Marketing activation is the perfect tool to increase brand awareness. This set of operational campaigns calls on everyone’s creativity. Its goal is to bring original, immersive, and personal experiences to your marketing targets. But basically, how to make this process work perfectly? What are the tips you absolutely need to know? What examples prove the truth of this advice? All the answers to these questions can be found in this article.
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Marketing activation is a set of processes to increase brand awareness. She has several strings to her bow:
- Boosting trust between consumers and the brand ( Saeed, R., 2015 )
- Promote the transmission of positive messages regarding your offer.
We find it in different forms. Marketing activation is done both at physical points of sale and on digital channels. At the end of the article, three examples of good marketing activation campaigns provide a better understanding of the ins and outs of this method.
Today, marketing activation solutions fall into two categories:
- “drive to web” : the underlying objective is to send users to the sales website
- “Drive to store”: very useful for attracting more traffic to the store.
Before embarking on marketing activation, a quality ghostwriting services experience is an essential prerequisite. In addition, it strongly encourages the beneficial effects of advocacy marketing, a great practice for online word-of-mouth.
For brands facing strong competition in their segment, marketing activation is an unparalleled weapon. It attracts the attention of interesting prospects, and its operational campaigns are original and interactive. In addition, this approach accelerates the process of purchasing a product/service from a customer.
Why does marketing activation work so well? This method encourages customers to imbibe the appearance of the brand in order to encourage purchase. Thus, we play here on the viral nature of marketing campaigns to increase the conversion rate. It is therefore an integral component of guerrilla marketing: making yourself heard better to sell better.
CHAPTER 3
3 tips for your marketing activation campaigns
As for marketing activation, there are good practices to put in place to maximize its benefits. Find below three of them: samples, positive emotions, and digital channels.
Tip 1: Spread the brand name
To do this, a good idea may be to send samples, for example. Thanks to this, we create value, but above all, a memory for the consumer. This is the ideal way to make a place for yourself in the mind of a customer you want to retain.
Among other things, here are some ideas of actions to adopt to properly extend the notoriety of your brand:
- Physical and digital events: tastings, product tests, sponsorship, etc.
- Digital marketing: writing content on a regular basis, working with influencers, etc.
Tip 2: The customer experience must evoke positive emotions
As soon as your customers and prospects participate in a marketing activation activity, they must leave satisfied. This is the added value of this marketing practice: to arouse positive emotions.
These experiences can be offered at events, parties, and other gatherings where the target audience gathers. Here are some examples of places that fit this description:
- Trade fairs: such as SIAL for the food industry
- Experiential marketing events : Red Bull is one of the great specialists, thanks to its global presence in extreme sports
To use Red Bull’s example, its marketing efforts are emotionally charged, and therefore the most memorable. Also, the visibility of the brand must come after the experience. In other words, you don’t need to put the emblem everywhere; if the emotion is present, people will remember the brand.
Tip 3: Recognize digital channels at their fair value
Today, social media is an essential component of marketing efforts. Marketing activation operations must be shared as much as possible to be viral. The reach of your marketing moves will be increased tenfold, and the return on investment will be even stronger. To achieve this, all means are good, and any channel generating traffic must be considered:
- Online media: it increases the reach of your campaign and brings you closer to your target audience.
- Social networks: here, it is above all the opinion leaders who interest us. It is therefore wise to collaborate with these people who play an important role in online consumption.
A picture is worth a thousand words. So, here are 3 recognized examples of good marketing activation in the entertainment and clothing industries.
Netflix and its immersion in fiction
In 2018, Netflix’s booth at CES 2018 was one of the most popular at the show. Beyond the mere notoriety of the American company, its original theme really captured the attention. Indeed, Altered Carbon was chosen as the main experience of the stand. The aim of this approach was then to include visitors in the futuristic universe of the series.
Netflix has not skimped on the means. Here, all the storyline elements of the series have been taken up to make the experience more realistic. Psychoses, a company allowing the mind transfers of its customers in Altered Carbon, sold its service while showing several models of products on its stand.
The influencers at the heart of Revolver’s business
The Revolve Festival, which takes place every year at Coachella, is an amazing example of marketing activation. Indeed, its rigorous process sets it apart from other American festivals. Only big names in the music industry and hand-picked influencers can attend the event. By making such a moment exclusive, the clothing company Revolve amplifies the emotions aroused among consumers. The company here creates envy, anticipation, and a feeling of reward among the participants.
In addition, influencer marketing helps the company to increase its online sales. Michael Mentee, CEO of the billionaire structure confessed 5 years ago:
Influencers drive 70% of Revolver’s revenue.
DirecTV: bringing together to sell better
Partnering with something your audience already appreciates is a great start to improving your business’s visibility. DirecTV has understood this well. The American television service has a sports-loving audience. The company, therefore, organized a “tailgate party” on the outskirts of Boston. In this type of event, the participants all gather together, around their car, to have a good Novel Ghostwriting Services. This practice is common in North America.
Here, DirecTV invited its customers to watch American football matches on giant screens. At the same time, it was possible to take a picture of yourself with branded accessories. Successful, DirecTV was able to be original, entertaining and memorable. These three words could summarize what marketing activation is. Thanks to these values, DirecTV was able to convince its current customers that its service exceeded that of the competition. This is one more step towards loyalty.
