Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

Marketing activation

Marketing activation

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Marketing
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Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.

Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.

Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.
Activation based on direct-response marketing will focus on generating immediate sales transactions.

Contents

1 Planning the activation
2 Challenges
3 Data-driven marketing activation
4 Online video
5 Sports marketing
6 What it is not
7 Notes
8 Further reading

Planning the activation

Before executing its marketing activities, a firm will benefit from identifying which customer groups to target. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.” [1]

Customer data is a significant source of information for planning marketing activation. A common practice is to use customer relationship management tools and techniques to augment the impact of marketing activation because CRM “provides an integrative framework in which marketing activation and customer activities collaborate to increase patronage” [2]

Challenges

A successful marketing activation will allow businesses to increase their profits and reach their strategic goals. There are however challenges that managers will face in putting in place a marketing activation program. One of the challenges is dealing with an ever changing marketplace. Customer preferences and attitudes keep evolving and require managers to adapt rapidly. This poses a challenge because, for example, “direct marketing activation triggers that were accurate 6 months ago, may now be quite inappropriate.”[3]

Another challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. McDonald’s is said to be a good example of a company that can effectively reach a diverse audience. Among the techniques it uses, “it engages in unique marketing activation, including strong use of PR and events targeted at black, Asian, and Latino youth.”[4]

Data-driven marketing activation

Over the years, marketing activation has become more and more data-driven. This allows marketers to be more precise in their actions, measure results more effectively, and increase returns. This phenomenon has become more and more important because “marketing activation usually entails a universal blast of information to all consumers. Often, only a small proportion of the consumers react positively to such activation, resulting to waste in marketing expenses. If a circle of influencers can be identified for certain events or phenomena, then such activities can be focused into a group of factors or individuals, thus, optimizing the outcomes.” [5]

Different types of data are used in marketing activation. For example, “video-based measurement (…) provides visibility into shopper engagement and behaviour relative to exact marketing activation, enabling a holistic approach to shopper marketing.”[6]

CRM data and models are also used to improve the effectiveness of marketing activation. One of these models, the marketing funnel, “is a key conceptual framework that is routinely used by practitioners to deconstruct the marketing activation and identify key issues.”[7]

Online video

Marketing activation can be enriched with the use of online tools. The advent of online video has opened up many opportunities for marketers who use it to engage customers in more compelling ways with new forms of advertising. YouTube, for example, “has given marketers a platform for celebrating and amplifying nearly every marketing activation.”[8]

Sports marketing

Marketing activation techniques are commonly used in sports marketing. They are often associated with a brand sponsoring an athlete or an event in order to boost their brand awareness. It has been said that “with strong marketing activation and creativity, consumers should remember the sponsor’s campaign”[9]

What it is not

Even though marketing activation encompasses most marketing activities a firm will execute, some approaches, in the fields of communication and customer service, may not qualify as marketing activation. For example, “public relations may be viewed as broad communication operation rather than a sharp marketing activation.”[10]

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marketing-activation

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

motivation
liabilities
money
price

intrinsic

follow-up
Appears in these related concepts: Relationship Marketing and Management, Business Products, and Delivering Excellent Service Quality
target

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Product, placement, promotion, and price are four elements of the marketing mix crucial to determining a brand’s unique selling proposition.

Learning Objective[ edit ]

Show the characteristics of each of the four elements, or “Four Ps” that make up the “marketing mix.

Key Points[ edit ]

The term “product” is defined as anything, either tangible or intangible (such as a service), offered by the firm; a solution to the needs and wants of the consumer; profitable or potentially profitable; and as meeting the requirements of the various governing offices or society.
Placement, or product distribution, is the process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

The three basic objectives of promotion are to 1) present information to consumers and others, 2) to increase demand, and 3) to differentiate a branded product or service – through advertising, public relations, personal selling, direct marketing, and sales promotion.

The price is the amount a customer pays for the product. A well chosen price should (a) ensure survival (b) increase profit (c) generate sales (d) gain market share, and (e) establish an appropriate image.
Value is what a customer receives from a product.

Terms[ edit ]

Placement

The process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

product

Anything, either tangible or intangible, offered by the firm as a solution to the needs and wants of the consumer; something that is profitable or potentially profitable; goods or a service that meets the requirements of the various governing offices or society.

price

The cost required to gain possession of something.

