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The “holy grail” of current marketing is understanding that consumers are not just numbers but people who want to interact with their favourite brands. They highly value proactive communication, recommending the latest releases and products tailored to their tastes. But how do you truly impact your target audience?
In a hyperconnected business environment with exponentially multiplying offers, it’s increasingly difficult to get consumers to choose you. The only way to stand out is to be different and implement actions that evoke emotions. One of the best ways to achieve this is through brand activations.
Brand activations are defined as a marketing discipline that drives consumers to act or participate through various strategies and actions. It involves implementing an action plan that includes necessary initiatives across all areas to build the desired brand image and encourage purchases.
The goal is to create unique and memorable experiences, leaving a good impression on potential customers and spreading word-of-mouth about the product offered.
They establish lasting connections with a specific target because they tend to be interactive activities, seeking direct engagement between brand and consumer.
Many types of brand activations exist. Traditionally, activations are thought to occur at the point of sale or nearby physical space, but in reality, an activation is anything that activates consumer brand awareness and strengthens their connection. Some of the best-performing brand activations are:
1. Point of sale promotion
Reebok store decoration by INSTORE
Promotional stand decoration Reebok by INSTORE
2. Street marketing
These actions executed in public aim to create a significant impact on passers-by. Unlike other campaigns, people often perceive them as an experience or attractive impact rather than advertising.
3. Sampling
Offering free samples of a product or service aims to get users to buy after trying it. Breaking the initial barrier, creating familiarity, and giving customers the option to evaluate the product are some advantages of sampling campaigns.
4. Promotional gifts
A highly effective promotional tool for companies and key for customer loyalty. The promotional gift is not seen as advertising but creates an unconscious memory each time it is used, personalising and strengthening the bond with the public.
Opening event, North Sails Madrid boutique
Opening event, North Sails Madrid boutique
5. Events
Production and installation of lighting elements for the “Cómplices de Mahou” tour
Decoration with metallic corporeals and direct light, reinforcement of brand image
6. Pop-up stores and promotional stands
Pop Up Store Calvin Klein by INSTORE
Pop Up Store Calvin Klein by INSTORE
7. Digital experiences and interactive games
Brand activations using different technologies and games are excellent for capturing public attention and generating significant impact in a short time, encouraging interaction.
8. Impactful window displays
Window dressing creates undeniable visual impact from the outside, being the first thing a customer sees when walking past your store. It’s crucial to create creative, groundbreaking, and high-quality window display campaigns
Production of Fendi showcase and backs by INSTORE
Production of Fendi showcase and backs by INSTORE
Currently, a significant challenge in executing these actions is the difficulty in managing them. Achieving creative and surprising designs, high-quality production with detailed finishes, quick and professional installation, meeting deadlines, and swiftly resolving any issues are just some of the factors that are hard to control.
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