Every business owner wants its brand to be fitted in their customer mind just like a song that sticks in someone’s head. Over the years, it has truly become quite difficult to do so with the evolving marketing world.  As quoted by Brand Strategist, Rod Parkes, ”The brand owner can no longer dictate the meaning of the brand; it is the customer who defines this, and customers today’s cannot be so easily told what to think”. It clearly states the changing marketing phenomenon.

In order to stay ahead in the competition, more and more brands are moving towards brand building activities. It has been observed that 79% of brands spend more on experiential marketing. This has certainly increased the use of brand activation as a part of the promotional activity.

The Charm of Brand Activation

It is important to note that rushing into this new market can lead to losing focus on crucial factors which are essential for any effective marketing campaign. When you have right values and approach you need to make sure that these brand promotion activities are precisely targeting and engaging the right audience which will lead to sales uplift and brand awareness. This process of building positive brand perception is an influential way of generating customer engagement.

  1. Hold on to the Brand Values

Values play an integral role in developing any connection. We often identify those who share our values and conflict with those who oppose them. The same is with brands; it is hard to accept but we always tend to move towards those who share the mutual thoughts. The btl activities in marketing are all about brand culture and its values. As a marketer, one should understand that brand activation is not just an opportunity to separate you from other brands but there is much more to it. In order to ensure your experiential activities generate valuable qualified customers, it is essential to understand the purpose of marketing.

  1. Hold on to your Valuable Customers

Generally, it is found that brands that devote limitless hours evolving customer personas often fail to make an impact when they attempt to be popular in the mainstream.  It is important to understand that they are risking their brand growth by estranging their existing customers in search of prospect ones. Evaluating the right brand activation ideas hold the opportunity to generate brand awareness. When executed the right way, brand activation can certainly be a valuable form of promotion that yields qualified leads rather than passer-by visitors.

  1. Hold on to the Brand Experience

The brand experience is the most significant aspect of brand activation. It is the crucial point of your campaign which will work as the deciding element for most visitors to become your customer. If the goal of btl marketing activities is to develop an emotional bond with the customer, it is important that this connection is developed with the brand’s product or services or else it would be wasted leading the customer in the wrong direction and affecting the chances of high ROI.

Lastly, always remember that adding value is essential in brand activation. It can be in any form, a simple advice to get more out of your service, a free product sample or some discount offers. Whichever way you choose the crucial success factor hinge on being genuine. Nowadays, customers are wise enough to understand all the marketing tricks that companies used as brand promotion activities. By having an honest value, a customer is more likely to purchase, recommend and become a genuine purchaser of your product or service.