Most marketers like the brand equity area of brand building for it is painless to execute and is not easily assessable over the short term. That means it necessitates a commissioned market research that will measure behavior changes resulting from the consumption of media products (for example, electronic, outdoor and print advertising). The value, which composes the sales volume side of the brand, can be determined right away using a volume drive that you can set precise volume targets for.
Brand activation in its most essential form is a road show that delivers your brand to the people who can then experience on a personal level. Your favorite singer is a brand and when you go to his live shows and experience his music in person, that is activation. It is referred to as experiential marketing and is an effective way of building experiences with the brand for consumers, especially when you talk about fast-moving consumer goods.
Then again, there are products that are not constantly on demand, and sometimes there can be a dip in demand. Brand activation is an approach you can use to grow sales over a short period of time. The goal may be to educate the public on the main qualities of the product and show it in use. The advantage of this is that the response will be interactive as well as immediate.
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The concept is stimulating because, say, toothpaste is toothpaste, and brands are inexistent except in consumers’ minds where perception is reality. Brand activation, whether in – home or in store and even outdoor, you are re- enforcing the qualities of the brand and impressing even deeper into the awareness of the consumer while they touch and feel and sample your product.
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This activity won’t only create excitement, but also it also puts a stop to the business wondering why a lot of money was put into the product and what its return was. Being involved in the fun activities conducted around the brand, where a lot of prizes may be handed out, is based on actual brand purchases, and that means it will be easier for the sales team to know effectiveness through growing sales. When you build opportunities to bring the brand to life in the appropriate channels, you connect well with the public and give them awareness of the brand.
Thus, brand activation is what actually makes your brand a part of people’s lives, even for a short period of time. And that is precisely what you have to aim for- to have people touch your brand, rather than simply hearing about your product, giving them a solid encounter that has a better chance of being etched into their consciousness.