It was all so easy to organise brand activations and achieve huge attendance before COVID-19.
You have to really think outside the box.
Here’s our take on how to run successful brand activations in 2020…
Offer a digital version
Consumers have been spoiled for choice as brands adapt their delivery online.
Virtual concerts, online shopping, streaming entertainment…
Do you think they will be satisfied just going back to normal, before the added convenience of digital access?
Forward thinking brands like Supercars have taken to digital formats and live streaming to deliver their fans with a new and exciting way to enjoy their sport.
Not only has this been helpful during event restrictions, it’s enabled even their remote fans to participate.
Australia is at a point where we’re starting to open up to the idea of getting back to the events we all know and love.
To cater to your customers new normal, you need to adapt your old strategy and combine it with the new tech solutions you’ve been using to offer something more effective and far reaching than ever before.
1. Offer a digital version to boost your reach
If you’re investing in an in-person event, you’re missing out on a huge group of people who would engage if they had the chance.
Sometimes time, logistics, distance and money get in between your fans and your events.
You’d be wise to also run it online through a live stream or online ticketed event to reach the maximum amount of people.
Contact us to know more about running a successful and wide-reaching brand activation.
2. Run online promotions to increase awareness
Word of mouth.
It’s a very powerful tool these days, because people trust the advice of their friends and family over an anonymous business.
Online competitions come in many forms, chat to our team to know more.
3. Link your in-person activation with a digital element for more impact
Boosting your online presence is always a good idea.
Perhaps you offer free entry in exchange for following your brand’s Instagram account, or share a photo of them attending to receive a gift.
Not only will this build your network, it will increase brand awareness organically.
Capture their attention
How do you stop someone from walking/scrolling right by?
It’s the classic marketing question. What will grab and hold a consumer’s attention?
With so many strategies out there, it can be difficult to choose which to spend your time and budget on.
Here are some sure fire ways to get their attention.
1. Know your audience (avatar) to reach them in the right way
If you don’t know who your audience is on a deep level, you risk missing opportunities and having your marketing fall on deaf ears.
This is the first step to truly effective marketing for any brand.
2. Offer behind the scenes to tease the value
It’s not enough to give surface value anymore.
Try posting BTS videos, live streaming the ‘making of’ process, and even hosting events that allow avid fans and community members to see what goes into the end product that they love so much.
3. Speak their ‘language’ to capture their attention
Once you know your audience/avatar really well, you can use words, references and styles that you know will be interesting to them.
It’s so easy to scroll or walk by, but when something is personally relevant, people will stop to find out more!
Make it meaningful
Do your customers/fans feel valued?
With social media and the internet, everything is available at our fingertips at the click of a button.
It’s convenient, but it can get in the way of genuine connection.
Maybe that wasn’t so important before, but now, your customers look to brands for that social satisfaction.
Great brands create community, common grounds and connection.
Here’s how you can do that for yours:
1. Tell your brand stories to make a meaningful impact
Nothing is more moving or memorable than a great story.
In fact, people more often than not buy from brands that they personally feel connected to, and that connection comes from a story.
Think about it.
When industry-leading brands like Apple, Nike and Coca Cola run an ad, do they list off the features and benefits, or do they take the viewer on a journey of emotion?
2. Personalise the customer experience to make them feel valued
Have you ever dealt with a brand and felt like just a number? It’s not a good feeling, and your customers know it all too well.
Stand out from the crowd by giving your customers something just for them.
Whether you use pixels to track their online behaviour and offer them discounts on items they’ve browsed, or just reply to their comments,
3. Encourage conversation (comments, shares, DMs) to boost engagement
You’d be surprised how much your community will respond if you only ask!
Give it a shot next time you post content.