Top Technologies for Better, Cost-Efficient Brand Activations
by Barsha Bhattacharya Marketing Published on: 15 September 2023 Last Updated on: 08 November 2024
Brand activations are an incredibly effective tool when you want consumers to connect with your brand, experience your products first-hand, and engage multiple senses. While traditional marketing is bound by media, brand activations are a chance to create a real-world experience.
The upside to brand activations is that you create a more memorable campaign that will long outlive any traditional advertising campaign in the minds of consumers that you reach.
That said, new technologies are making it more cost-effective to run brand activations, and they can improve the quality of the experiential campaigns you want to run. These are some of the most powerful technology tools that marketers and brands need to add to their arsenals to improve the ROI of their brand activations.
What Is The Significance Of Brand Activations?
Among the biggest reasons to incorporate brand activation is the reason to generate more buzz. It definitely creates a larger impact in the minds of your potential audience and bridges the gap between you and them. Moreover, it is an excellent way to approach your audience with a new product or service launch.
However, the downside of activations like these is that they’re likely going to reach fewer people than traditional in-home or out-of-home advertising. The cost per impression for brand activations can be higher than other campaigns, although you’re investing in higher-quality impressions.
Brand activation has always remained a cost-efficient marketing form. Even at low prices, it can benefit your brand significantly. However, you might need strategic planning to reap the overall advantages of activation.
Technologies That Improvise Brand Activation…
At present, technology has been benefitting numerous sectors. Activation is something needed by all businesses, irrespective of their niche. Hence, if you are one such business owner with a dilemma, here are a few technologies that will help your brand to stand out:
#1 Portable Digital Billboards
One of the most useful tools you have in your toolbox for brand activations is portable digital billboards. Marketers are no strangers to digital billboards, but they’re used to it being an expensive and cumbersome process to bring them into outdoor environments.
That’s all changed thanks to BIG Digital billboards. The company has introduced digital billboards that are made for portability. First, they’re battery-powered with hours of use, meaning you can place them wherever you need.
They’re also weather-rated and designed with industrial strength to handle movement and vibration.
#2 Augmented Reality
As Augmented Reality becomes increasingly widespread, marketers are tapping into innovative approaches that can improve the consumer experience in new and exciting ways. AR allows you to incorporate digital elements on top of a projection of the real world from a digital camera. It’s being used in gamification experiences, virtual fitting rooms, and many more opportunities to interact.
#3 Projection Mapping
Projection mapping is where you display a digital image on a 3D surface. Marketers use it to project their displays and campaigns on a wide variety of surfaces in the urban environment. Projection mapping is a tool for taking over a space and making a big impression.
While bigger brands can certainly invest their time in it, smaller brands can also make the most of projection mapping. Nothing but strategic planning will do.
#4 Mobile Integration
Brand activations are a great introduction, but they’re even more successful when they’re just the start of an ongoing relationship with consumers.
Mobile integration opens the door to an ongoing relationship with consumers through notifications, newsletters, and other communications. The first step is getting consumers to consent to mobile integration, but once you get that, you can start building a rapport and keeping them engaged with your brand.
#5 Gamification Technology
The secret to making a memorable activation is making it fun. Part of the motivation behind incorporating new technology in activation is to go beyond the basics of a sampling campaign and do something unique.
Different gamification technologies like digital billboards, gesture-controlled screens, and Augmented Reality together can make something special happen.
Before you launch your next brand activation campaign, find out what these technologies can do to enhance the consumer experience and make your campaign more cost-effective.
What Types Of Brand Activation Is Possible With Technological Integration?
On the basis of the business size and its potential audience group, there are different types of brand activation. Reputed brands having enormous budgets also want to become a part of it. But it doesn’t mean that small businesses with minimal budgets cannot do it. Hence are a few common types:
Experimental Marketing
Prestigious businesses are most likely to leverage experimental marketing with the aim of connecting with their consumers directly. This marketing type offers a multi-faceted brand impression along with a unique interactive experience.
Contour, with its adult-sized baby strollers marketing or Sonic, while selling milkshakes in lieu of Instagram posts- each brand tried their hands on experimental marketing.
In the most recent instance of this advertising, usually, a combination of both offline and online brand activation campaigns are observed. All these solutions help a brand to achieve tons of worldwide impressions.
Promotional Marketing
This particular form of advertising is more for new businesses and startups. They make use of it to enter into new markets and gain more customers. Although, they might use digital marketing apps and a few social media campaigns for this purpose.
Running different campaigns along with different influencer marketing are a few ways of advertising through promotion. With this, modern brands try to acquire significant brand activation goals.
Promotional marketing also helps a brand to gain a loyal consumer base by boosting brand awareness. They might offer loyalty programs, contests, free giveaways, etc.
Summing It Up…
To “activate” your brand, you have to begin with deciding where your audience is engaging the most. From here, you can choose what kind of ideas are worth investing in.
With all these tips and technology, you can make brand activation possible. So, that was all about it. If this article helped you extract the necessary information, make sure to comment below and let us know.
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