Brand activations are some of the most effective events and campaigns for creating an immediate, lasting impact on your audience. Activations make a brand feel more connected and active in the world than digital marketing, which can feel impersonal and easily ignored.
When you bring your brand out into the world, you cut through the hundreds of ads people wade through on a daily basis, especially online. Experiential marketing and brand activations are opportunities to create an emotional connection with potential customers.
Before your next campaign, make sure you have the tools and strategies to attract attention and make sure people remember your brand.
Find the Right Location
Going out into the real world to create an experience is an exciting moment for any campaign, but you have to know where you’re going to find and connect with your audience to turn it into a successful event.
Brand activations work well for companies that know their target demographic but may not be known by those targets.
Choose your location carefully to connect with your audience. If your activation revolves around a pop-up shop, you’re going to want to choose your neighborhood carefully and according to target demographics.
Events like festivals are also great opportunities to create brand activations in conjunction with a sponsorship. Using an event is a great way to narrow down your demographics and hit your target audience.
Use Technology to Get Noticed
Whether your activation is taking place at a festival, in a public place, in-store, or in any other environment, you need a fail-safe way to get noticed.
One way to make sure you draw eyes to your campaign is to rent digital signage. Portable digital billboards can be placed anywhere with minimal effort and cost. (Meta-calculator.com) Weather-rated digital billboards bring high-quality digital advertising to even the most challenging places. You don’t need to worry about permits, engineering inspections, or on-site construction. You can find plug-and-play solutions that are entirely freestanding and certified for even heavy winds.
Today’s digital billboards also make use of touch and gesture control, opening up opportunities to create gamification experiences and become an integral part of experiential marketing.
Create an Experience People Will Remember
At the heart of every brand activation is an experience. Even something as straightforward as a sampling campaign can become the kernel for a much bigger, more creative experience that people will remember.
Create an experience that will add some kind of value to your audience. It might be a gamification experience that’s fun and surprising, the chance to buy rare and hard-to-find products, or an opportunity to get their hands on merchandise before anyone else. Start with the spirit of your brand and build the experience from there.
Leverage Content for Social Media
Real-world events make great content to enhance your social campaign. Building a social following and giving people a reason to follow you will keep you on your audience’s minds every time they’re online.
Using live event content on social media can help you build anticipation for your next event. If you can get people eager for your next brand activation, you’re making waves in your target audience.
