Friday, January 02, 2015
The evolution of Brand Activations
Usually, offline is the starting point but many marketing managers do not know how to position their brands effectively in their chosen locations. Often this is caused by various mishaps including undefined objectives and brand road map. Budget allocated for brand activations seem to be the only motivation, which is sad and hampers brand’s potential reach. Online supports what is laid down already in this regard, but if there are no clear objectives, its supporting role will not exist.
Not every marketing campaign requires a brand activation exercise, and more so not every product/service under the sun. What really is lacking in most companies is that creative personnel who understand the game better. However, even with those that have hired agencies seem to pay for services that are creative but sometimes miss the boat. “Copy & Paste” method seems to be the flavour of the day with most agencies - what was executed for brand A is copied for the next.
Brand Activation 101
Never ever approach a brand activation exercise with a blind eye. Determine the why, what, who, where, how, and what else.
o Why is it necessary?
o What needs to be done?
o Who is the right person – internally or externally? Who are we targeting (customers – old or new)?
o Where – Location? etc.
o How – strategy, admin required, resources needed, communication, execution? Etc.
o What else? PR and Social Media campaigns.
With a job of this nature expect few delays. Always prepare yourself for irregularities regarding budget, personnel and many other things. There are various agencies you can hire to help you, two is better thhan one.
Image from graffiti