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“Brands are totems around which we gather to celebrate, to share, to enjoy, to recommend, to experience, to learn, and so on… Individuals, in many cases, are defined by the brands they choose; many others cannot imagine their world without the presence of their totems. Brands shape our relationship with the world, and for brands, this represents a great opportunity but also a greater responsibility.” — Andy Stalman, Branding Specialist.
North Sails, Madrid.
North Sails, Madrid.
Brand activation is based on the premise of capturing the public’s attention and standing out from competitors. Regardless of whether people are already familiar with the brand or not, it is understood that they will be interested in what is being offered as it is a value proposition: a sensory experience, a gift, or a prize. The goal is to build an idea in the consumer’s mind at the moment when they are most open to discovering your product or service.
North Sails evento inaguración boutique Madrid
To achieve this, you can make use of promotional activation strategies in physical retail spaces:
Experiential marketing is a methodology focused on exciting the consumer through experiences, allowing the customer to interact with the brand. Immersed in their emotions, consumers are more inclined to try your brand, associating it with the experience of the event and the feelings it evokes.
NYX Professional Makeup Face Awards Madrid event.
The most familiar area for consumers is the shop, so it is essential to always keep point-of-sale advertising in mind. Banners, roll-ups, posters, signs, digital signage, and shop windows are themselves point-of-sale (POS) tools and great allies in attracting the interest of your potential customers. Even the opening of a new store can result in a powerful marketing campaign for your brand.
Exclusive and interactive, pop-up stores are initiative zones located in strategic places to promote your brand for a specific period to sell your products. Pop-ups require less capital investment compared to traditional sales points, generating a return on investment in the form of promotion and brand reactivation. Moreover, if you do not yet have a physical store, pop-ups allow you to test the concept and check its viability. If it’s successful for a few days, why not for a lifetime?
Pop-up Ralph Lauren in Madrid
Using promotional stands at external events like trade fairs, exhibitions, and conferences gives you the opportunity to showcase your product or service at a time when the consumer is willing to learn more.
This point of contact with the public encourages consumers to identify with the company as it participates in the event, and they associate the event’s values with the brand. For example, if you set up a stand at an environmental fair, the audience will associate your company with ecological values.
As a strategy that directly enters the public space, street marketing must find creative ways to bypass the consumer’s visual spam filter in order to catch their attention. Curiosity, surprise, and exclusivity are key to sparking interest in passers-by—for example, being in unexpected places, communicating the brand’s message in a striking way, or organising a memorable experience.
These are some of the tools offered by promotional marketing. Use them to make your point-of-sale promotions unique.
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