What Is Brand Activation and What Are Its Benefits Most marketers like the brand equity area of brand building for it is painless to execute and is not easily assessable over the short term. That means it necessitates a commissioned market research that will measure behavior changes resulting from the consumption of media products (for example, electronic, outdoor and print advertising). The value, which makes up the sales volume side of the brand, can be assessed automatically through a volume drive where you can set particular volume targets for. Brand activation in its most basic form is a road show that takes your brand to the people in order for them to experience it first-hand. Your favorite rock band is a brand and when you watch their live show and experience their music first hand, that is activation at work. It is dubbed as experiential marketing and is a well-known method for creating brand experiences for consumers, especially of fast-moving consumer goods. Then again, there are products that are not constantly on demand, and sometimes there can be a dip in demand. Brand activation is an approach you can use to grow sales over a short period of time. The purpose may be to inform the public on the major characteristics of the product and show it while in use. The benefit is immediate and interactive response.
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The concept is stimulating because, say, toothpaste is toothpaste, and brands are inexistent except in consumers’ minds where perception is reality. Brand activation, whether in – home or in store and even outdoor, you are re- enforcing the qualities of the brand and impressing even deeper into the awareness of the consumer while they touch and feel and sample your product.
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This activity doesn’t only build excitement, but also it also puts a halt to the business speculating why big money was spent for the product and what its return was. Being part of fun activities held around the brand, where various prizes may be distributed, depends on actual purchases of that brand, and that makes it easier for the sales team to determine effectiveness by way of rising sales. When you build opportunities to bring the brand to life in the appropriate channels, you connect well with the public and give them awareness of the brand. Thus, brand activation is what actually makes your brand a part of people’s lives, even for a short period of time. And that is truly what you must aim for- to make people touch your brand, instead of just hearing about your product, giving them a real encounter that has a greater chance of being embedded into their psyche.