Pouring life to a brand through - brand activations

Rather than capturing and stacking the maximum market share, marketing is all about the throat-slit competition that wage-out adversaries, we all are aware of that. It’s a major pointed-out thing that is a priority for businesses to excel in their lanes, and achieving it becomes very important somehow. Doing something out of the box will eventually help in achieving that – creating and planning innovative promotional ideas that are following the targeted audience will make the brand (and its products) closer to them. And marketers are regularly scratching their heads (mostly in post-pandemic times) to ship the brand to the higher and limelight. One such method we will discuss is ‘Brand Activation’.

Foresightedness is the key to making a strategy sustain for longer periods and its success depends on the opportunities grabbed on a timely basis. Amplifying sales and simultaneously managing a brand is damn critical as both of them share affectivity in an ‘indirect proportionate’ way. Brand Activation caters to a product in an experiential manner relating it with the brand. The basics and the cores of a brand are used while brand activation. And that’s a major task to be accomplished by a product manager to communicate brand ethos to its target audience. Being selective while choosing products for activations unlocks the potential of the activation in full form and insights, results gathered later will reflect accordingly (mostly on positive notes).

Besides, making a brand popular and driving credibility amongst its audience, brand activation allows a direct, first-hand interaction/experience of consumers with the brand and its products. This results in boosting sales as well as pouring customer loyalty into the brand’s basket.

Brand Activations Can Be Shot Through These Two Methodologies:

ABOVE THE LINE

ATL method help brands in reaching the masses by using traditional mediums of advertising like Print, Television, and Radio. For example, more than a hundred ads run daily on these television sets capturing millions of minds at the same time. It helps in brand activation to target consumers by spreading a message (in form of AV ads) particularly about a brand or its product in the market. Though ATL promotional methods reach masses they lack the integral feel and touch that can only be achieved through direct customer involvement. Sometimes, brands become pessimistic due to this, as their credibility and customer loyalty (earned) get affected.

BELOW THE LINE

Below the line, promotions capture the sole purpose of creating a brand activation i.e. direct customer involvement and participation with the brand. It places the product directly in the targeted market and welcomes all types of feedback. For BTL promotions, activities that are profoundly incorporated are roadshows, product launches, social events, corporate events, and other dealer-related activities. These activities not only boost direct marketing but also help in building credibility for a brand.

Through BTL activities, brands accumulate the power to convince their TG directly that how they are best in the game and different from the rest. It roots from the claims shouted through ATL activities and the proofs are given from BTL activities through handing out samples of the products. Customers are the ones here to decide whether to trust the brand or Nah.

Time talks that BTL Advertising is much more effective in narrating a brand’s story to the audience and generating sales as compared to ATL Advertising in brand activations.

Product launches share a critical space for a brand’s survival. Innovation in planning, creating, and executing in ‘brand launches’ depends on how the audience will conceptualize and perceive a certain brand.

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