So what is brand activation?
Brand activation: An increasingly curious term actively touted by two familiar parties; clients – who more often than not use it to define the activity they’re spending their Ad-pounds on; and also by some agencies, who use it as a positioning statement when asked ‘so what does your agency do?’
But what does the term actually mean in a world that is experiencing media convergence at a rate of knots and with many brands struggling to execute truly integrated campaigns, based upon a singular, insightful, organising thought?
We’ve found ourselves in a world cluttered with meaningless content. Tactical experiential activity that lacks any strategic consideration and endless social media campaigns that are still finding their way, picking up the occasional ‘like’ or ‘re-tweet’.
Where is the commercial return and what is this contributing towards the equity of the brands they represent?
As advocates of multi-channel marketing, we must get back to the basic values of understanding data (which is critical in the ideation process), insight, timeliness, relevance and creativity to ensure any activation activity is effective and memorable.
It can be done.
It’s also essential to understand the importance of a seamless, joined-up approach to activation; rather than a series of disconnected, tactical executions. Either one agency needs to manage all elements of activation or agencies need to work collaboratively and stop protecting their ownership of the client for the benefit of the wider brand activity. The answer ultimately lies in the ambition of the brand combined with the insight, expertise and planning unearthed by agencies from a strategic, data and creative point of view. Only these components coupled with collaboration will deliver engaging activity that captures consumers’ hearts and minds.
Brand Activation rallies around activity that brings brands to life and encourages positive participation – physically or digitally. Regardless of how we deploy this activity, let’s get the basics right. This will in turn deliver tangible and mutually beneficial value to clients, brands and customers alike.
Russell Perry is a managing partner at MWorks, McCann London
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Business Learning Terms
Services / Activation/ School & College Activity
Schools and Colleges play the perfect host for brands to target a specific Target group / to get the attention of the youths. These activations are not only for Products that are consumed by the Youths, but also the brand needs to connect with today’s active young generation.
We specialize in this vertical that has brands reach out and engage their TG in a format that makes brands achieve their objectives. From Sampling, Contact programmes to national level interschool & collage we provide solutions to get your brand ahead. Constantly strengthen brand name through various activation ideas, collateral’s & set up such as Branded Kiosk, Standees, Emcee & Promoters with Branded T Shirts, Giveaways / Sampling.
Field Activation
digital activations sell goods from door to door
event promotion strategies
steinias
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