brand activation
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TRANSCRIPT
Brand Activation Orientation
15th Aug 2011
Fahad Riaz Ansari
4 Ps…
Promotion…Promotion includes all communication and selling activities to persuade future prospects to buy the product. Promotion decisions include:
■Advertising■Media Types■Message■Budgets
■Sales promotion ■Personal selling■Public relations■Direct marketing
Below the line..?
Brand Activation..?
“A marketing interaction between consumers and the brand, where consumers can understand the brand better and
accept it as a part of their lives.”
“A marketing interaction between
consumers and the brand, where consumers can understand the brand
better and accept it as a part of their lives.”
“Brand Activation a relatively new "term" in the industry. It's pretty simple really; it's all about bringing the spirit of brands to life
“Brand activation is a process that starts with a very lucrative idea of making your targeted consumers to try your product and it ends with the repeat purchase by the same consumers
Brand Activation is the core marketing process through which we bring a brand to life - consumer LIFE! - through a variety of brand experiences.
for this reason! the term "brand activation" has entered the lingo in the current marketing scenario, and is revolutionizing advertising…..Brand activation is not a theory; it is a practical and logical form of integration that enables a company or its brand to focus on delivering activities, rooted in the fabric of the brand, that engage with customers. .
Radio Channels
Newspaper
Magazines (50+)
Cable TV
Web Online Point of Sale
Billboards
Instore / Onstore merchandising
Word of Mouth
Cinema
Out of Home
Direct Marketing
SamplingEvents/Sponsorship
Road Shows
Integration of Media
PR
Television
Mobile/SMS
Outdoor media
Float drivesFloat drives
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Event MarketingEvent Marketing
Attack PlanAttack Plan
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Float drivesFloat drives
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Outdoor media
Float drivesFloat drives
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Outdoor mediaOutdoor media
Attack PlanAttack Plan
Float drivesFloat drives
Outdoor mediaOutdoor media
Attack PlanAttack PlanAttack PlanAttack Plan
Event MarketingEvent Marketing
Attack PlanAttack Plan
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Float drivesFloat drives
Instore PromotionsStall operations
Instore PromotionsStall operations
MerchandisingMerchandising
Channel Marketing Support
Channel Marketing Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
objectives
enhance brand image & equity
provide brands with unique brand platforms through which they can gain maximum mileage for their product.
activate brands in a revolutionary way of standing out of the clutter and obtaining differentiation and competitive edge.
Enhance and induce brand trial to specific target market.
activation ideaCreative theme derived from the Activation Platform, that can work across channel-specific activities, to achieve the brand’s marketing and communication objectives
platformA physical or emotional space in consumers’ lives that enables the brand to interact in a distinctive and meaningful way.
process
process
Brand Brief
Getting the right agency on-board..
Execution Power
Account Management
Strategic Power
Transparency
Responsiveness & speed
Creative Power
Cost effective
Key project cost elements..
Fixed - Variable
Fabrication
Human Resource.
Accommodation
Transportation / Logistics.
Tax Management.
Service Fee / Commission
evaluation..Punctuality
Quality of Human Resource/Staff (Briefing, Appearance, Skills)
Activity Communication and Reporting
Field Supervisory Controls
Geographic knowledge of town/area of the Agency
Timely Maintenance (Re-action time on Props, stalls etc)
Support (Field Issue Handling / Flexibility)
Coordination with Company Field Staff, Distributor, Warehouse.
Consistency of field Staff as agreed.
Ethical Practices
Proactive approach towards the project
Relationship of Agency towards Field activity Staff. (payments, food, logistics, etc)
thank you