Brand Activation

Brand Activation Orientation

15th Aug 2011

Fahad Riaz Ansari

4 Ps…

Promotion…Promotion includes all communication and selling activities to persuade future prospects to buy the product. Promotion decisions include:

■Advertising■Media Types■Message■Budgets

■Sales promotion ■Personal selling■Public relations■Direct marketing

Below the line..?

Brand Activation..?

“A marketing interaction between consumers and the brand, where consumers can understand the brand better and

accept it as a part of their lives.”

“A marketing interaction between

consumers and the brand, where consumers can understand the brand

better and accept it as a part of their lives.”

“Brand Activation a relatively new "term" in the industry. It's pretty simple really; it's all about bringing the spirit of brands to life

“Brand activation is a process that starts with a very lucrative idea of making your targeted consumers to try your product and it ends with the repeat purchase by the same consumers

Brand Activation is the core marketing process through which we bring a brand to life - consumer LIFE! - through a variety of brand experiences.

for this reason! the term "brand activation" has entered the lingo in the current marketing scenario, and is revolutionizing advertising…..Brand activation is not a theory; it is a practical and logical form of integration that enables a company or its brand to focus on delivering activities, rooted in the fabric of the brand, that engage with customers. .

Radio Channels

Newspaper

Magazines (50+)

Cable TV

Web Online Point of Sale

Billboards

Instore / Onstore merchandising

Word of Mouth

Cinema

Out of Home

Direct Marketing

SamplingEvents/Sponsorship

Road Shows

Integration of Media

PR

Television

Mobile/SMS

Outdoor media

Float drivesFloat drives

Instore PromotionsStall operations


MerchandisingMerchandising

Channel Marketing Support


SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan


































Outdoor media










Outdoor mediaOutdoor media



Outdoor mediaOutdoor media

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objectives

enhance brand image & equity

provide brands with unique brand platforms through which they can gain maximum mileage for their product.

activate brands in a revolutionary way of standing out of the clutter and obtaining differentiation and competitive edge.

Enhance and induce brand trial to specific target market.

activation ideaCreative theme derived from the Activation Platform, that can work across channel-specific activities, to achieve the brand’s marketing and communication objectives

platformA physical or emotional space in consumers’ lives that enables the brand to interact in a distinctive and meaningful way.

process

process

Brand Brief

Getting the right agency on-board..

Execution Power

Account Management

Strategic Power

Transparency

Responsiveness & speed

Creative Power

Cost effective

Key project cost elements..

Fixed - Variable

Fabrication

Human Resource.

Accommodation

Transportation / Logistics.

Tax Management.

Service Fee / Commission

evaluation..Punctuality

Quality of Human Resource/Staff (Briefing, Appearance, Skills)

Activity Communication and Reporting

Field Supervisory Controls

Geographic knowledge of town/area of the Agency

Timely Maintenance (Re-action time on Props, stalls etc)

Support (Field Issue Handling / Flexibility)

Coordination with Company Field Staff, Distributor, Warehouse.

Consistency of field Staff as agreed.

Ethical Practices

Proactive approach towards the project

Relationship of Agency towards Field activity Staff. (payments, food, logistics, etc)

thank you

Documents

Brand Activation