Are you aware that it takes 5 to 7 impressions for folks to remember a brand? With branding, the aim is to continue making those certain impressions on an ongoing basis. One way to take a look at that is through brand activations.
In this post, we can dive into what brand activations are, how one can strategically plan a brand activation, and give you some ideas to inspire your own branding events.
While a brand activation is a novel event or advertising marketing campaign that is supposed to boost your brand it will have to now not be puzzled with ongoing brand method. So, what does brand activation method appear to be? Let’s dive in now.
Brand Activation Method
Previous to you get started with planning different brand activation events, you need to understand the aim of each separate advertising marketing campaign.
Probably the most best possible tactics to devise one way is to identify your goals. It’s going to neatly be purchaser acquisition, consumer sign-ups, social media engagement, and so on. In the end you’ll want to building up brand awareness, on the other hand, narrowing down your function, a lot more, will make it measurable and potential (hello SMART goals).
Once you know your goals, you’ll have the ability to get started brainstorming relatively a large number of brand activation events or campaigns that you simply’ll have the ability to do to achieve your goals.
For instance, let’s believe your function is consumer sign-ups. One brand activation for that function could be going to a trade show. There you’ll have the ability to be in contact to imaginable customers and then expectantly join consumers on the spot (depending to your possible choices).
Upon getting a listing of ideas, goals, and metrics, it’s time to get started your brand activation plan. You’ll have to decide on one advertising marketing campaign or event to move forward, plan the logistics of that event, and use your brand playbook (with a clear vision, worth propositions for key targets, brand character, character, voice, and evaluations). Needless to say brand activations don’t necessarily want to be events, on the other hand can be sampling campaigns, social media contests, or other digital promoting and advertising campaigns.
Now, let’s go over some ideas that will help you come up with your own brand activation plan. Underneath, we can have the guidelines separated by the use of the aim to give you an idea of how one can strategically brainstorm brand activations.
Brand Activation Ideas
Function: Particular person sign ups
- Experiential promoting and advertising event
- Trade show
- Digital promoting and advertising campaigns
Function: Better impressions/brand awareness
- Sampling advertising marketing campaign (giveaways)
- In-store/virtual events
- Digital promoting and advertising campaigns
- Influencer promoting and advertising
Function: Purchaser acquisition
- Digital promoting and advertising campaigns like PPC, display selling, and so on.
- Interactive events
- Reside demonstrations
Function: Social media engagement
- Social media contest
- Social media movement
- Behind-the-Scenes collection
- Influencer promoting and advertising
Now that we have some ideas, let’s check out some examples of producers that have run very good brand activation events.
Brand Activation Examples
1. Vitamin Water | Brandon
A colleague, Clifford Chi, uses this as a super example of brand name activations. He most often does now not pay so much attention to subway advertisements, on the other hand Vitamin Water’s “Brandon” used to be as soon as so funny, it made him giggle out loud. Then, a few weeks later, when Chi used to be as soon as walking spherical Boston, he strolled earlier Forbes’ Beneath 30 Summit and spotted anyone keeping a sign that discussed, “Need Handshaking Tips?”.
That consumer used to be as soon as a part of Vitamin Water’s “Brandon” promoting and advertising advertising marketing campaign. There were moreover other people of the selling marketing campaign, handing out Brandon’s trade taking part in playing cards, some swag, and even bottles of Vitamin Water.
The funniest (and most impressive) part of the “Brandon” promoting and advertising advertising marketing campaign, although, used to be as soon as that the people acted like they if truth be told worked for Brandon.
Vitamin Water’s “Brandon” advertising marketing campaign resonated with such a large amount of folks because of as an alternative of merely giving subway riders a quick giggle on their option to art work, they made the extra effort to interact with their audience and bring the ad to life. To make problems a lot more non-public, Brandon accepts all of his LinkedIn requests.
2. Revolve | Revolve Pageant
An excellent example of brand name activation is the Revolve Pageant that Revolve holds at Coachella each year (or no less than has for a lot of consecutive years). This is frequently known as the celebrity celebration of the year.
Revolve hand possible choices celebrities and influencers (macro or micro) to celebration while the observe festival is occuring.
Revolve Fest tendencies on social media just about each year it happens because of the influencer marketing that the company focuses on. Influencer promoting and advertising helps the company bring in product sales for its garments line and additional. In fact, influencers drive 70% of sales for the company.
Each and every of the ones gala’s is a brand activation to herald product sales and drive awareness for the logo.
3. HBO | SXSWestworld
To market it the second season of their hit show Westworld, HBO built a miniature copy of the show’s Wild-West-themed amusement park in Austin, Texas for attendees of SXSW 2018 to find.
With over 40 “hosts” who guided attendees on their own unique narrative within Sweetwater, the attendees felt like they’ve been if truth be told in an episode of Westworld, traversing a town filled with trotting horses, troublemaking bandits, and money-hungry gamblers.
The park moreover contained clues of season two’s storyline and new characters, which helped generate a ton of suspense and anticipation for its upcoming premiere.
4. HubSpot | INBOUND
Each and every year HubSpot holds the INBOUND event. This brand activation is a method to drive brand awareness, purchaser sign ups, and ultimately lend a hand our customers in regardless of way we can as a company.
INBOUND is a wonderful example of brand name activation because of this can be a singular event each year that drives engagement and interactivity for HubSpot.
With INBOUND, we can provide an enjoy for our customers and any trade that desires to learn from the most efficient of the most efficient.
5. Netflix | Altered Carbon at CES
At CES 2018, Netflix designed one of the vital essential in taste booths at the event. Then again it didn’t show off the inner workings of their ideas algorithm or their process for green-lighting presentations. It if truth be told spotlighted an concept their show Altered Carbon revolves spherical — immortality.
In their gross sales house, fictional body of workers from Psychasec, the company that provides transfers of their customers’ consciousness to new our our bodies, or “sleeves”, in Altered Carbon, pitched the benefits of their supplier and even displayed some models of their sleeves.
Netflix deeply immersed CES’ attendees throughout the narrative of their hit sci-fi show, and it made them actually really feel like they could if truth be told live endlessly — if best possible Psychasec’s supplier used to be as soon as exact.
6. CALM | Undertaking 84
Inside the U.K., suicide is the number one explanation why for loss of life of men aged 18 – 45. CALM, a suicide prevention charity, decided to spread awareness for the issue by the use of growing 84 life-size sculptures of hooded men, which is the selection of men who take their own lives every week throughout the U.K. and placing them on top of surely one in all U.K.’s top TV neighborhood’s building.
Every sculpture is unique and tells the story of a real person who devoted suicide. And to offer as so much publicity for male suicide prevention as conceivable, ITV, the TV neighborhood CALM partnered with, agreed to air the selling marketing campaign on their morning show and devote 3 days of programming to male suicide. The promoting marketing campaign moreover promoted a petition that urges the government to take suicide further considerably and take greater movement to lend a hand transparent up the urgent issue.
Brand Activation Takeaways
Putting on a brand activation event or advertising marketing campaign will help you building up brand awareness, impressions, and ultimately bring in new customers. With ways like experiential promoting and advertising, digital campaigns, influencer promoting and advertising, and in-person or virtual events, you’ll have the ability to interact and have interaction along with your audience in a private way.
To achieve success with brand activation, you need to focal point to your audience, make your evaluations shareable, and be inventive.
Editor’s bear in mind: This post used to be as soon as firstly revealed in April 2019 and has been up to the moment for comprehensiveness.