Here is an example of how brand activation can work. 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.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.To inspire demand for a particular brand, they must tap into the consumers’ passions using creative strategies and ideas.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.
They have to find brand positioning that will uncover assets that will highlight long term benefits to the company.īrands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. This also encompasses the brand figuring out a few core features that will distinguish them amongst their competition in crowded marketplaces. This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events. Consumer brand activations are a very crucial part of building a positive perception of a brand The process of making a brand well known and loved by consumers is called brand activation. Sales tripled within five years with the campaign “drive it like you hate it” being a huge success. Through the uses of consumer engagement marketing channels, such as memorable ad campaigns, experiential events, viral growth, and consumer participation strategies, Volvo managed to gain the acceptance of the American consumer as being a tough and reliable automobile. when the company tried to enter into the US car market in 1962, Americans knew very little about this Swedish car maker. When a product is first manufactured it is virtually unknown to the general public. 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?
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