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Call Your Customers’ Attention: Using Brand Activation at Events

Brand activation is one of the techniques you may want to include in your marketing mix. And there are many ideas that you can execute.

Raising brand awareness and making it known that your business is someone that customers can trust are some of your marketing objectives. There are many ways to do it, but if you want to give your target audience a brand experience that is fun and unique, brand activation should be part of your strategy.

Brand activation has been around for so long, and its effectiveness has been proven. It is one of the executions that will bring you closer to your customers. It will also turn your brand into a somewhat tangible entity, thus helping it become more relevant and relatable.

New businesses and old brands can benefit from this method. And in this day and age, there are many touchpoints and channels that you can use to activate your brand. Here are some of the ideas that you may want to consider:

Build pop-up shops

One of the most popular ways to capture the attention of your target audience is through having them try your products. Sampling in groceries and supermarkets can be considered, but you may want to come up with an interesting twist. Instead, set up pop-shops in unexpected places, such as the sidewalk downtown (get the appropriate permits first). For instance, if you’re selling bottled soy milk, you can have a soy bar where you can demonstrate the flexibility of your products by incorporating other ingredients, such as chocolates and strawberry syrups.

Organize pocket concerts

Music marketing is one strategy that can easily draw in customers. So, you may want to invest in another form of it, such as pocket concerts. You can have a brief pocket concert at malls or parks. If you have the budget, go full-on by working with a pop band. This can be a free event, but you can integrate a purchase component here; for example, people can only attend a concert if they avail of your new product. While you are at it, consider creating a stunt where the band will just randomly play in the area, thus surprising people.

Go off tangent; pay another industry a visit.

Who says you’re supposed to stay within your industry? If you’re brave enough, you may consider visiting other industries and market your products there – chances are, you will find people who actually need or even use your products. For example, if you’re a car company, you may consider hosting a fashion show highlighting collections that can easily match your new line of cars. Add other exciting elements, such as a GIF photo booth.

photobooth props

Invite your customers to a challenge

Brand experience is one of the things that your customers will get from your branded activation. In his regard, you can invite your customers to a challenge. Just take a look at what Xbox did. As they celebrated the release of a new Lara Croft game in the UK, Xbox built a billboard titled Survival of the Grittiest. Customers will literally become part of the billboard and withstand the challenges thrown at them. The last person standing will win a trip inspired by the game.

Use technology

These days, you will find an assortment of technologies and data-based applications that will benefit marketing and advertising campaigns. For instance, you can use augmented reality or AR if you’re selling furniture. A branded AR application may help your prospective buyers simulate the placement of your products in their space.

Before you start: consult an expert

Brand activation may be a buzzword that has been around for a long, long time. But its benefits have always been proven, especially if the campaign has a very strong message. If you want to make the most of your brand activation campaign, you have to work with a reliable events company and even technology firms.

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