Activations are really having a moment. Brands, businesses and public bodies are all making the most of eye-catching, attractive installations that draw attention and help get the message out there. Brand activations have a ton of benefits, creating interactions and engagement that could be just what you need to create interest and boost sales. But let’s face it, activations aren’t cheap, so if you’re going to do one, you need to make sure you get your money’s worth.
Check out these five steps to activation success to help you get strong ROI from your marketing activities.
There’s no point having a brand activation if you haven’t got some clear goals for what you want to achieve with it. For a lot of people, raising brand awareness is the goal, but for others, you may need to dig a little deeper. An activation can be useful if you want to create a successful mailing list, or you want to launch a new product, but if your goals are a bit vague, then you might find it difficult to measure success later on.
Even if you have one set goal in mind, this could change later on depending on the success of your activation. Just like an event or an advertising campaign, it’s good to have an idea of what you want your activation to do so you can make some informed and clear decisions about how it looks, what will happen, and where it will go.
A brand activation needs to command attention, so the design is crucial. If you take a look at some of the best activation designs from last year, you’ll see that many of them were big, bold and in many cases, a bit quirky.
The perfect design will need to be eye-catching, but also reflect your brand – you need people to remember you when they see you. It’s also important to ensure your activation can be used many times over, especially if you’re a small business investing a lot of money in this activity. If you plan on using the activation for a long time, at multiple locations, then you can probably afford to spend a little more to ensure it really stands out.
Location is another important consideration for your brand activation. You don’t just want to put it anywhere, hoping it will help you reach your goals. There are all kinds of places that activations can be used, including:
Choosing the right location will largely depend on what your goal is, as well as your chosen audience. Think about who frequents these spaces and which locations are likely to get high volumes of traffic. Sometimes it can be a bit of trial and error to find the right locations, but you should also keep in mind that the weather, events and other activations could all have an impact on your success on any given day.
Setup is important to ensure the success of your activation. If something doesn’t look right, or worse, falls down, you could be left with an embarrassing situation that can be costly to rectify. Choose a trade show installation company with a strong reputation to help make the process as smooth as possible. From transport to setup and take-down, having someone reliable to help you can ease a lot of the activation stress, and ensure you’re all set and ready to go to have a great day.
To ensure you get the most ROI from your activation, it’s vital that you evaluate. You can measure activation success by referring back to your initial goals and seeing how you performed against your targets. Establishing what worked well and not so well can help you plan better for the next time, making each event more successful than the last. You could also ask for feedback from customers, followers, etc., to help you see which elements people enjoyed and where there’s some room for improvement.
Activations are becoming more and more popular as brands look to make a big splash. Whether you want to increase your social media following, generate some buzz around a product or even drive interest in your brand, an activation can be a fun and creative way to make it happen. With clear goals and a stand-out design, you could have the perfect marketing activity to boost your brand’s success.
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