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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Digital Campaign Implementation: How To Execute Campaigns Smoothly?

Posted in Digital Media Planning & Strategy

Ok, you have used all the extensive analysis, you have used all planning tools to target your audience and you are set for implementation. That’s just half the battle won. If the planned campaign does not result into a proper execution, it will lead you down the misleading analysis and hence, suboptimal or wrong action points.  Here are the few things which can help you with an effective campaign.

1. Minimize the time in setting up a campaign:
1. Creative: If you are not a client, you will agree with me that creative remain the most painful part of making a campaign live. Make sure creative are ready as soon as possible. Most of the times, banners are made once the media plan is finalized. You can minimize this delay by having the static frames of the banners ready along with traditional creative.  Next important step is to know who is going to do the creative.  Most of the traditional ad agencies may not be fully equipped with expertise to create flash banners. If creative concepts (static frames) are being provided by the ad agency and the banner is being done by the specialist agency, make sure to have at least one meeting with all of them together to have a workable deadline, if not ideal. If you want to use multiple creative throughout the campaign, convening a meeting is all the more important.
2. Creative Testing: Once the creative are ready, they go to publishers for a ‘Quality Check’ or ‘QC’. QC time may vary from international vendors to domestic vendors. If creative fail QC, there would be time involved in rectifying the banners. So, keep a buffer of maximum a day for testing (assuming creative vendor has a good turnaround time). If you are doing an Innovation, keep maximum 2 days for testing & revisions. Losing a slot for your innovation may mean choosing the next available date which may or may not be feasible from campaign point of view.
3. If you are using third party ad serving, keep an additional day for the campaign setup.

Above things will ensure that you will be live on all the websites as per your schedule. This in turn will ensure a desired campaign life.

1. Optimizing the campaign:

Once your campaign goes live, it’s time to optimize the campaign.  But before you start optimizing, make sure you have given enough time for campaign to pick up. Don’t rush into it. The same applies to post optimization steps. There are two kinds of optimizations:

Creative Optimization: You can choose between sequential showing of banners and rotating the creative evenly. Stick to whatever works best for you.
Media Optimization: This requires changing/shifting media properties if they fail to pick up after applying all the optimization steps. This would be as per your defined benchmarks. Most commonly used optimization steps are:
Changing the Frequency of the campaign.
Changing (adding/replacing) the position of the media unit with a new one.
Fixing the creative for certain duration.
Shift monies from a poor performing website to a better performing site.
Changing the ad copies & keywords
Website Optimizations: Changing the landing pages ( high bandwidth to low bandwidth, reducing the number of steps to the desired action, from flash to non-flash)

1. Evaluating the campaign:

Once the campaign is over, make sure you not only get a final report but a concrete analysis as well. Remember, reporting is different from analysis.

For performance campaigns, check to see if the goals have been met, where the campaign lacked, which site over performed/underperformed, where you left the users if they dint covert, what the ideal path to purchase was, what was the exposure to conversion frequency, cost per lead etc.

For a brand campaign, you can measure the following:

Most common metrics: Click Through Rate, eCPM, Unique Users, Cost Per Unique Users, Banners Expansion rates, Dwell time etc
Most common metrics: Click Through Rate, eCPM, Unique Users, Cost Per Unique Users, Banners Expansion rates, Dwell time etc
Additional metrics:
Bounce rate: Check how the paid media traffic compares with the site average. This ensures you to see if traffic driven was quality traffic.
Time spent: You can compare to see time spent by paid media traffic vis a vis other traffic sources.
New Users: This metric allows you to see whether paid media campaign drove more new users or returning users.

This guide may not be exhaustive but can help you gives a head up on the most common issued faced while executing a campaign.

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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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“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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