What is creating a lot of buzz these days is brand activation event, often termed as experiential marketing. Large as well as start-ups are using this methodology to bring more users to their store and trigger engagement on social networks. Rather a new approach, these types of events have shown effectiveness in delivering both in-store traffic and online visitors. The impact is wide and effective.
Why activation events?
These events have enabled brands, new or established, to create wonderful experiences for audience and also attract the right audience, while driving more traffic to their offline store. Event activations also provide an interesting way to introduce customers to new merchandise. Brand activation events have been helpful in attracting customers to stores and hence provide a unique experience that cannot be mimicked through any online promotional activities. The result is humungous with enormous participants and in-store traffic, all of them sharing their experiences online. This is further amplified by the in-store audience creating enticing optics for future customers.
Activations are exclusive and have to be planned well. A successful event has the power to drive coveted audience in-store, present new merchandise to them, and deliver an experience that is hard to replicate. It's unique in every sense, which prompts the audience to share their experience online and trigger talks around that.
Generally one-time affair, these events encourage customers to engage with a brand and their products. The overall experience highlights the brand in a completely different way, that's why these events are referred to as experiential marketing as well. These events are different for every brand and market. Considering the wide impact these activations can generate online and offline, startups strive hard to create unique events that get applauds. Many event agencies are offering services to plan and create experiential brand events for startups as well as established organizations. From planning to event booth setup, they manage it all while brands can engage more customers.
Generating the right idea for the event:
The idea should center on something that brings customers to the brand while creating a fun experience. Ideas can originate from:
- The use of the products
- The origin of the brand
- Interest of customers (in activities organized during the event)
And more…
While brand-activation events are gaining immense popularity, their occurrence is still rare as compared to other types of events for customer engagement. That being said, the impact of brand activation events is remarkable.