Example[ edit ]

Examples of fully integrated, long-term, large-scale promotions are My Coke Rewards and Pepsi Stuff. These promotions present information to consumers, increase demand by rewarding purchases, and differentiate the product.

Source: Boundless. “Product, Placement, Promotion, and Price.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/product-placement-promotion-and-price-108-4454/

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Defining Stakeholders

Stakeholders are involved in and/or affected (negatively or positively) by the outcome and impact of an action, project or program. Stakeholders can be divided into two main categories:

Internal Stakeholders are engaged in economic transactions with the business. (For example, stockholders, customers, suppliers, creditors, and employees)

External Stakeholders are affected by or can affect a business’s actions without being directly engaged in the business. (For example, the general public, communities, activist groups, business support groups, and the media)

Types of Stakeholders

1. People who influence an endeavor but are not directly involved with doing the work. Examples include managers, suppliers, or the financial department of an organization.
2. People who are affected by any action taken by an organization or group. Examples are parents, children, customers, owners, and employees.

3. An individual or group with an interest in an organization’s success. These stakeholders influence programs, products and services. An example of such a stakeholder is one who owns stock in the organization.

4. Any organization, governmental entity, or individual that has a stake in or may be impacted by a given approach to environmental regulation, pollution prevention, energy conservation, etc. The environmental organization Greenpeace would be an example of such a stakeholder.
5. A participant in a community mobilization effort representing a particular segment of society. Examples include school board members, environmental organizations, elected officials and chamber of commerce representatives.

Communicating with Internal & External Stakeholders

Marketing communication can be divided into two flows directed at different target audiences. This necessitates different yet compatible communication strategies. A company cannot be telling a customer one story and stockholders another.

Source: Boundless. “Relationship Building with Various Stakeholders.” Boundless Marketing. Boundless, 08 Aug. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/relationship-building-with-various-stakeholders-111-3496/

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Brands are a key source of value creation. brand activation helps build , sustain and leverage the power of a brand. After all, a successful brand is a consistently kept promise to accompany a consumer on a journey. Our experts ensure that this provides the consumer with an experience that is quite unlike competition.

MARKETING CONSULTANCY

In the ever-changing market dynamics, it is imperative for a business to constantly evolve its marketing plan in order to face new challenges and to make the most of the new opportunities. After analysing market dynamics , brand activation MMC determines the best marketing strategies in order to enter markets and dominate them. Furthermore, it takes up the responsibility of implementing these strategies to ensure maximum efforts .

MANAGEMENT CONSULTANCY

For a business to gain maximum profits, it must behave like a well oiled machine , brand activationMMC ensures such performance through the application of certain techniques, bringing in of resource assets, through use of knowledge and finally, through experience. brand activation MMC typically involves itself in identifying and investigating problems concerned with strategy , policy, markets, organisation and processes; assembling and analysing data, formulating recommendations for future course of action, taking into account broader managerial and business implications; agreeing to course of action with the client, ensuring assistance to implement the solutions

Sponsorship MKTG

At brand activation, we have a true passion for web designing. We partner with our clients to create multi-functional websites and engaging online marketing solutions that matches their brand, services and products.

We will carefully analyze your brand and the type of website you require and will come up with the best web design concepts.
When you hire us, you’ll be working with a huge team of expert web designers and developers who have been hand-picked for their expertise in website development, website design, online marketing and all other areas.

If you are interested in learning more about our web solutions, then get in touch with us today!

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We cover digital services across various domains including but not limited to digital marketing, social media management, mobile application development, marketing campaign and strategies, web development, Facebook applications development and graphic design. With the experience and reputation that has come to depend on our team for such solutions there is no project that is too small, or too big.

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Fashion Shows

Fashion Shows

Themed Events

Exhibition Stands

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We do not differentiate a brand or a project based on its size or budget, at Pune we:

• Build a long-lasting relationship with our clients as partners and we look at their brand as our own
• Constantly study new ways of communicating the brief in a memorable, creative and effective way
• Never take the easy way in providing the typical events activities, we always push for new and different solutions
• Maintain a high level of creativity & attention to detail whether working on an in store display or a large scale event
• Want to become a reference for creativity regardless of what we are communicating
• We keep a low margin and focus on building trust and continuity even though we exist in a high competitive market

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