How to Achieve Brand Activation Through Events

manchester event company guide
manchester event company guide

One effective way to engage consumers, raise brand recognition, and inspire loyalty is to host brand activation events. Our mission at The Chameleon Agency is to help you create experiences that will stay with your target demographic long after they’ve left. To get the most out of brand activation events, this guide will teach you all you need to know about planning and executing them.

Brand Activation: What is it?

The goal of a brand activation is to get consumers involved with a brand in a more personal and meaningful way by designing an engaging experience with brand recognition, customer loyalty, leads and driving revenue as the intended outcomes. Brands can connect with their audience on an emotional level by engaging with them in ways that are memorable and meaningful. Activating a brand is all about making it come to life in a way that people remember and love.

Kinds of Events for Promoting a Brand

Interactive Advertising Campaigns

In order to get consumers involved with a brand on a more personal level, experiential marketing and immersive experiences are becoming more popular. In order to stand out, brands are having to do something different, something that cuts through the noise and doesn’t just make an impact in-person but encourages their audience to share it online. These gatherings can take many shapes, all with the goal of offering something special to those who attend.

Pop-Up Shops: Pop-up stores provide a one-of-a-kind shopping experience by allowing customers to peruse products in an unconventional setting. In order to set themselves apart from the competition, these stores frequently feature time-sensitive sales, unique merchandise, and interactive features.

Interactive Installations: What we call “interactive installations” are eye-catching displays that encourage visitors to engage with the brand in novel and interesting way. The goal of these installations is to captivate the audience’s imagination, and they can take many forms, from technological displays to works of art.

Special Events: These events offer a one-of-a-kind and captivating experience by focusing on a particular theme that is connected to the brand. Brands in the fitness and tech industries, for instance, could organise wellness retreats and futuristic tech expos, respectively.

Collaborations and Sponsorships

The exposure and trustworthiness of a brand can be greatly increased through partnerships with other brands or through the sponsorship of events. It is critical to think about these things when choosing partners.

Make sure the partner’s reputation and values mesh well with your own brand’s. Your audience can become confused, and your brand message watered down if your values aren’t congruent.

Overlapping Target Audiences: To increase exposure, team up with businesses that aim to reach the same people. Your message will reach its intended audience thanks to this overlap.

Choose events that are both relevant to your business and likely to strike a chord with your target demographic. A health food company may choose to back a running event, while a high-end fashion house may team up with a prestigious runway show.

New Product Releases

A well-planned event is a great way to introduce a new product to the market and get people excited about it. If you want your product launch to be a smashing success, follow these guidelines.

Design an event that showcases the product’s features in an engaging and memorable way to create a unique experience. Interactive demonstrations, live presentations, or practical exercises could all fall under this category.

Exciting Demonstrations: Showcase the product’s advantages through live demonstrations. The power of seeing a product in use often outweighs that of any advertisement.

Coverage in the Media: Reach out to influential people and media outlets to increase the event’s visibility. A great way to increase the credibility of your product is to get positive coverage from influential voices in the industry.

Organisation of a Brand Activation Gathering

Defining Specific Goals

Determining your objectives and goals is the initial stage in organising a brand activation event and they are critical steps. To make sure that everything about the event contributes to reaching your objectives, it’s important to have clear goals to follow while you plan. Possible goals may include. 

Increasing the recognition of your brand: You can do this by holding an event that draws in many people and gets a lot of press. This will help spread the word about your product to more people.

Boosting Sales: If you’re looking to increase your event’s sales, you might want to think about including exclusive product releases, discounts, or special offers for attendees. This not only enhances the experience for attendees, it also gives them an extra incentive to attend on the day.

In order to get a feel for what your customers want, it’s a good idea to set up avenues for them to communicate with you directly and provide feedback.

Finding Your Ideal Customers

If you want your event to be a success, you must know who you’re catering to. Here are some strategies to help you identify and understand your audience:

Tip 1: Examine information regarding age, gender, place, and hobbies when conducting demographic research. You can use this data to make the event more relevant to the attendees’ interests and habits.

Tip 2: Divide your audience into subsets according to their habits and interests. Different segments of your audience can be catered to in this way.

Tip 3:  Plan your brand activation event to deliver on the interests and requirements of your attendees. Remember these events are a balance between promotion and sharing value. Attendees are more likely to connect with and remember experiences that are uniquely tailored to them.

Allocation of Funds and Other Resources

The key to a successful event budget is making sure you don’t go over your allotted amount. In order to allocate resources efficiently, consider the following:

Spending Prioritisation: Figure out what needs paying for and put money towards it. Prioritise those aspects that will have the biggest influence on reaching your goals. By being efficient with your budgeting you will get the most ROI out of your campaign.

Sponsorships: team up with other brands to divide up the expenses. You can reduce costs and boost your event’s credibility by securing sponsorships. It’s a win win.

Using What You Already Have (Be resourceful): Make the most of what your business already has on hand to cut expenses. Making use of in-house technology, reusing materials, or drawing on the knowledge of your team are all examples of what this could entail.

