While the concept has been around for quite some time, ‘brand activation’ is a relatively new term that is used by marketing firms. It refers to the use of creative and engaging methods that encourage customers to feel a personal connection to a brand.
Why does it work?
Brand activation allows your company to stand out amongst competitors. By offering customers unique experiences to connect with your company, your brand becomes more memorable than competitors who may only be marketing through traditional forms, like television ads.
How can I activate my brand?
Experiential marketing: This is a form of marketing that allows potential customers to feel like they are a part of the brand. A great example is from the launch of The Simpsons movie. To coincide with the launch of the 2007 film, 20th Century Fox transformed a number of 7-Eleven stores into Kwik-E-Marts.
A similarly impressive experiential marketing campaign was launched by IKEA, in which the furniture store allowed 100 people to sleep over in its warehouse. At the IKEA Big Sleepover, attendees were provided with manicures and massages, and they had the chance to consult with a sleep expert.
In-store promotions: Experiential marketing campaigns can be quite expensive to run, and in-store promotions are a more affordable alternative. A common example is when a brand offers samples in shops. Brands can also offer a relevant service; one effective example comes from Sensodyne, which provided passers-by at London Bridge with sensitivity checks.
Win Marketing has worked with many clients to help them develop effective branding strategies. For more information and to find out how we can help your company, visit our Branding page or give us a call at: 01509 265890.