For someone who deal with business and economy a lot, brand activation must not be a strange term. As its name, brand activation is a strategy to drive consumers’ action through brands and experience.
Put simply, it is the way for companies to engage with consumers by “activating” the brands. In so doing, companies will be able to develop a strong bond with the consumers.
Many people, however, tend to confuse brand activation and experiential marketing. The reason is simply because both strategies tries to aim consumers’ emotional side and trust.
In fact, they are quite or slightly different. The difference is simply in the way to interact with the consumers.
In experiential marketing, companies are trying to grab consumers’ attention and positive impression by doing activities. These memorable activities, in addition, do not have to closely related to the brands.
In contrast, brand activation engages consumers by allowing them to try the product or the brand first hand. This makes the consumers have the privilege to try the product. If they have good impression after trying the product, it will, correspondingly, lead to raise in sales.
For instance, a chair company wants to conduct a brand activation. Therefore, they will let people to try sitting on the chair and experience the special features. If people are happy about it, the trust to the brands will develop.
Also read: Find the Right Influencer for Your Successful Business
Why Brand Activation is Very Important Nowadays
Everyday, when people enter a convenience store or a mall, they will encounter many different brands. Or, simply, when people are opening Instagram or Facebook, they can see ads of numerous brands there.
Also read: Instagram: The Next Shopping Hub
This kind of trends is making the market monotonous and strictly competitive. If there is a bigger company issuing a similar brand or product to smaller companies, the big one has a big chance to win the round.
This, in sum, is the reason why brand activation is highly important. Companies do not really need to have the biggest budgets on the product. Nor they need to be the biggest of all.
All they need is the way to aim the right market at the right time through brand activation. This is so because the earlier they build trust with consumers, the stronger the engagement and trust they have with the consumers.
In the long run, this will surely help to face their “limitation” against the said to be more advantageous ones. With that being said, bigger companies can also apply brand activation too to make their marketing skyrockets more.
