A brand activation is one of the best ways for a company to spread awareness and engage with its target audience. It can also put your brand ahead of the competition, especially when so many companies focus their efforts online. By throwing an in-person event and allowing customers to see who you are first-hand, you foster meaningful connections and make your brand even more memorable.
But you’ll need a good plan first. See below for the 8 essential tips to run a successful brand activation, whether you’re arranging a simple pop-up, taking over a busy retail space, or going big with experiential events.
1. Set your brand activation goals
Decide what success looks like. Do you want to attract more customers or gain a certain number of sign-ups? Maybe you’re trying to get people invested in a new product or service, or simply spread awareness of your brand. Once this goal’s decided, you’ll be more focused and have a better understanding of what your event needs to achieve.
You also need to decide your target audience. An exclusive guest list may foster loyalty with a few people, but you’ll lock out everyday consumers – the more accessible the activation, the broader the audience. If you’re targeting young people, you could visit a festival or college campus. If you want a cheery crowd, then you could host your event on a beach.
2. Build a compelling story
What makes your brand unique, and what makes your service so interesting? Consider what sets you apart, and then use that hook to create an engaging ‘brand story’. This can be educational too, especially if it centres around a unique set of aims or values.
Now think about how to communicate that story to your visitors, and how you can display your message in a way that’s fun yet insightful. You could loop a video on LED screens or create a big display via large format printing.
3. Craft an immersive experience
Brand activations succeed when they bring people in and keep them engaged – and that means forming personal connections. So, it makes sense to send your most passionate staff, with the right people skills, to your events. The longer someone’s at your event, the higher the chance they’ll be invested in your brand, and that’s why experiential events are so effective!
Games and photo-ops encourage people to get involved, rather than just watch from the sidelines. You could also host a spin-the-wheel competition and hand out free samples; a tactic which achieved great results during QV Skincare’s nationwide roadshow!
4. Support your activation online
Brand activations should be fun, memorable, and easy to share on social media. Include a hashtag or QR code on your printed material, and make your environment as vibrant as possible to encourage photos. The more reels shared on social channels, the better your reach and the more people outside your activation will feel part of the action.
Beyond social sharing, you can support your physical event through a ‘digital activation’. This could mean producing an interactive website, publishing a themed microsite, or running an online promotion. You can then easily track their performance to see how effective they were.
5. Bring the decorative touches
Custom posters, banners, signage, 3D props and other decorative touches can make a big difference to how your event’s perceived. In fact, they’re often key to building experiential events, which are all about setting a scene. Design your space with unique artwork to make your brand activation more immersive, and potentially see higher footfall on the day.
Why not bring in furniture to create a branded relaxation space? It will encourage people to stick around, especially if product sampling is involved.
6. Consider cause marketing or sustainability
An activation can build brand awareness and sell your service or product, but there’s only one way to show your company as a force for good – and that’s through cause marketing. Typically done by partnering with a charity or like-minded business, your brand activation can raise awareness (and in some cases money) for a cause that means something to you.
With so many people trying to reduce their carbon footprint, there’s never been a better time to go green with sustainable marketing. Why not build your activation using eco-friendly materials and educate visitors about easy changes they can make in their daily lives?
7. Welcome feedback
Do you have feedback from a previous brand activation? If so, this can help you avoid making similar mistakes in the future. By taking advice and thinking objectively, you could take your next brand activation to the next level!
Once it’s done and dusted, look at how the various elements performed. This can be done by checking guest surveys, how many sign-ups you gained or how many samples were handed out.
Are you worried your guests won’t love your signage or printed materials? See our guide to designing effective signage to ensure your materials resonate with your audience.
8. Partner with the right people
Planning and running a brand activation isn’t easy. That’s why it’s important to find a partner who can supply the products and services you need. We recommend using someone who can supply and install these items for you, so you don’t have to juggle multiple companies.
Here at Raccoon, we offer a complete service for activations, launches, exhibitions and events.
Click the button to see how we can help with your activation or visit the Raccoon product store for custom prints and display items.
