Do you know that it takes 5 to 7 impressions for individuals to recollect a model? With branding, the purpose is to proceed making these constructive impressions on an ongoing foundation. A technique to try this is thru model activations.
On this publish, we’ll dive into what model activations are, the way to strategically plan a model activation, and offer you some concepts to encourage your personal branding occasions.
What’s model activation?
Model activations are occasions, experiences, and interactions that forge lasting emotional connections between a model and its audience. These activations are normally a particular marketing campaign or occasion that’s meant to generate model consciousness and interactivity along with your viewers.
Whereas a model activation is a singular occasion or marketing campaign that’s meant to raise your model it should not be confused with ongoing model technique. So, what does model activation technique seem like? Let’s dive in now.
Model Activation Technique
Earlier than you get began with planning totally different model activation occasions, it is vital to grasp the purpose of every separate marketing campaign.
One of the simplest ways to plan a method is to establish your objectives. It may very well be buyer acquisition, consumer sign-ups, social media engagement, and so on. Finally you will need to improve model consciousness, nonetheless, narrowing down your purpose, much more, will make it measurable and attainable (hiya SMART goals).
As soon as you recognize your objectives, you possibly can start brainstorming varied model activation occasions or campaigns that you are able to do to attain your objectives.
For example, as an instance your purpose is consumer sign-ups. One model activation for that purpose may very well be going to a commerce present. There you possibly can speak to potential clients after which hopefully enroll customers on the spot (relying in your choices).
After getting an inventory of concepts, objectives, and metrics, it is time to start your model activation plan. It is best to resolve on one marketing campaign or occasion to maneuver ahead, plan the logistics of that occasion, and use your model playbook (with a transparent imaginative and prescient, worth propositions for key targets, model persona, character, voice, and experiences). Remember that model activations do not essentially must be occasions, however may be sampling campaigns, social media contests, or different digital advertising and marketing campaigns.
Now, let’s go over some concepts that will help you give you your personal model activation plan. Under, we’ll have the concepts separated by the purpose to present you an thought of the way to strategically brainstorm model activations.
Model Activation Concepts
Aim: Person signal ups
- Experiential advertising and marketing occasion
- Commerce present
- Digital advertising and marketing campaigns
Aim: Elevated impressions/model consciousness
- Sampling marketing campaign (giveaways)
- In-store/digital occasions
- Digital advertising and marketing campaigns
- Influencer advertising and marketing
Aim: Buyer acquisition
- Digital advertising and marketing campaigns like PPC, show promoting, and so on.
- Interactive occasions
- Stay demonstrations
Aim: Social media engagement
- Social media contest
- Social media motion
- Behind-the-Scenes sequence
- Influencer advertising and marketing
Now that we now have some concepts, let’s take a look at some examples of manufacturers which have run glorious model activation occasions.
Model Activation Examples
1. Vitamin Water | Brandon
A colleague, Clifford Chi, makes use of this as a fantastic instance of brand name activations. He normally would not pay a lot consideration to subway advertisements, however Vitamin Water’s “Brandon” was so humorous, it made him snicker out loud. Then, a number of weeks later, when Chi was strolling round Boston, he strolled previous Forbes’ Below 30 Summit and noticed somebody holding an indication that stated, “Want Handshaking Suggestions?”.
That individual was part of Vitamin Water’s “Brandon” advertising and marketing marketing campaign. There have been additionally different members of the marketing campaign, handing out Brandon’s enterprise playing cards, some swag, and even bottles of Vitamin Water.
The funniest (and most spectacular) a part of the “Brandon” advertising and marketing marketing campaign, although, was that the members acted like they really labored for Brandon.
Vitamin Water’s “Brandon” marketing campaign resonated with so many individuals as a result of as a substitute of simply giving subway riders a fast snicker on their approach to work, they made the additional effort to work together with their audience and convey the advert to life. To make issues much more private, Brandon accepts all of his LinkedIn requests.
2. Revolve | Revolve Competition
A superb instance of brand name activation is the Revolve Competition that Revolve holds at Coachella every year (or no less than has for a number of consecutive years). That is typically generally known as the superstar celebration of the 12 months.
Revolve hand picks celebrities and influencers (macro or micro) to celebration whereas the music competition is occuring.
Revolve Fest developments on social media virtually every year it occurs due to the influencer marketing that the corporate focuses on. Influencer advertising and marketing helps the corporate herald gross sales for its clothes line and extra. Actually, influencers drive 70% of sales for the corporate.
Every of those festivals is a model activation to herald gross sales and drive consciousness for the model.
3. HBO | SXSWestworld
To advertise the second season of their hit present Westworld, HBO constructed a miniature reproduction of the present’s Wild-West-themed amusement park in Austin, Texas for attendees of SXSW 2018 to discover.
With over 40 “hosts” who guided attendees on their very own distinctive narrative inside Sweetwater, the attendees felt like they have been really in an episode of Westworld, traversing a city stuffed with trotting horses, troublemaking bandits, and money-hungry gamblers.
The park additionally contained clues of season two’s storyline and new characters, which helped generate a ton of suspense and anticipation for its upcoming premiere.
4. HubSpot | INBOUND
Every year HubSpot holds the INBOUND occasion. This model activation is a approach to drive model consciousness, buyer signal ups, and in the end assist our clients in no matter approach we will as an organization.
INBOUND is a wonderful instance of brand name activation as a result of it is a singular occasion every year that drives engagement and interactivity for HubSpot.
With INBOUND, we will present an expertise for our clients and any enterprise that desires to study from the very best of the very best.
5. Netflix | Altered Carbon at CES
At CES 2018, Netflix designed some of the standard cubicles on the occasion. But it surely did not showcase the interior workings of their suggestions algorithm or their course of for green-lighting exhibits. It really spotlighted an idea their present Altered Carbon revolves round — immortality.
Of their sales space, fictional staff from Psychasec, the corporate that gives transfers of their purchasers’ consciousness to new our bodies, or “sleeves”, in Altered Carbon, pitched the advantages of their service and even displayed some fashions of their sleeves.
Netflix deeply immersed CES’ attendees within the narrative of their hit sci-fi present, and it made them really feel like they might really stay ceaselessly — if solely Psychasec’s service was actual.
6. CALM | Mission 84
Within the U.Okay., suicide is the primary explanation for dying of males aged 18 – 45. CALM, a suicide prevention charity, determined to unfold consciousness for the difficulty by creating 84 life-size sculptures of hooded males, which is the variety of males who take their very own lives each week within the U.Okay. and inserting them on high of considered one of U.Okay.’s high TV community’s constructing.
Each sculpture is exclusive and tells the story of an actual one who dedicated suicide. And to supply as a lot publicity for male suicide prevention as potential, ITV, the TV community CALM partnered with, agreed to air the marketing campaign on their morning present and dedicate three days of programming to male suicide. The marketing campaign additionally promoted a petition that urges the federal government to take suicide extra critically and take larger motion to assist remedy the pressing difficulty.
Model Activation Takeaways
Placing on a model activation occasion or marketing campaign can assist you improve model consciousness, impressions, and in the end herald new clients. With techniques like experiential advertising and marketing, digital campaigns, influencer advertising and marketing, and in-person or digital occasions, you possibly can interact and work together along with your viewers in a private approach.
To succeed with model activation, it is vital to focus in your viewers, make your experiences shareable, and be artistic.
Editor’s be aware: This publish was initially revealed in April 2019 and has been up to date for comprehensiveness.