media update’s Adam Wakefield spoke to communication professionals to find out what their view on activations are and how they can be used to advance a brand in the right way.

The purpose of an activation

According to Hong Kong-based marketing agency I Love, a brand activation is a means for brands to engage with consumers by tapping into consumers’ senses and emotions to generate interest and action.

It’s about the experience that enables consumers to interact with brands, messaging that will leave consumers with a positive perception of the brand, and it is the amplification strategies that turn consumers into brand advocates.

“Brand activation is a strategic component of marketing that needs to be meticulously planned based on specific goals and objectives of the brands,” the agency says.

For Jerry Ramodike, managing director at Tsalena Media, the outcome is his departure point when defining what activations are.

“An activation is a form of event, with a difference being how the event is done and what the desired outcomes are,” he says.

“Some events are just meant for information sharing, whereas an activation, from my point of view, is based on call to action.”

Kate Haupt, account director at Jenni Newman Public Relations, believes an activation can be defined as one of two things.

“A brand building or sampling opportunity, or beyond that, as a creative execution or concept designed to garner attention, both from those in the immediate vicinity, in the media and through social media,” Haupt says.

“A really clever activation moves far beyond just attracting an audience who are in the area, but creates talkabilty and is likely to be shared via social media or discussed during coffee breaks.”

Strengths and weaknesses of activations

Haupt says a strong activation can keep people talking about your brand for weeks or even years. Positive sentiment associated with an “incredible activation” lives with the audience.

“A remarkable activation can be a concept rather than an ‘event’ and make your brand truly stand out,” she says.

“For example, when MINI South Africa handed out free mirror caps with the South African flag during the 2010 FIFA World Cup, it built massive interest and demand for these caps. Vendors quickly adapted the product and sold them.”

However, hosting an activation that will never garner national media is little more than a product sampling opportunity.

“Unless your activation is something exceptional with a very unique concept, marketers and PR pros will need to manage client expectations of a ‘viral sensation’,” Haupt says.

Further, while planning, clients expect large, attention-grabbing activations with tiny budgets.

“Although this can be done, generally, activations require quite a bit of budget and manpower to make a true success,” Haupt explains.

Ramodike lists the strengths of activations as:
  • An opportunity for face-to-face interaction with your target audience;
  • Interaction with the brand; and
  • An opportunity for instant feedback.
The cons of activations, according to Ramodike, are:
  • They are time-consuming because they require planning and implementation;
  • They are costly; and
  • Can have a limited impact, even though there are strategic ways of getting other audiences involved through social media, OBs on radio and TV.
Are activations effective in South Africa?

Activations are a practised form of marketing around the world, but there are always local factors to consider when using them.

Ramodike says that activations are a more effective marketing and PR tool in South Africa than they were before, but the matter is not as black and white as that.

“In this ever-changing world – psychographics change daily – you need to keep abreast with your target audience almost daily,” he says.

“Direct marketing gives you the advantage to experience your target audience’s behaviour and get instant feedback. A face-to-face meeting always has better results than an SMS, WhatsApp, or phone call.”

He repeats the importance of knowing your audience, especially in a world where research that was relied upon by marketers and PRs, such as the defunct-AMPS, is now irrelevant.

Haupt says events and activations are “certainly a great marketing tool in SA”, but to be that great marketing tool, there needs to be a strong, relevant PR angle to truly garner attention.

“We definitely could be doing more creative activations in SA, as we are seeing globally,” she says.

Activations do not happen in isolation

According to both Haupt and Ramodike, an activation should never take place in isolation from other forms of media.

Ramodike says he cannot imagine any campaign that does not include social media in the media mix, as the effective use of social media can enhance any advertising or communications campaign.

“Traditional media, being TV, radio, print and outdoor, has been perceived to be expensive these days, but they are still relevant. However, stiff competition in social media is forcing marketers to relook at budgets, reduce traditional media spend, and turn that towards social media.”

Haupt says an activation should only act in isolation if it is purely for product sampling, otherwise, they must be considered as important a piece of the campaign puzzle as other forms of marketing.

“All other campaigns should be one ‘big idea’ that connects a campaign with creative activation and PR.”

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