experience the brand in a personal way, where such experiences are often aimed at educating, motivating and entertaining in order for the customer to appreciate the brand. After all, Consumers should buy into the brand’s ideas, not just the product.
Brands define who they are by creating expectations for their customers, and these expectations provide assurance through what they experience by designing and controlling the brand’s first touchpoint experiences via engagement with customers. Products are understood through its many touch-points and by the creating the right approach marketers can expect positive ROI.
Undeniably, the importance of traditional advertising has lost its loud voice due to white noise. Now people have gained greater access to share experiences with friends via social media and live events. People naturally place more weight on their friends’ experiences and their own with brands and products than on ads. At the same time, our ability to ignore or block advertising is on the rise as well.
Power to the people as they are focused on social media; they’re walking around with their smartphones and updating their statuses and tweeting, so by captivating and aspirational on-ground events people will have more opportunities to share the excitement on their profiles. In order to do so, marketers have to be authentic in creating positive stimuli, and mindful of the emotional reactions that they create in order to make it easy and enjoyable for people to try their brand/product.
Activations involve engaging with consumers in a manner that enables them to feel the brand versus simply being exposed to it. Perhaps only 500 people experience a new product launch at a shopping mall, by the time the event is shared on Facebook or Instagram, the impact is far greater.
Brands all around us, they are what we consume, wear, use so in other words the world is a big branded place, and brand activation solutions can help distinguish brands in a crowded world.
A perceptive by Meraki.