Not many event managers can successfully execute brand activation events, due to their intricacies. It will usually demand some level of experience and expertise not common to many event managers. However, brand activation is a special event whose secret lies in crafting experiential activities that resonate with specific audiences.
This article will take you through powerful insights and strategies that you can deploy for the best result in your next activation event. To execute successful brand activations, you need to understand some crucial factors, such as the pain points of your audiences as related to the products and services you are to introduce. It is about connecting with their feelings, emotions, desires and interests to create trust and confidence that will be mutually beneficial.
But before we get right into it, let us understand what brand activation is to an event manager.
What is brand activation?
Brand activation is a set of activities, especially in an event, that are carried out to engage a set of audiences, or better yet, customers, to raise the recognition of a brand. The major aim of this event is to build a lasting relationship and develop customer loyalty and trust for the brand among the customers.
A well organized brand activation event that makes a lasting impression and promotes consumer participation can have a significant impact on brand perception, customer retention, and, ultimately, company success.
With that established, let us dive into the details.
1. Understanding the audiences for brand activation
Understanding the customers you will be encountering is a very crucial factor in the journey to getting the best result from the event. The significance of understanding the audience is for the organizers and/or businesses to tailor messaging and experiences to their target audience. It also allows for the provision of relevant content and products, which promote deeper connections and increase the likelihood of engagement, conversion, and brand loyalty.
For example, a smart phone and technology company recently introduced their latest smart phone to the market. They simply identified with young tech-savvy individuals as their primary audiences and then connected all activation activities using the outstanding feature on the phone that resonated with them as an anchor.
2. Focus on authenticity
One of the reasons why you have to focus on originality is to be able to cultivate a meaningful relationship with the audience. They have to be able to trust and have confidence in the brand, which leads to successful brand advocacy. In other words, the audience directly or indirectly becomes your brand ambassador, using word of mouth and other means convenient for them to spread the good word about your brand.
For instance, a leading beverage company introduced their latest beverage and used their unique taste to drive connection with their audience. Compared with other beverages on the market, they described their unique taste as original.
3. Involving creative strategies for brand activation
Activating brands with success involves the deployment of creative strategies. This is where many event managers find it uneasy because it entails using a trusted option that delivers results. Creative strategies such as storytelling and experiential marketing are very good options to be considered. These options capture the attention of the attendees, engage them and connect their emotions and feelings with the brand.
The major goal of experiential marketing, otherwise known as engagement marketing, is to allow the attendees or audiences to interact with the brand physically and in a memorable manner too. while story telling strategy entails crafting a narrative through conveying brand values and other properties in a compelling manner to the attendees.
4. Crafting shareable Moments
One cherished moment in a brand activation event, is leveraging on the real time experiences of the audiences. In this digital age, inspiring attendees to share their experience, really goes a long way and has enormous value. Especially when it is shared on social media It helps to spread the visibility of the brand, making it reach a large audience. Furthermore, user-generated material developed during activations serves as genuine endorsements, boosting potential clients’ confidence and credibility.
Content such as photo opportunities, selfie stations and branded backdrops can also boost visual appeal and encourage more sharing opportunities for the attendees.
5. Building Communities
Events professionals can leverage brand activation events to build a community of like-minded individuals, people who share similar values and interests. This event enhances connection, dialogue, and collaboration, allowing participants to engage with one another on a personal level. This community enhances a sense of belonging and togetherness among guests by allowing for meaningful interactions and shared experiences.
For instance, a beverage company notable for the production of a popular energy drink brought together power bikers around their areas of concentration to promote networking among them and especially deepen their connection with the brand. Their intention was to identify with that community, so other prospective customers could see the brand as authentic.
In conclusion, achieving meaningful success in brand activations will depend on effective use of the strategies that have just been offered. However, more research should be conducted to discover better or more refined creative ways of activating brands that will resonate with the ever changing attendee preferences.
