At its heart, activations are meant to move people to act. In fact, their purpose is in the name; these are events that ‘activate’ consumers towards the brand. Because actions are so crucial, it’s critical to determine the behavior that this type of event must inspire.
What’s Your Goal?
The range of acts a brand activation can inspire is countless – especially in today’s world. As mentioned in the last installment, activations have actually grown more effective in the digital age as technology extends its ability to interact with people. You have more options to explore, especially when following an integrated approach that combines these events with social media and PR. You don’t have to limit yourself with actions that can be performed at the venue. Some general acts that your activation can achieve include:
- Sample your product
- Watch a product demo
- Encourage a purchase
- Follow your brand’s Facebook page
- Sign up to your database
- Participate in a viral video
- Post a testimonial
- Gather donations for your brand’s CSR
- And a lot more
When planning your activation, enumerate the actions that you want to encourage. It’s best to focus on a few instead of trying to incorporate everything. Not only will this make it more likely to succeed, it will also help you in designing of the event.
These actions must also be quantifiable. Your activation must not strive to make people happy or something else that can’t be measured. Measuring quantifiable acts – aka goals – will make them easier to achieve.
Lastly, these goals must integrate with your overall company objectives. Getting those sign ups might not directly translate into immediate purchases, which your brand needs more now. Understand where a particular activation figures in your sales funnel and utilize it accordingly.
Achieving Your Goal
Once your goals have been set, it’s time to create an activation that can achieve it. The first step is by crafting your overall message and theme. What do you want people to experience and to do? Don’t forget to tailor your message to your ideal buyer to increase its effectiveness.
Next, list the various elements that you need to achieve your goals. An activation that attempts to increase social media followers might require computers onsite or be integrated with a social media campaign. Identify them early to ensure that they’re included in the final design.
Lastly, combine your message and elements into a single design. How? Find out in the next installment of this ongoing series.