Marketing activation is a set of operational actions that enable consumers to be engaged through actions oriented towards sales or customer relations. It is the execution of the marketing mix as part of the marketing process.
Marketing activation is often responsible for the first time consumers will interact with your brand in a personal, hands-on way. It is about creating authentic, immersive, personal experiences for your marketing targets.
The aim of marketing activation is to exploit the image, identity and notoriety of a brand in front of the consumer. It is generally considered that media advertising communication is not part of marketing activation.
Marketing activation can be used to:
- Increase brand awareness and visibility
- Generate leads and sales
- Build customer loyalty and engagement
- Launch new products or services
- Promote special offers and promotions
- Support other marketing campaigns
Examples of marketing activation:
- Product demonstrations
- Sampling events
- Contests and giveaways
- Social media campaigns
- In-store promotions
- Experiential marketing events
Benefits of marketing activation:
- Increased brand awareness and visibility
- More leads and sales
- Stronger customer loyalty and engagement
- Higher customer lifetime value
- Positive word-of-mouth
- Enhanced brand image and reputation
How to create a successful marketing activation campaign:
- Define your goals. What do you want to achieve with your marketing activation campaign?
- Identify your target audience. Who are you trying to reach with your campaign?
- Choose the right activation channels. Where will your target audience be most engaged?
- Develop a creative and engaging concept. Your campaign should be something that will capture the attention of your target audience and make them want to participate.
- Promote your campaign effectively. Get the word out about your campaign through social media, email marketing, and other channels.
- Measure your results. Track the results of your campaign to see how well it performed and identify areas for improvement.
Here are some specific examples of successful marketing activation campaigns:
- Red Bull Cliff Diving World Series: Red Bull has created a global sports event that showcases the daring and athleticism of cliff divers. The event is streamed live to millions of people around the world and attracts thousands of spectators in person. Red Bull’s sponsorship of the event has helped to increase brand awareness and engagement among its target audience of young, active people.
- Dove Real Beauty Sketches: Dove’s Real Beauty Sketches campaign challenged the traditional definition of beauty by asking women to describe themselves to a sketch artist who could only see them behind a curtain. The sketches were then revealed to the women, who were often surprised and moved by how beautiful they looked. The campaign was a huge viral success, generating millions of views and shares on social media. It also helped to boost Dove’s brand image and reputation.
- Old Spice The Man Your Man Could Smell Like: Old Spice’s The Man Your Man Could Smell Like campaign was a humorous and irreverent take on men’s grooming products. The campaign featured a series of commercials that showed a confident and well-groomed man attracting women and turning heads. The campaign was a huge success, helping to increase sales of Old Spice products by 53%.
- Coca-Cola Share a Coke: Coca-Cola’s Share a Coke campaign was a simple but effective way to get people to connect with the brand. Coca-Cola replaced its traditional branding on cans and bottles with the names of popular people and places. The campaign encouraged people to share Cokes with their friends and family, and it helped to create a sense of community around the brand.
- Nike Find Your Greatness: Nike’s Find Your Greatness campaign is a powerful and inspiring call to action that encourages people to reach their full potential. The campaign features a variety of athletes and other individuals who have achieved greatness in their respective fields. The campaign has helped to motivate people to pursue their dreams and achieve their goals.
Dove’s Real Beauty Sketches campaign is a great example of how marketing activation can be used to achieve specific business goals. The campaign helped to increase brand awareness and engagement among Dove’s target audience of women. It also helped to boost Dove’s brand image and reputation as a brand that supports and celebrates real beauty.
The campaign was measured in a number of ways, including:
- Website traffic: Dove’s website traffic increased by 120% during the campaign.
- Social media engagement: Dove’s social media engagement increased by 230% during the campaign.
- Brand awareness: A post-campaign survey found that 70% of women were aware of the Dove Real Beauty Sketches campaign.
- Brand image: The campaign helped to improve Dove’s brand image, with 65% of women saying that they had a more positive view of Dove after seeing the campaign.
Key performance indicators (KPIs) to track:
When measuring the results of a marketing activation campaign, it is important to track the KPIs that are most relevant to your specific goals. Some common KPIs include:
- Brand awareness
- Brand engagement
- Leads generated
- Sales generated
- Customer lifetime value
- Website traffic
- Social media engagement
- Event attendance
- Media coverage
By tracking these KPIs, you can measure the effectiveness of your marketing activation campaign and identify areas for improvement.
Marketing activation can be a powerful tool for businesses of all sizes. By creating engaging and immersive experiences for your target audience, you can build stronger relationships with your customers and achieve your marketing goals.