Have you ever noticed when you go to buy a popular brand’s product, do you ever stop to ask yourself, how did they become so trustworthy and admired?

When a product is first manufactured it is virtually unknown to the general public. Take an example of any brand, when the company enters the market the customers know very little about it. Through the uses of consumer engagement marketing channels, such as memorable ad campaigns, experiential events, viral growth, and consumer participation strategies, brands manage to gain the acceptance of the consumer

Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the brand.

Activations encompass the brand figuring out a few core features that will distinguish them from competition in crowded marketplaces. They have to establish brand positioning that will uncover the core and present to the customers live.

Consumer brand activations are a very crucial part of building a positive perception of a brand 

This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events.

Brands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. These marketing events must bring up positive feeling in the minds about them in order for them to become loyal customers and purchase their products.

Key Principles   

  • To inspire demand for a particular brand, they must tap into the consumers’ passions using creative strategies and ideas
  • Timing plays an important role in connecting consumers at the right time, and the right place so that the consumer becomes a motivated user and fan of the brand
  • Using activation strategies, such as in person experience events,this can lead to the consumer starting to believe in the brand and what it stands for, which is a closer step in the path to purchase


Author: Ganesh Iyer