When you want to create a brand activation campaign, the underlying objective should be to develop a face to face two way conversation with the customers.
Consumer brand activations help to bring life into a brand and can build a very loyal fan base. The caveat is we need to create an engaging and memorable experience that helps connect with consumers
Here is a list of some of the measurement factors to keep in mind.
- Consumer reach. How many targeted consumers would this campaign activation touch and reach? Is it a nationwide, citywide or hyper local?
- Brand relevance. Is this activation strategy and campaign relevant to the brand’s message and core values?
- Return on investment. Can you measure the benefits vs the cost? Activation awareness campaigns should not always be measured in financial terms and sales. Were you able to capture consumer data, such as emails, phone numbers, social media followers and other future marketing leads and opportunities?
- Long term potential. Do these activations campaigns give the brand any potential to gain sizeable long term benefits?
- Integration capabilities. Will this brand activation campaign compliment and have the ability to integrate with other types of marketing channels within the company?
- Uniqueness. Does your brand have a unique value or selling proposition that get consumers attention and make them want to talk about it?
- Amplification. Is it possible if needed to be able to make changes in order to increase the amplification of the overall activation campaign?
Author: Ganesh Iyer