Brand activation Chapter 12
brand activation: Bringing consumers from a passive state, to an active state where they are ready to purchase and repurchase.
characteristics
short-term orientation
use of incentives: deals
sales promotions: sales-stimulating campaigns, such as price-cuts, coupons, loyalty programmes, competitions, free samples, etc.
consumer promotions: sales promotions by manufacturers or retailers targeted at end-consumers.
monetary incentives
price cut on the shelf
coupons
cash refund
saving cards
chance to win a prize
contest
sweepstakes and lotteries
product promotions
sampling
extra volume
free in mail
premiums
self-liquidators
immidiate discount when buying the product.
vouchers representing a monetary value
discounts offered to the consumer by means of refunding parts of the purchase price after sending a proof of purchase.
receive a discount when you have bought a number of units of the brand during a specified time
buy one get one free
small gifts that come with the product
nearly free gift when sending a proof of purchase to the manufacturer.
presents that can be obtained in exhange for a number of proofs of purchase, and an extra amount of money.
point-of purchase communication
effectiveness depends on the type of purchase/ moment of purchase:
specifically planned purchases
generally planned purchases
product/brand replacement purchase
unplanned purchases