Effective Brand Activation: How To Make Shoppers Fall Head Over Heels For In-Store Products

First impressions count in all walks of life, and the same can be true for a brand.

Think of it this way.

Imagine walking into a bar, and you start screaming incoherently at the top of your voice; how good the beer is before you’ve even introduced yourself?

Chances are the unexpecting bypasser will walk away, fast!

Well, the same can be said in getting your brand activation right. Start screaming at the top of your voice; then, you might scare off the buyers.

But get your tone of voice, look and feel, and story right then you’ll probably be off to a winning start!

Brand activation ensures that the brand's value is “activated” in the customers’ minds, and they start associating that value with the brand creating a solid bond between the two.

In this article, we will talk more about brand activations, what they are, and some tips and tricks on implementing an effective brand activation.

So let’s start with the basics!

What is brand activation?

Competition is rife in the world of retail.

Brands are being thrown at consumers left, right, and center, both online and offline. To make an impact, many marketers are coming up with new, creative ways to make their brand stand out to potential customers.

That’s why in-store brand activation is so important as it’s the first time consumers will be able to touch, feel or even taste the brand for the first time.

But brand activation is not only for launching new brands. It’s for all brands who want to continue to engage with their customers and remind them that they’re there.

Your brand needs to give people a certain feeling to make them switch on emotionally. Kellogg’s Corn Flakes, for example, plays on the notion of nostalgia. And if that feeling can translate into your activation, then you’re tapping into parts of the brain that other brands can only dream of.

Brand activation can be a one-time-only product launch campaign or an experiential marketing campaign in which you better engage with your shoppers.

Now, you might be wondering how to “activate” your brand? Well, luckily, we have some options here for you.

Types of brand activations

In-store brand activation

This is one of the most common types of activations, especially for FMCG brands.

Promote where the customers are, right?

A brand activation in-store can help you connect with shoppers right at the point of purchase and increase brand awareness and sales.

You can have a special in-store promotion, host a special event, have a product demo, or rely on technology to promote your product. For example, Tokinomo is a great brand activation robotic POSM that can help you implement innovative campaigns that will engage customers.

Experiential marketing

Another way you can “activate” your brand is to better engage with customers through experiential marketing. Create something unique that offers shoppers a one-of-a-kind experience.

You can have a pop-up store, use a guerilla marketing approach or create a space where customers can test your products.

Sampling campaign

While sampling campaigns usually take place in-store, you could think of a better, unique location for shoppers to sample your products.

Carlsberg implemented an inspiring campaign on the streets of Shoreditch. They had a beer-serving poster that stated: “Probably the best poster in the world.”

Mmmm, Beer!

How to implement a successful brand activation campaign?

Now, you know what brand activation is all about and have some ideas on how to activate your brand, but how do you implement an effective campaign?

Here are four tips and tricks that are going to help you figure it out.

1. Focus on what your brand stands for

You are implementing a brand activation campaign, so you need to make your brand the star of the show.

Answer the following questions to known precisely how to position your campaign:

• What makes your brand and product stand out?
• What are the values of your business?
• How are your products helping customers?
• What differentiates your brand from other brands in the industry?

2. Respect and understand your customers

Some brand activations turned into publicity stunts and gained a poor reputation. These campaigns are not going to improve the image of your brand.

While some might think that there is no bad publicity, you need to keep in mind how people perceive you.

In 2017, Unilever had some backlash when they released their Dove ad on Facebook showing a four-panel image of a young African American woman removing her shirt over three panels.

The fourth panel shows a young white woman. Oops!

So make sure that you have your audience in mind when you plan your campaign. Try to offer customers an exciting experience, not one that feels intrusive, annoying (or, in this case, racist).

3. Humanize your brand

In an expert round-up, Shep Hyken stated: “People don't do business with a company; they don't go to the retailer and do business at a store. They do business with people inside the store.”

That is why you need to take into account the human factor. Having an excellent idea for your brand activation is fantastic, but involving your employees can turn the campaign into a real success.

People feel the need to interact with others, and your employees could be the ones that present the product or help customers at the point of purchase.

For your humanized brand to come through naturally, you also need to tell stories, not just sell products. The stories you tell should make your audience see your business as a likable, relatable person representing your brand.

4. Come up with a creative idea

Coming up with something unique is almost impossible at this point. However, you can still come up with a creative idea and execute it innovatively. Don’t forget to tie your vision to what your brand stands for.

These are just four tips and tricks on how you can implement a successful brand activation campaign.

Make your brand stand out, and don’t forget to collect and implement feedback after the campaign. This will help you in future campaigns, and it will also show customers that you care about their needs and wants.