The ultimate key to successful brand activations that boost your sales

06/06/2022

#

#

Brand activations that boost your sales

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?

★★★★★ 4.5/5

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.

The best marketing strategy: 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

The POS is ideal for motivating customers to buy products they wouldn’t otherwise purchase through the right techniques and incentives. Therefore, it’s essential to create high-quality and stimulating promotional and decorative elements.

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

A truly impactful and attractive event can significantly benefit your brand. Producing a quality event can enhance your positioning, build brand recognition and trust, generate face-to-face relationships, gain new customers, and deeply understand your market and consumers.

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

Temporary stores or spaces strategically placed in city centres, busy streets, shopping malls, or music festivals have tremendous success due to their temporal nature. They increase engagement, allow testing, generate media impact, boost sales on special dates, and offer unique experiences.

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

The main challenge of major activations

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.

The solution: achieving the "Perfect Gear"

The key to impactful brand activations is achieving the “perfect gear”: a system that genuinely controls the process and delivers maximum quality to your project. This is the only way to provide the consumer with a unique experience while interacting with your brand. If your concept, message, and activity fit together and the activity has quality finishes, you will gain user trust and create an impactful activation that boosts your sales.

You may also be interested

How to turn your potential customer...

Activar una marca tiene como premisa captar la atención del público así como destacar frente a…

The importance of communication systems in the retail sector

The importance of communication systems in...

Hoy queremos hablarte sobre cómo los servicios de telefonía virtual pueden jugar un papel fundamental en…

Create a step-by-step marketing strategy and boost your sales

Create a step-by-step marketing strategy and...

Marketing can become your best ally, since one of its main objectives is to help you…

Subscribe to our Blog

Subscribe to stay in constant contact with us and receive the most interesting articles in the sector