BTL Point of view – A good brand activation plan can touch people in a more meaningful way than a TV spot
Brand activation is where different strategic and creative platforms come together to tell an engaging brand story. The different platforms are aligned to help tell the same story and bring the brand to life across multiple touch points. A TV spot can be incredibly powerful but usually only engages the consumer whilst viewing at home. An integrated brand activation plan can touch and engage the consumer in a multitude of different ways at home and out of home 24/7.
Brand activation touch points can vary from simple printed shelf barkers in store, to interactive NFC bus adshels out of store, all the way through to complex pop-up interactive brand events.
Creative and strategic services that combine to make brand activation are typically:
• Shopper marketing – An integrated in-store and out-of-store plan (the traditional and digital touch points that influence pre and post-purchase brand engagement, interaction and loyalty, driving traffic to the product on the shelf for repeat purchase).
• Brand experience – A unique interactive experience that actively brings the brand message to life (multi-platform events that allow people to have a unique experience aligned with the brand story).
• Promotions – A special event aligned with the personality of the brand (promotions that give money off, advertise new products, cross reference other related products and drive traffic to the shelf).
We suggest checking this interesting read on the topic:
“Companies desire a stronger relationship with their customers, making it harder to exchange the products for other offers, both on a functional and on an emotional level. In this highly competitive and individual world companies are increasingly depending on the brand as a competitive weapon…”
Brand Activation By Paul Morel, Peter Preisler and Anders Nyström (Starsky Co).
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