Suppose you want to introduce your brand the right way and connect with your audience early on. In that case, you need to consider hosting a brand activation event, campaign and memorable experiences. Brand activation should serve your overall marketing strategy, so make sure you do this right and do it well. We’ll give you a few tips on making the right impression, activating your target audience and increasing ROI.
The essentials
Before you even book the venue, send the invitations and hope for the best possible turnover, you need to sort out the essentials. The first step is defining your brand’s identity before considering the activation. Work on your visual identity, the brand name, the logo and accompanying visuals first.
Next, you need to define your messaging, what you stand for, what you want to achieve, solve and how you want to be recognised as a brand.
These elements must be flawlessly executed first as part of the essential steps. This makes it easier for your brand activation efforts to align with your brand’s values, identity, and tone. The key is to ensure consistency across all important touchpoints, so you’ll ultimately reinforce your brand’s identity in the minds of your audience.
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Define your audience
Not only do you need to define your audience, but you also need to get to know them. Unless you know what they deal with, their needs, and their pain points, you won’t know how to address them. Moreover, this will help you deliver better results than your competitors.
The brand activation event has to resonate with your audience, and knowing them 100% leads to a successful brand activation event.
Research to learn about their preferences, what they struggle with and what could solve their struggles. Use the results to your advantage to tailor your activation to their interests and needs. Build trust and a lasting brand impression by speaking their language and addressing their concerns.
Align marketing strategy with brand activation
You should align brand activation with your overall marketing strategy and business goals for the best results. Don’t view brand activation as a one-time thing – the results will shape your future marketing steps. Also, your initial marketing steps will shape your brand activation.
It’s all connected, and both will contribute to achieving your business goals. If your marketing goal is to triple the number of users by the end of the year, brand activation should contribute to getting more users. That is just one example of how brand activation should reflect and align with the marketing strategy.
Boost social media presence
We all know the drill – we hear about a new brand, so we head to social media to look them up. You need to build your social media presence from the moment you launch your brand. This is the direct path to your ideal customer and target audience.
Once you build your community, invite people to share their content. This is the first step to sparking brand activation. Share user-generated content and show that your brand cares about its community. Next, when you announce the event or campaign, invite attendees to share their experiences on social media using branded hashtags or filters, and consider offering incentives for participation. By leveraging the power of social media, you can amplify your message and reach a wider audience.
Team up with creatives
To ensure the flawless execution of your brand activation event or campaign, you need to have a team of creatives by your side. Collaborate with an event management team to handle everything from turning an idea into a reality to handling logistics, vendor management, and on-site operations.
The attendees should go home with a memorable experience etched into their minds, allowing you to focus on the results and met KPIs. By outsourcing the most stressful elements of any event management, you get to focus on the creative aspects of brand activation.
Generate buzz
The best event is the one everyone speaks about days after it took place. Moreover, in today’s terms of popularity, the best event is the one everyone posts about. Stories, reels, and carousel posts will speak thousands of words and create buzz around your brand.
That’s why you should create a sense of exclusivity or scarcity so you’ll increase demand and create buying around your brand. Think about offering limited edition services or products available only at the event. You can also host a VIP event with exclusive access for those who can spread further word about your brand.
Offer something of value
Apart from creating a sense of urgency and scarcity, you should also offer something of value to your attendees. The so-called brand swag can create a long-lasting impression and have people talking about your brand activation.
From branded merchandise, discounts, or special offers or exclusive access to your products or services, when you offer something of value, you will create a positive association with your brand and drive conversions.
Partner up with people of influence
If you want people to talk about your brand, you must partner with influential people. Nowadays, these people are known as influencers and hold power. Millions of people follow influencers, and you can have millions google your brand if you team up with the right ones. Of course, you’ll only team up with those that fit your budget and have the right target audience behind them. Use their reach to your advantage and work with influencers who fit your brand values.
Analyze the results
If you want to leverage your efforts for future campaigns, you need to analyse the data. Analyse metrics such as engagement, conversions, and ROI to evaluate the effectiveness of your activation and use those insights to inform future campaigns. You can ensure that your brand activations deliver maximum impact by continuously iterating and improving.
Lastly, the key to creating a memorable brand activation is to make it engaging, relevant, and memorable for your target audience. With the right planning, execution, and evaluation, your activation can leave a lasting impression and help build brand recognition, awareness, and loyalty. Plan carefully, team up with the right event management company and align everything with your marketing strategy.
