Brand activation plan

One instant hit with event attendees, is anything which delivers a tangible memento. Ideally- the Brand should be in the spotlight.

If not centre stage- then certainly included alongside the people. They follow clear steps, as they create critically acclaimed activations suited to each individual business. But how does one go about creating a successful brand activation? And how should you coordinate your SEO efforts to complement what your shopper sampling, digital marketing or consumer outreach has begun? While it makes good sense, to arrange a photo booth and produce branded snaps for social sharing, the buzz only lasts a short while.

The secret sauce comes from combining an event with effective search engine optimisation, so that after the buzz- your business, product or service can be found through organic search. Ensure you rank for your brand! Simple, obvious but not always the case in reality. Optimise your website and digital media so that branded searches are pointed to your own assets. If a visitor searches your brand and is taken to a third party site which talks about your brand you often have no control over what content is displayed.

Read More. Brand activation. Sign up for updates. How this guide raises your game. Learn how the marketing mix 4Ps activities can be converted into brand activation. Find out how to influence people who might get in the way of your brand activation. Ready to test your knowledge? What is the role of a Project Sponsor?

To pay the budget for the project. To run project team meetings. To help resolve disputes and disagreements. To set up the quarterly review meeting. Operations and Supply Chain. Sales and marketing. All of the above. Which two areas of performance should you track on ALL brand activation? Website visits and social followers. Store distribution and share of shelf. Sales and consumer metrics.

Operational efficiency and capacity usage. The brand identity. The marketing plan. The GAME plan. In your price plan, having a higher price point generally means …. Sell less units but more profit per unit. Sell more units and more profit per unit. Sell less units and less profit per unit.

Sell more units and less profit per unit. Marketing mix to brand activation In our marketing plan guide, we covered the 4Ps of the marketing mix. But this GAME plan format also serves a second purpose. The next step after the GAME Plans is to identify the key resources needed to deliver the plan :- Who else do you need to involve?

How much budget do you need? When does it need to happen? Product example : Launch a new product Your market research and SWOT analysis help identify opportunities to create and launch new products or services.

This high level project plan captures all relevant details of the project. Project Name Teams of people with different expertise come together to launch new projects. Project code names Project meetings might not always take place in your offices or premises. You get the general idea. Project team. New product launches can be complex projects to manage through a business.

They can involve multiple functions in the business. Each function will have a point of view on how best to launch the product.

Project leader This is the person who is ultimately responsible and accountable for the delivery of the project. A typical project team would be made up of people from different functions in the business. To help draw this line, most project teams will also have a sponsor and stakeholders. Project timeline and key milestones. Objective Similarly, the project summary should include the high level goals and KPIs so that they are easy to find and track.

Project description This is a short summary of how the project itself will be done. Target audience and Point of Difference. The structure of your positioning statement looks like this :- To target audience , the brand is the category frame of reference that delivers the benefit due to reason why as proven by reason to believe.

Competitive advantage You should also capture what type of competitive advantage the project will deliver. Will the project delivery be as expected? Will the project be delivered within the agreed budget? And will the project be delivered on time? Green shows the project is on track — no action is required. Financial data You should include the high level financial plan of what the product will deliver over the first two years. The recent tasks completed section outlines the 2 or 3 biggest achievements since the last project update.

The next steps section shows the 2 or 3 most important tasks to be completed by the next update. Green indicates that the risk is under control and will not impact the project. Amber indicates that some work is required to manage or resolve the risk. Promotion example : Launch a new communication campaign. Work with the marketing agency. This pricing plan would typically have 3 key components from a marketing point of view. Your regular and recommended promotional price.

Competitor price tracking. A price promotional calendar for the year. Psychological pricing We should also mention the phenomenon of psychological pricing. Competitor price tracking Your second price consideration should be how you price relative to competitors. Price promotional calendar. Price challenges Price can be one of the more challenging parts of the marketing mix.

As you can see from our example, these activities may be specific to the sales team themselves. Sales team objectives An objective for the sales team could be to build a better relationship with that customer. However, the sales team objectives might also overlap directly with your marketing plan. GAME plan to measure performance. Performance measure — Sales One obvious measure to track is sales.

Both your own and those of competitors. Depending on the industry, you can check and evaluate sales either daily, weekly or monthly.

Performance measure — Consumer metrics But you can also measure brand performance by talking to your customers. Marketing plan quarterly reviews. The constant questioner. The helpfully unhelpful. Even if those things are not the actual goal of the brand activation. The grenade launcher. Read more articles on brand strategy Brand development process Segmentation, targeting, positioning Brand identity Marketing plan Marketing innovation.

Three-brains and brand strategy. Contact us. Latest blog posts on brand strategy. How to do an e-Commerce forecast January 12, No Comments. The pros and cons of early adopters January 5, No Comments. Be a challenger brand in December 29, No Comments. Accept Decline Cookie Settings.

I consent to the use of following cookies:. As I mentioned earlier, the marketing world has more channels than ever and it is important to understand how to link up the brand activation experience across the various customer touch points.

The first thing to mention is social. If you are running an experiential campaign, for example, it is vital that you coordinate social media activity to ensure the campaign gets the exposure it deserves.

I know that carlsberg want me to tweet this — but I can't stop myself. Hats off pic. PR is another important part of the process. So make sure you have a strong PR strategy in place so that the right publications know about your campaign at the right time to ensure maximum coverage. As with all types of experiential marketing, brand activation should not always be measured simply in terms of additional sales. Of course the end goal in everything marketers do is to increase revenue, but more directly a brand activation campaign is about raising awareness and opening a two-way dialogue with potential customers about your brand.

It is about creating an emotional connection between them and your brand so that it sticks in their mind and they are more likely to engage with it and become long-term customers. I accept the Terms of use.

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GDPR compliant. Home Support Internet Marketing Brand activation Brand activation is an event, campaign, or any interaction through which a company drives customer actions.

Why is brand activation important? Brand activation strategy Determine what your brand stands for Define your audience Make a SWOT analysis Explore the tactics to reach your audience Think about management.

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