ABOUT US
Intensive Action is a brand activation agency based in Dubai and caters to clients and partners across the Middle East. We enable brands to meet and engage with the customers in a personal manner, with a keen focus on creating and developing new interactive platforms like digital media, cross promotions, crowd sourcing, experiential marketing, face-to-face touch points, product integration and placement.
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Business Learning Terms
What is Brandactivation?
The definition: Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating:
1. intrest
2. trial
3. loyalty
New communication means are being introduced every year. It is clearly evident from this list of means that the marketing communication is a profession for well-trained specialists. PR, DM, Website, E-mail, Telephone, Print, Radio, TV, Outdoor advertising, Events, Retail, Brochure, Mobile, SP, Incentives, PS, Fairs, Spectaculars, Sponsoring, JP, Design, IC, TM, etc.
Opportunity: Most marketers are rigid and non-commercial
McKinsey published a report about the marketing profession, from which the following conclusions were drawn:
The reputation of marketers is at an all time low
Marketers are described by CEOs as undisciplined, non-commercial and rigid.
80% of the marketing plans is unsuccessful
This is great news for marketers that are commercial, are not rigid and are prepared to innovate. This creates opportunities. The McKinsey advice: shift the focus from the sales process to the buying process!
From Advertising Brands to Brand activation
The successful marketer then has to leave the safe haven of advertising and start activating. The means are available, the cases are there, the opportunities are there and the chances are there. And the good news is: more than 80% of the marketers is rigid and resistant to change, therefore there are plenty of opportunities to beat the competitors.
Why Brand activation
Activation shifts the focus to the core of marketing: stimulating the buying process. There are various reasons why this focus is so important and why advertisers opt for Brand activation instead of the traditional campaigns. Brand activation addresses the key issues in marketing.
Information selection
People filter the communication means they are confronted with. They simply ignore the majority of it.
Relevance
Informing becomes communicating as soon as the message is relevant to the recipient. On account of the complete irrelevance of many advertisements, the Dutch people claim that they are more annoyed about advertising than pointless violence.
Experiences
Experiences are convincing. Also the experiences of others. Active reference on account of a positive experience with the brand is the most powerful instrument to activate people.
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