5 Reasons Why Your Business Needs A Brand Activation In 2022.
Consumers are hungry for an experience-based connection with your brand.
The more relevant the experience, the more likely consumers are to reward your brand with their loyalty.
What is a brand activation?
A brand activation is a unique in-person campaign, event or experience that form lasting relationships between brands and their people. At Lyra Studios, we tailor these campaigns to increase consumer engagement and interactivity with the brand.
In today’s world, old-fashioned marketing efforts simply don’t produce needed results, so to take full advantage of the web and social media marketing potential, a big splash is necessary. Brand activation events are a great way to break through the clutter as part of integrated marketing communication and be heard by the prospects in your market.
5 reasons why your business needs a brand activation in 2022.
1. Uniquely Engaging
Consumers are over the “irresistible” sales and marketing campaigns, as they come across as fake. Instead, in our hyper-connected world, consumers are demanding unique and authentic engagement with brands before they give their loyalty.
“Did you know that it takes 5 to 7 impressions for people to remember a brand? With branding, the goal is to continue making those positive impressions on an ongoing basis.”
One of the best methods is through brand activations.
2. Builds Lasting Relationships
When brands produce relevant, on-brand, interactive experiences for a consumer, consumers are more likely to reward them with activity, whether that be word-of-mouth marketing, sharing content on social media or purchasing products. Brand activations strengthen the existing relationship between brands and their people, by creating an emotional connection.
These active customers can drive significant growth for companies, and the more active customers a company has, the more growth it will likely attain.
“2018 research from Epsilon and GBH Ventures (via McKinsey) found that 80% of respondents wanted personalisation from retailers.” This means that brands that ignore this trend may find themselves losing market share.
3. Increases Sampling Of Products
Product sampling hypes sales. Arbitron and Edison report that 35-per cent of people sampling a product will buy it. Thus an uptick in product sales is a great way to determine whether your campaign worked.
In a Bizzabo study,
“95% of the business owners it interviewed, stated explicitly that they believed branded events were the best possible way to get potential customers interested in their brand, and engage with it in a fun, creative way.”
This is a resounding endorsement of the use of brand activations as part of integrated marketing communication.
4. Increases Brand Awareness
Reach new audiences that have yet to engage with your brand. This study was undertaken by Event Track 2018 Executive Summary shows that out of all the people who attend a branded event, 91% said they were able to understand the brand better and establish a deeper connection with it afterwards.
5. Increased Social Media Engagement
Shared content is a huge driver, especially when the brand activation is fun, memorable and outlandish. Brand activations can leverage all the traditional benefits of increased social media engagement, including customer insights, increased web traffic, targeted ads with real results and increased brand awareness to name a few.
And there are more… additional benefits of Brand Activations
Customer acquisition - increase in revenues and sales numbers following your brand activation efforts is a sure sign that you did something right.
Generate relevant customer data and opt-ins, this can include qualitative and quantitative data.
Gain live consumer feedback as they engage with your brand.
Tailor your brand’s offering to become more relevant according to your data collected.
Distinguishes you from competitors, as brand activations are still not widely used as part of many brands’ integrated marketing strategy. This has the added benefit of increasing repetitional growth.
Just a few ideas for your next brand activation.
Branded vending machine
Offset a certain amount carbon per item sold. Include a live calculator for how many KGs are offset.
Instagrammable photo opportunities
Branded game ideas: table tennis, billiards, air hockey, boules, axe throwing, ball pit
Who are Lyra Studios?
At Lyra Studios, we use creative thinking, innovative practices and objective analysis to foster a connection between your brand, your product and the consumer.
We are experienced creatives with diverse backgrounds, we call on this knowledge to look at the expression of your brand holistically and respond to the fullest effect.
We have an extensive network of freelancers, creatives, and visionaries across a broad range of industries that we collaborate with to give us maximum agility, flexibility, and performance.
How we can help.
Without a brand activation, you are missing the opportunity to build authentic, long-lasting relationships between your brand and your customers. Brand activations are something we know a lot about here at Lyra Studios having helped multiple clients with their integrated marketing strategy. You can find some of our recent case studies here.
If you’re already convinced that you need our help, all you need to do is reach out or book a free 15-minute call with Will, our co-founder.
