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Brand activation is sometimes misunderstood and confused with other branding strategies. It is easy to understand the confusion: most branding initiatives are focused on building awareness and connecting with an audience.

Brand activation is a campaign or an event that has a singular goal of elevating your company’s brand. It does not refer to the ongoing, general branding process. For Marketing Strategy Consultants, visit https://www.reallyhelpfulmarketing.co.uk/specialist-services/marketing-strategy-consultant/

Four Types of Brand Activation

1. Marketing experimentation

Engagement marketing is a strategy that involves activating a brand to create an immersive experience in the real world. This allows them to engage with their audience. These experiences are not limited to a specific brand or product, but can also include the values and sentiments that a brand wishes to convey to its audience.

Most experiential campaigns require live participation. This is often part of an event or show. Virtual and augmented realities have also helped to create digital experiential marketing. Virtual tours, interactive content, and games allow your audience to interact with your brand without leaving their homes.

2. Free samples and trial campaigns

Sample campaigns are one of the best ways to activate a brand. It’s simple: You give people a free sample of a product in the hope that they will love it and spend money on it or similar offerings by your brand.

There are right and wrong ways to run a sample campaign. Imagine all the times that you have fought to keep away from an overly eager shopping centre vendor trying to force a sample of a random snack, energy drink, or random item into your hand. You don’t like it, and you won’t remember or check out the brand.

Choose your environment carefully. Don’t accost strangers at unsuitable locations. Consider upcoming events where your target audience will be.

3. Brand activation in-store

Brand activation is designed to create strong bonds between your brand, and its audience. There’s no place better to do a brand activation than the business headquarters.

Retailers and B2C brands are the most likely to use this method. The retailers host events in their stores and provide refreshments and food to their customers. The goal is to leave people with a greater appreciation of these brands and their treatment of customers.

4. Trade shows and industry events

Trade shows and industry events are also a great way to promote your brand. These events, whether you host a live presentation or seminar, or book space on the show floor for a booth with your branding, will boost your brand’s authority and introduce it to new audiences.

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