For any business to withstand the harsh competition in the market, it is necessary to market and advertise its products. However, due to reusing the same phrases and marketing strategies, the promotion become cliché, hence failing to achieve the desired target. For instance, events agency will boast of why its services are the best in the market, the same sentiment will be put across by a rival firm. In the consumer’s eye, both agencies will be at par. This is when brand activation becomes necessary.
Brand activation is also referred to as brand engagement. It is part of marketing activation which aims at engaging the customer when using a particular product. However, effective activation goes beyond just engaging a customer. It also features the following aspects which in the long run will create loyalty and credibility.
Emotional Connection There is always a common belief that effective promotion is the main aspect that drives a consumer to buy a product. However, this is not always the case. In fact many consumers will overlook a nicely packaged, or highly advertised product simply because the consumer feels the brand is part and parcel of his /her life. Creating an emotional bond will transform the interaction from just being a conversation into being an advocacy.
Breathing New Life Brand engagement is also about breathing new life to a product. There are two main ways used to bring new energy into the brand:-· above the line Promotion (ATL):- this basically involves using mass media such as radio, newspapers, or television to reach out to the consumer. Although ATL reaches the masses easily and more effectively, it lacks the one on one or personal touch. · Below the line Promotion (BTL: – This is more effective than ATL. It involves strategies that engage a customer on a personal level. Despite only reaching a smaller number of persons at a time, it is quite effective in creating credibility as well as brand loyalty. Ways in which the customer interacts with the brand include road shows, e-mail listing, events agency, or dealer level activity.
Brand Reactivation Brand activation is not only focused on new products, but also targets existing products. Even the strongest brands in the market will lose their appeal at some point. This may be caused by a more competitive product, or failure by the marketer to interact with the customer. It is therefore necessary to re-evaluate the brands, and use new strategies to bring back the lost brand loyalty.
New Technology Brand engagement and technology always go hand in hand. In order to make a brand more attractive, it is important to use the trending technology. An obsolete strategy will usually fail to entice a customer. For instance, modern ways of engaging a customer comprise of the social media. People feel more appreciated when engaged through the social media site. It is also easy to create the emotional connection as well as building the reputation of the brand.
In the modern times, brand engagement is constantly changing. This is driven by technology as well as a more informed consumer. A marketer or an events agency needs to understand that marketing activation is not a one-off process, but a sequence of events. The exercise is also very dynamic hence will always need to be reviewed from time to time. One thing is for sure, brand activation is probably the best way to take your brand or business to the next level.
Kenneth Fabian, Founder & Owner of OGL Asia – a brand activation company specializing in Events, Exhibition and Design Communications since 1989.With 27 years of experience, Kenneth was able to gather the right contacts, strategies and resources to ensure an effective brand engagement.