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MARKETING COMM : Brand activation and its role in driving consumer…
MARKETING COMM : Brand activation and its role in driving consumer engagement and awareness
What ?
making a brand well known & loved
Brings up positive feelings ==> becoming loyal
Tap into consumers' passions
Right time, right place
Strategies
Experiential events
Feeling apart of the brand
Blending physical & digital experiences
Emotionnal engagement in an experience
Multidimentional targeting (emotional, rational, psycological, ...)
Promotional marketing
Reward loyalty program, giveaways, offers, sampling, ...
In workshops, events sponsorships, direct mail sampaigns, ...
Raising awareness
In store retail marketing
Introduce the lifestyle associated with it.
Point of sales, displays, sampling, ...
Enhance the image of a product
Metrics
Long term potential
Uniqueness
ROI
Amplification
Brand relevance
Consumer reah
Advantages
Reinforce a brand's positionning
Cut through the advertising clutter
bringing life into an aging brand
Making an brand more proeminent
Feedback from consumer to improve