When I first discovered or used brand activation as a marketing tool, I was amazed at the simplicity and ability to produce instant results. Yes, I say its instant result. Most marketers are interested in the brand equity brand building because it is easy to run and not easily measured in the short term, that is, market research is required to measure changes in attitudes that have been made by the consumption of media products such as print, electronic and outdoor advertising while the value, brand sales can be measured instantly by doing a volume drive that you can set a specific volume target.
Brand activation in its simplest form is a road show where you bring your brand to people so they can experience the brand. Your favorite band is a brand and as you attend their live performances and feel their music brand directly, it is activation. This is known as a marketing experience and is a popular method for creating brand experiences for customers or consumers. It works really well for Fast Moving Consumer Goods according to my experience.
There are products that are not always on demand and sometimes there is a request. Brand activation is a tactic that you can use to get sales within a limited time frame. The objective is to inform and to educate members of the public about the main attributes of the product and demonstrate it in its use. The benefit of this is that the response is direct because it is interactive. This could be a launch or post launch event. I was intrigued by the concept because soap is soap, and the brand does not exist except in the minds of consumers where perception is reality.
When you switch brands either at home or outdoors, you’ll apply brand attributes and deeper etchings into the consumer’s psyche as they touch feelings and get samples and use your products. This activity not only creates excitement and makes the business wonder why so much money is invested and what the results are. Participation in brand fun activities where multiple prizes can be awarded is based on the purchase of the brand in fact making it easy for sales managers to measure effectiveness through additional sales. That’s the article about brand activation.