Whether you just started a new brand or it has been a little while, it can be difficult to keep up with the competition in the market. So, the simplest thing to do is to advertise.
But, there are many ways to advertise your brand. To make things easier, you need to pick a method that can help you get the most amount of positive attention from your customer base.
That might be brand activation.
So, how is brand activation different from other types of advertising?
To give you an idea, here are some key differences between brand activation and traditional advertising methods.
1. Engaging With The Customers
The traditional forms of advertising all focus on raising awareness about the brand and trying to get as many relevant people to see the ads as possible. But, they don’t focus on engaging with the customers.
With brand activation, the entire objective of the campaign changes. Instead of telling people about your brand and your products, you can invite them to interact with your brand with a brand activation strategy that is properly carried out.
2. Actively Participating
When you see an ad, you are passively participating. It does not really ask anything of you, just throws information at you.
However, brand activation works in a different way. It encourages participation from your consumer base directly. For instance, you set up a challenge on social media for your followers and give a chance for your customers to interact with you and each other. It creates a sense of involvement and participation.
3. Leaving a Lasting Impression
Traditional advertising methods often think about the short term. The ads run for as long as you can pay for them, and then it is over. If you were able to capture people’s attention and convert them into customers, you might have some regulars. However, the impact is temporary.
On the other hand, brand activation offers a more long-term solution. These campaigns are designed to create memorable experiences that stick with your targeted customer base for a long time. Even after people leave the event, they will remember it.
For instance, you set up shop at a local festival. There, you can tell people about your brand, display your brands, and give the people a chance to interact with you. You can get some immediate sales, future orders, and leave a lasting impression on your customers. Not to mention, people these days love to share these experiences on social media with their followers, which is free advertising for you.
4. Two-Way Interaction
When you run a commercial on YouTube, for instance, there is only one-way interaction. You are giving the viewers a lot of information, and you are hoping that somehow you can grab their attention in the first five seconds before they can skip the video.
With brand activation, you get to communicate with the people and listen to them as well. It is a two-way interaction. Through social media, live events, or interactive online experiences, your customers can share their thoughts, participate in activities, and even contribute to your brand’s narrative.
