We've put together some handy tips and advise enabling you to think smart when it comes to planning your next Brand Activation...
Location is vital to the success of your promotion, taking into account several factors whilst asking the following questions will help you find the right spot…
Think carefully about your target market, firstly, ‘Do they visit the location?' It must be somewhere that a high volume of your target audience regularly visit to ensure your message is getting to the right people. ‘How often do they visit?’ Think about the time of year, take into account holidays and understand the physical movements of your market.
Next ask ‘How long do they spend at the location?’ Avoid wasted expenses on staffing and opening times, if your audience don’t arrive until midday plan your activation to suit.
Your location will dictate many other factors relating to the experience of your activation, take into account the temperature. ‘Is it an outside venue?’ If so make sure you are providing adequate provisions for your staff… A Brand Ambassador that is cold will not perform as well as happy warm one! Plus your visitors will think twice about hanging around to engage if the environment is uninviting.
It has been touched on above, but understanding your target audience is crucial. Get into their minds. What will entice them? What will keep them interested and engaging in your activation long enough to get your message across?
An example being a more elderly audience are often put off by a forceful approach, you would have greater success creating a space that captures the ageing demographic. Once you have them interested in the space and talking with you it is much easier to deliver your brand message.
Remember the three ‘C’s’… Clear, Concise, Creative.
Keep it clear and understandable, you will more than likely be using Event Support Staff or Brand Ambassadors to convey your message. Unfortunately even the best BAs in the country don’t have the time to learn every aspect of your business or product.
Think about time, a concise message is often the best way to go… But consider how long will each engagement last for? If you have a more detailed message it would be wise to create an activation to suit, keeping your visitors engaged and interested in the activation long enough to get your message across.
Creating something different and interesting will ensure visitors are enticed to your activation, take into account your audience what will attract them and how does it relate to your massage. Designing an attractive installation that creates questions, offers experiences and stands out is a recipe for success.
Feedback and Targets:
Always ask WHY? What are you trying to achieve? Make sure you have a clear aim and target. This could include generate more members, data capture, displaying a product or conveying your brand message. Daily reports are important to measure the success of your activation, to get the right information think about creating a custom report form for mangers to complete.
Listen to your Event Manager/s feedback, it is very rare that activations will be perfect from day one. Be flexible and ready to adapt day-by-day, this will only develop your campaign for the better and increase its success.
Your most valuable assets are the boots on the ground who are experiencing the interactions with your audience first hand. If they communicate any issues or ideas of how to improve the activation… Listen and react.
If you are looking for exceptional Event Production and Event Marketing, that have delivered a wide range of Brand Activations and that will take into account all fundamental aspects when creating your next activation… Then look no further, Melt Productions are here to help.
To discuss your next project, you can get in touch with us via the CONTACT page.