Marketing Activation

Marketing activation is the execution of campaigns, events, and experiences that generate awareness of your brand. Done well, marketing activation resonates with your audience. The activation process focuses on enhancing the path to purchase for customers, often through an interactive experience. If a marketing activation is properly planned, it can be measured and used to help achieve business objectives. In addition to defining the marketing activation strategy, brands should strive to deliver a customer experience that is both satisfactory and memorable.

There are several different types of activations that can be used.

Experiential Marketing

The first is experiential marketing that connects the consumer to the brand on an emotional level. The goal is to create interactive and immersive experiences that showcase your values and increase the consumers’ interests. This strategy can be difficult to achieve when brands are unable to identify what moves or excites prospective customers.

Sampling Campaigns

Sampling campaigns are another form of activation. The goal is to provide a free sample or trial to consumers in hopes that they enjoy it enough to make a purchase. It’s important to identify which segments of your target audience are most likely to respond to your marketing activation campaigns. The right person can not only turn into a paying customer, but also become an advocate for your brand, sharing the experience with others.

In-Store Promotions

In-store promotions are another activation that gives consumers a chance to touch and feel your product. There are a variety of retail marketing strategies that will give consumers a chance to try and experience your band. Promotional marketing activation raises awareness to generate more sales. This can include tactics such as reward programs, giveaways, special offers, and coupons. Social media marketing is another component of marketing activation. It can generate brand awareness with compelling offers from both your brand and from a set of social media influencers.

Getting Started With Marketing Activations

Before executing marketing activation, it’s essential to have a documented plan. Set clear goals and a budget that will help you measure the return on investment (ROI) after the campaign. Get to know your audience. Focusing on a targeted audience means that your activation is more efficient and will generate higher returns. 

Use your consumer data as a source of information in the planning process. Choose the right platform for your marketing activation and generate some initial buzz, whether it’s through a press release, a social media campaign, partner promotions, etc. 

Marketing activation is often responsible for the first time consumers will interact with your brand in a personal, hands-on way. Develop brand awareness that eventually leads to paying customers. Marketing activation helps you engage with your target audience and establish a connection that lasts.

Brian Carlson
Brian Carlson
Brian Carlson is the Founder and CEO of RoC Consulting, a digital consultancy that helps brands establish the optimal balance of content, technology and marketing to achieve their goals.

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