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Brand Campaign & Activations
Brand Activation is a marketing discipline, and is a relatively new term in the industry. Brand Activation is the art of driving consumer action through brand interaction and experiences. In simple terms, the key aim of these sorts of campaigns is to get consumers to act.
It’s about bringing brands to life via experiences and forming long-term emotional connections.
What is Marketing Activation?
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
- Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.
- Activation based on direct-response marketing will focus on generating immediate sales transactions.
What is product activation in marketing?
Brand activation refers to generating consumer interest by allowing consumers to use a product or experience a service. In this way, the brand's value is "activated," or realized by the consumer, who then connects the value given with the brand and walks away with a strong impression.
Brand Campaign & Activations may include :
Brand Activation campaigns take many forms and may involve some, or all of the following:
• Consumer promotions
• Experiential Marketing
• Digital campaigns
• Shopper Marketing
• Sampling campaigns