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 indicates it requires a commissioned market research in order to gauge attitude changes that have been caused by the consumption of media products like outdoor, print, and electronic 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 fundamental form is a road show that brings your brand to the people so they can experience it personally. Your favorite musician is a brand and when you go to his live show and experience his music face to face, that constitutes activation. It is dubbed as experiential marketing and is a well-known method for creating brand experiences for consumers, especially of 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 a technique you can use to get sales over a quick period of time. The purpose may be to inform the public on the major characteristics of the product and show it while in use. The benefit is immediate and interactive response.
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The concept is interesting because, say, a bottle of wine is a bottle of wine, and brands are only existent in the minds of consumers where perception rules. Activating a brand – in-store, in-home or even outdoor – lets you re- enforce the attributes of the brand and etch even deeper into the consciousness of the consumer as they touch feel, and sample your product.
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This activity won’t just produce excitement, but also it also ends the business having to wonder why a huge amount of money was spent on the product and what the 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 produce opportunities for the brand to be alive in the important channels, you connect perfectly with consumers and in that way achieve 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 truly what you must aim for- to make people touch your brand, instead of just hearing about your product, giving them a real encounter that has a greater chance of being embedded into their psyche.