Brand activations are a fantastic way of helping companies create genuine connections with consumers, ensuring they leave with a positive impression.
Since 91% are more inclined to purchase after experiencing a brand activation, it’s not a question of ‘should I’ organise one, but rather ‘when do I start?’ However, ensuring the experience is memorable and unique to generate tangible ROI requires a great deal of planning.
From using the right technology to handing out merchandise, brands need to consider a multitude of different touchpoints. With that in mind, here are our five top tips for creating an engaging brand activation.
One of the most important decisions when planning an experiential activation is selecting a suitable venue. Thankfully there are plenty of options when it comes to choosing.
First of all, you should consider your activation goals. For example, are you looking to increase brand awareness, generate leads, showcase a product, or encourage a conversation on social media? Once you know those, you can narrow down the venues that align with your other needs, such as location, capacity, and technical capabilities.
Defining your target audience can be challenging, but once you’ve done that, you’ll find it much easier to plan your marketing efforts around how to reach them.
Consider your audience’s demographics, interests, and perhaps even psychographics to determine what will resonate with them the most, allowing you to plan your branding and messaging accordingly.
While storytelling is an essential element of any successful marketing campaign, it’s the beating heart of experiential marketing.
The most successful activations immerse consumers into the brand story, making them a part of it. This can be done through in-person interactions, digital elements, personalised experiences and encouraging consumers to have their own input, perhaps through social media.
Don’t forget to engage the senses as well. After all, incorporating sensory elements like visuals, touch, and sounds helps contribute to memory recall and can trigger a positive emotional connection.
With so many brands competing for attention, it can be challenging for marketers to make their efforts stand out. Thankfully, experiential brand activations offer an opportunity to create long-lasting and meaningful connections.
There are plenty of ways for brands to surprise consumers. Sometimes organising the activation itself is enough, like a PR stunt or collaborative pop-up. However, it can be a little more complicated at a large-scale event like a festival where hundreds of activations might be taking place. Think about making your activation more interactive with games, activities, and competitions. Or offer consumers something they’ll love, like a free sample or gift.
As mentioned earlier, brand storytelling is fundamental for any successful activation. It strengthens existing customer relationships and builds new ones, and that’s where brand ambassadors play an important role. They enable companies to tell a unique story with passion and enthusiasm, building trust along the way through powerful emotional connections.
The staff you choose to do this are essential for bringing any brand activation together, which is why it pays to spend time putting together an experienced team that will listen to your consumers, convey the right messages, tell an engaging story and make your brand proud.
As the only truly global event staffing partner, we’ve supported many of the world’s top brands in creating unforgettable experiences at some of the biggest and most exclusive events. If you’re interested in finding out how we can take your campaign to the next level, please get in touch with your local Elevate office.