Five Steps to Design Brand Activation Programs That Inspire Consumers to Act
The debut of interactive soda machines that enable you to create virtually any flavor of drink you desire by pushing different buttons represents innovation — and a physical manifestation of brand activation.
You might not invent the next interactive soda machine but you, too, can execute effective brand activation. How so? By creating an ardent connection between your brand and customers that motivates them to take desired actions.
Brand activation comes in many forms and is delivered through multiple channels. Brand activation that resonates with customers and achieves results calls for strategic planning that starts with “why.” Why will your target audiences care? Why would they engage? Then focus on the “how.”
Whether the objective is to move products off the shelf, sign up new customers, increase subscriptions to an email newsletter or raise support for a cause through donations or fundraising, brand activation is not just about gaining affinity — it’s about inspiring consumers to act. Do you want your consumers to watch a video and then click on an offer, share a selfie with your mascot and hashtag on Instagram, or motivate them to enter a contest that asks them to provide their email address and opt in to brand updates?