Guide to Brand Activation Marketing
If you have seen TV ads that claim something about their product, chance are you wouldn't believe it because every other company selling the same kinds of products also say the same things.
With brand activation from a Social Branding Agency
, however, businesses can gain credibility and popularity with their customers. There they interact directly with their target customers and letting them experience their product fir hand. This can help the company experience a significant increase in sales and customer loyalty.
There are two general steps involved in brand activation.
The first is above the line promotions or ATL which helps the brand reach many people by using channels such as TV and radio. One example of this is the TV ads we see daily. They help spread the word about a particular product in the market. This helps brand activation and targeting consumers. But what this stage lacks is the direct consumer involvement. This is not good for business because credibility and consumer loyalty are equally important.
Below the line promotions or BTL are promotional activities where consumers have direct participation and involvement. Brands can directly market their products to individuals and get valuable feedback from them. There are many types of BTL activities including events, road shows, and dealer level activities. These activities help in directly marketing particular products with the help of a Social Branding Agency
. And this can especially help is establishing credibility.
When a brand uses below the line promotions, they can show right in front of their targeted customers that their product can do what it claims to do. Customers can get product samples and find out for themselves if the claims are true or not. So, if the product is good enough, consumers would trust your brand.
To give a specific example, if you are selling washing powder, you can use ATL to make the brand known to consumers through TV ads. You can make claims that your washing powder can really make clothes as white as new. Of course, ATL promotions may not be believed by everyone but what you have achieved is letting the public know about it. BTL promotions then give you the opportunity to let customers experience your washing powder. You bring it to the event with all the necessary items and show them that your product really works right before their eyes. So they see this really dirty shirt become good as new after washing with the powder. You give them samples to try on their clothes at home. Once convinced you have gained new customers for your product
This type of brand activation is very effective in generating sales compared to the above the line promotions. However, both are equally important for an overall brand activation marketing campaign.
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