brand activation EVENTS AND EXHIBITIONS
Looking for your partner in events start a discussion today. Lets connect the dots
At brand activation E&E, we go about building Strategic Events, Roadshows, In-mall events, Sponsorship Marketing, Destination Marketing, Trade Shows, Mega Retail Promotions (DSMG, ADSS), Industry Conferences ( World Pearl Forum, Fragrance Foundation, City of Gold Conference, Sports Summit) and Sports Events ( WSC, Shekha Hind Tournament)
We provide an end-to-end service. From a client brief, we flush out ideas and bring them to life. We are trusted by Mumbai Events and Promotions Establishment to roll out mega city wide promotions such as Dine and Win campaign, Mumbai Food Festival and similar activations for Shopping centers to promote Shopping in Mumbai. As the leader in such Mega concepts we are retained by Qatar Tourism Authority to partner with their Summer Mall Promotion called Shopping Fun and were recently contracted by Abu Dhabi Tourism and Culture Authority to conceptualize and execute the Abu Dhabi Summer Season Shopping Mall Promotions.
We partnered with some of the biggest global banners like Emaar to roll out events such as The Vogue Fashion Show at Mumbai Mall, The World Pearl Forum, Sport Accord, The City of Gold Conference, Mumbai Shopping Festival International Roadshows and Product launches for several brands including Police, Escada, Givenchy and Chopard.
We are unchallenged in In-mall events. We customize to suit the mall requirement in bringing world class events.
How to work with us
Working with our team is simple. Just get in touch with them or schedule a meeting to discuss your event needs and they can take it from there. They will make sure that you are an integral part of the decision process and you will know that your event with us will be of the highest quality.
Our team also works on a turnkey system, where you can send them a brief of the event and they can get back to you with a proposal and an estimate.
Mall Events
We at brand activation have years of experience in bringing high class events to Malls including Stage Shows, Roaming Acts, Fashion Shows. We also manage the Mall promotions with activations to promote footfall. As a company we manage The Mumbai Shopping Malls Group and run activations throughout the year. We have also successfully executed events for the Abu Dhabi and Qatar Government sectors of Tourism and Culture.
Stage Shows
Roaming Acts
Kids Activity Stations
International Shows
Product Launches
As with any product, the launch creates a big impact in the market. We here at brand activation ensure that your product is launched in the right market, to the right Target Audience and with the extra impact and oomph.
Store Launches
Fashion Brand Launch
Product Launches
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Business Learning Terms
Rented Media: Completing the Paid-Owned-Earned family!!
Posted in Uncategorized
Some of the social platforms, which brands think they own, are actually calling the shot without changing the ownership of platforms. If you are related in any way to digital marketing/digital media, I am sure you would have come across this trinity of media classification: Paid, Owned & Earned. Some of us practically live by this classification every day. But the way media is evolving, I think, the classification needs a relook. Some of the social platforms, which brands think they own, are actually calling the shot without changing the ownership of platforms. As a consequence, brands authority has inconspicuously been moved from being owner to a lessee. Hence, the media also needs to reflect this change, and the apt word for this change is Rented media.
So what is Rented Media?
Media, over which brands have a partial control, would fall under Rented Media classification. What differentiates Rented Media from owned media is the degree of control which brands enjoy over the platform. If a brand has an unconditional control over the media platform, it is classified as Owned Media. A brand website/wap site etc is an example of owned media.
If brand a using a platform where they dont have to pay to be on the platform but the platform is constrained by the terms & conditions of the platform itself, it should be classified under Rented Media. Hence, Facebook would be classified under Rented Media rather than Owned Media, as being classified today. Here are few reasons why I would call it a Rented Media:
1. Organically, posts of a page reach on an average only 16% of the users according to FB. To reach out to more users, brands need to use Sponsored Page post. If the platform was completely owned by a brand, it should organically reach out to people. If people have chosen to like a page, why limit put a limit. First brands pay for people to like their page, and then you have to pay again to make them see your post. Its like using paid media to promote rented media. Sounds like you are living in a rented space than an owing one.
2. FB has issued guidelines for cover pictures of brand pages. If you own the page, use it the way you want. Why should FB define the rules of what is to be put and what is not to be put. Compare this to your website, a really owned medium. You get the difference, dont you!
These are just few points to illustrate why FB pages should be classified under Rented Media than as owned media. Classification of Paid, Owned, Rented and Earned is based on degree of control as well along with ownership. Here is a table which captures the essence of this article.
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