What Is Brand Activation and What Are Its Benefits

Majority of marketers are attracted to the brand equity part of brand building as it is easy to carry out and is not easily quantifiable in the short term. That indicates it requires a commissioned market research in order to gauge attitude changes that have been caused by the consumption of media products like outdoor, print, and electronic advertising. The value, which composes the sales volume side of the brand, can be determined right away using a volume drive that you can set precise volume targets for.

Brand activation in its most essential form is a road show that delivers your brand to the people who can then experience on a personal level. Your favorite rock band is a brand and when you watch their live show and experience their music first hand, that is activation at work. It is dubbed as experiential marketing and is a well-known method for creating brand experiences for consumers, especially of fast-moving consumer goods.

Conversely, there are products which are not consistently on demand, and at times there will be a plunge in demand. Brand activation is a strategy you can use to increase sales over a brief period of time. The goal may be to educate the public on the main qualities of the product and show it in use. The benefit is immediate and interactive response.
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The concept is stimulating because, say, toothpaste is toothpaste, and brands are inexistent except in consumers’ minds where perception is reality. Activating a brand – in-store, in-home or even outdoor – lets you re- enforce the attributes of the brand and etch even deeper into the consciousness of the consumer as they touch feel, and sample your product.
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This activity won’t just produce excitement, but also it also ends the business having to wonder why a huge amount of money was spent on the product and what the return was. Involvement in the fun activities around the brand, in which many prizes may be given out, is based on actual purchases of that brand; that makes it easy for the sales team to quantify effectiveness through increasing sales. When you make opportunities for the brand to come alive in the right channels, you connect beautifully with consumers and therefore make them aware of the brand.

Brand activation, in other words, is what really positions your brand as a part of people’s lives, even for a moment. And that is truly what you must aim for- to make people touch your brand, instead of just hearing about your product, giving them a real encounter that has a greater chance of being embedded into their psyche.