Putting Your Brand Activation Event Plans into Action

Promoting and Advertising Prior to the Event

If you want people to show up to your event, you need to publicise it in advance. To get people excited and guarantee a good turnout, try these simple yet effective tactics;

Social Media Campaigns: Engage prospective attendees and build anticipation through social media platforms. Produce event landing pages, disseminate teasers, and run targeted advertisements to attract attendees.

Marketing through email: Use your email list to send out personalised invites and reminders. Promoting the event to current customers through email can be a very efficient strategy.

Come together and share the news: One of the quickest and most effective ways to spread the word about your event is through your existing network. It’s likely you and your team are all active on platforms like LinkedIn. You should all share what you have planned and what your hopes are to achieve. Share each others posts and create a real buzz to your existing network who already know, like and trust you.

Exciting Projects for Your Event

At its core, an effective brand activation event is an interactive and engaging series of activities. To make your event one that people won’t soon forget, think about using these ideas:

Put your goods and services on display with live demonstrations. Witness the advantages of your products and services up close and personal with a live demo.

Conduct workshops that provide participants with opportunities to learn about your brand while engaging in hands-on activities. Workshops are a great way to teach people new things and get them invested in your brand.

Make exhibits that encourage audience participation in exciting and unique ways by incorporating interactive elements. Touchscreens, VR experiences, and interactive art installations are all examples of interactive elements.

Maximising the Use of Technology

The event experience and the data it produces can both be improved with the help of technological integration. To make the most of technology at your event, consider the following:

Create an event app with schedules, details, and interactive features for mobile devices. Personalisation of content and real-time updates are two ways an app can improve the experience for attendees.

Make some eye-catching virtual reality experiences to promote your business. VR has the potential to take attendees to fantastical realms and provide them with novel ways to interact with your merchandise.

Incorporate social media by having participants use a designated hashtag to talk about the event online. Your event’s reach can be magnified and a feeling of community can be fostered among participants through the integration of social media.

Checking in on How Well Your Brand Activation Goes

Metrics for Evaluating Success

You can gauge the efficacy of your event by establishing and monitoring pertinent key performance indicators. 

Tip 1: Keep close tabs on the turnout to get a feel for how many people were interested and how far your message went. If the turnout is high, it could be a sign of enthusiastic brand loyalty and successful advertising.

Tip 2: Engage with your audience on social media by keeping an eye on their likes, shares, and comments. Metrics gathered from social media can tell you how many people were interested in your event.

Tip 3: Examine sales figures to find out how much money the event made. A successful activation of the brand can be determined by an uptick in sales or conversations with warm leads after the event. Remember, community building comes first, sales come after.

Gathering and Examining Criticism

You can learn a lot about what went well and what needs improvement by asking for feedback from those who attended. Here are some of the ways you can gather and analyse comments are as follows:

  • Distribute surveys to gather feedback and ideas from attendees. Several facets of the event can be better understood with the use of surveys.
  • Keep tabs on what people are saying and doing on social media to get a feel for how the public feels. Instantaneous comments and suggestions for enhancement are available on social media.
  • Have them communicate with your team in a one-on-one setting. In addition to building personal relationships, face-to-face interactions can offer insightful qualitative feedback.

Following the Event

Keeping in touch with attendees even after the event has ended is essential for keeping the energy up. Some good methods of following up are these:

To show your gratitude for their attendance, send them a personalised thank-you email. Saying “thank you” from the bottom of your heart can make a lasting impression and inspire more participation.

Exclusive Deals: As a thank you, give the attendees exclusive access to certain sales or discounts. In addition to rewarding loyal customers, special offers can boost sales after the event. Take the time to follow up with them via email or even over the phone, this shows your care, makes your attendees feel special and gives you the opportunity for fast and honest feedback.

Continue the buzz by promoting the event by posting photos, videos, and highlights to social media and your website. Sharing selfies and mentions is a great way for attendees to remember who they met and acts as a great icebreaker for sending your new connection request.

Examples of Fruitful Brand Activation Campaigns

Share a Coke Initiative by Coca-Cola

Customers felt a deep connection to the Coca-Cola brand when they were able to locate bottles bearing their names as part of the company’s personalised bottle campaign. As an example of the efficacy of customisation and emotional connection in activating brands, this campaign achieved remarkable success in increasing brand engagement and sales.

The Nike Run Club

A sense of belonging and devotion to the Nike brand were nurtured by the running events that the company hosted. Regular running events allowed Nike to foster a sense of community and promote brand engagement. The significance of cultivating a feeling of community and belonging in brand activation was brought to light by this approach.

Flugtag by Red Bull

Participants at Red Bull’s Flugtag event were encouraged to construct and pilot their own aircraft, which captivated the audience. This daring and one-of-a-kind event solidified Red Bull’s reputation as an adventurous and forward-thinking brand.

Is Your Brand Prepared to Take Flight?

Professionally orchestrated brand activation events will captivate your target demographic like never before. Creating results-driven, memorable brand experiences is our forte here at The Chameleon Agency. If you need assistance creating events that connect with your target demographic and further your brand’s goals, our team of specialists are here to help. Get in touch with us today to begin organising your next event and have your brand becomes the talk of the town.