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
……………………………………………………………………………………………………………………………………………………………………………………….
Business Learning Terms
Viral Marketing or WOMÂ Marketing
Posted in Uncategorized
Word of Mouth is the act of consumer providing information to other consumers.
Word of Mouth Marketing means giving people a reason to talk about your product or brand and forward it to others. WOM acknowledges the importance of customers endorsing their products or brands. WOM is the most honest form of marketing. By its very nature, viral marketing campaign is unlike which has been done before which means there is no formula,no stats and no guarantee in advance. Results can only be proven retrospectively by which it can be too late for those results to have any more meaning than the knowledge that viral marketing works in priciple. Even the successful campaigns of past wont be able to replicate same kind of success if used by competitors. ItÂ’s very high risk and high gain means of marketing. Also the cost is not measured in financial terms but in the way customers perceive the brand. For this to happen, viral campaign must be able to stimulate emotional resposne from the prospects.
The campaign should not be fake otherwise same campaign can backfire. I am not sure if there is any empirical evidence which proves if it really makes difference to the bottomline. Much like television advertising, it is not always clear wheather people have purchased a product due to TV commercial or due to varios brand promotions across various platforms. All I can say is it works.
Sports Awareness
mall activations ideas country door catalog
steps to launch a new product
marketing activation strategies
advertising promotional products event management companies mumbai
promotional event marketing product rollout