The World is a Branded Place
2017-08-21 | by Smollan
How activations help differentiate brands in a crowded marketplace
August 2017 – The process of making a brand well known and loved by consumers is called brand activation. They are a marketing tool which helps brands to interact and connect with their target audience. They open a space for brand education for both existing customers and new customers alike, increasing a brands sale in return.
“The world is the branded place” and activations help differentiate brands in a crowded marketplace. Retailers must invest more in educating and motivating patrons and enabling them to feel the brand, as opposed to just seeing it. This is partly done through a two-way conversation between a brand and consumer which then forms interest that allows customers to ‘see themselves’ in the brand.
Brand activations are a very crucial part of building a positive perception of a brand. Activations are created to build popularity and give the consumer an experience that will make them feel a real personal connection to a brand.
To quote Amanda Hansen’s article in Ad Age: “Brand activation that resonates with customers and achieves results calls for strategic planning that starts with ‘why.’ Why will your target audiences care? Why would they engage? Then focus on the how.”
Some of the main tools that are used for these activations include the following:
- 1. Coupons
- 2. Premium promotional items
- 3. Loyalty marketing programmes
- 4. Competitions
- 5. Samples
- 6. Point-of-purchase displays
This type of marketing strategy allows for creative engagement with customers in the moment, while they are on their retail journey.
We at Smollan, pride ourselves on making it a priority to connect directly with consumers – while building memorability, adaptability and enjoyment of interaction during consumers experience of a brand.
We are experts at inspiring shopper brand choice; converting brand curiosity into commitment and shoppers into buyers. Our international footprint enables us to benchmark global best practice and implement learnings from around the world.
We are above all focused on the future value we add, the outcomes of our work, and the impact it has on the bottom line. We seamlessly and effectively execute targeted shopper-facing activations to create top-of-the-mind awareness, brand visibility, and drive brand education.
As the pivot point between, retailer, brand owner and shopper, it is our obligation to ensure that we make our brands stand out to the desired target audience and motivate brand loyalty.
We are creatively inspiring THE RIGHT brand choices through personalised activations.
Are your favourite brands one of ours?