By Darren Gilbert

This is precisely why you should seriously consider brand activations. And by ‘consider’, I mean you should at least have a look before you judge and dismiss it.

What is a brand activation?

In order to decide if it’s really for you or not, it needs to be explained.

“[It’s] an effective way for business to connect directly with ... consumers by using memorable and enjoyable interactions,” explains Nicole Rollings, MD of EnOv8 Event Management. In turn, these interactions “provide an opportunity for your target audience to experience your product or service, and the benefits of using it”. 

She says, one only has to look at the work that EnOv8 Event Management did with Ray-Ban Polarized lenses in mall centre courts where consumers had the opportunity to sit in a Jeep while wearing the products. They then shone a bright light on the bonnet, which showed off the immediate benefits of wearing polarized lenses.

Such an activation – in fact all activations when done right – provides trust. And brand loyalty, a point which Christopher de Bod, director of Phat Brand Activation points out. “Trust is key in creating loyalty between consumers and brands.

Why is it so important?

To wonder why it is so important is the same as wondering why food is important to sustain your body.

For Dom Smith, MD of Tinderbox, it’s an essential part of brand marketing. “Without a brand experience, brands are left to compete in cluttered media and advertising space with no real point of differentiation.”

Rollings couldn’t agree more: “Consumers are bombarded with so many marketing messages every day. A brand activation allows you an opportunity to break through the noise of your competitors marketing communications.” And as Rollings continues, if you can get your target audience to interact with your product directly, that makes the process of purchase that much easier.

Isn’t that what you want? An opportunity that breaks down the barriers to purchase? A brand activation allows for that.

What makes them successful?

So then, what makes them successful? Rollings has the answer.

“Engagement on as many levels as possible is the key element,” she says. “Your brand values need to be upheld at every touch point. For example, are the brand activation staff that are conducting the promotion fully trained on your product, brand values and marketing objectives?”

For De Bod, it’s simply a case of having the right combination of experience, creativity and discipline. “[This] unlocks the power of brand activation by aligning each and every element not only with the character of the brand, but also in a style and tone that is appropriate to the audience.”

Meanwhile Smith believes it’s about crafting experiences that fit the target market and environment. “An incentive to drive purchase or trial is the tried and tested methodology – a decent-sized competition carrot or value-add bundle deal [being] the winning formula most times.”

What are your thoughts on brand activations? Have you ever tried it for your business? Have you experienced one that you feel needs mentioned? Tell us below.