Brand activation is a marketing process that brings a brand to life for consumers through various brand experiences. It involves creating an activation idea based on a brand activation platform - a space in consumers' lives where the brand can interact in a meaningful way. The objectives are to enhance brand image/equity, provide unique brand platforms to gain maximum exposure, and activate brands distinctively to induce brand trial. The process involves developing a brand brief, selecting an agency, executing activities across different media channels, and evaluating the agency's performance. Key considerations for agencies include strategic and creative power, transparency, responsiveness, cost-effectiveness, and management of project costs and resources.

1. Brand Activation
Orientation
15th Aug 2011
Fahad Riaz Ansari

2. 4 Ps…

3. 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

4. Below the line..?

5. Brand Activation..?

6. “A marketing interaction
between consumers and the
Brand Activation is the
brand, where consumers can
understand the brand better core marketing process
and accept it as a part of their through which we bring a
lives.” brand to life - consumer
LIFE! - through a variety of
“A marketing interaction between brand experiences.
consumers and the brand, where
consumers can understand the brand
“Brand activation is a
better and accept it as a part of their
lives.” process that starts with a
very lucrative idea of making
your targeted consumers to
“Brand Activation a relatively new
"term" in the industry. It's pretty simple
try your product and it ends
really; it's all about bringing the
with the repeat purchase by
spirit of brands to life the same consumers

7. 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.
.

8. Radio Channels
Television Magazines (50+)
Mobile/SMS
Newspaper Cable TV
Web Online Point of Sale
Integration of Media
Billboards Word of Mouth
Instore / Onstore Out of Home
merchandising
Events/Sponsorship
Sampling
PR
Road Shows Direct Marketing
Cinema

9. Attack Plan
Event Marketing
Outdoor media
Float drives SPV operations
Instore Promotions Channel Marketing
Stall operations Support
Merchandising

10. 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.

11. platform
A physical or emotional space in
consumers’ lives that enables the
brand to interact in a distinctive and
meaningful way.
activation idea
Creative theme derived from the
Activation Platform, that can
work across channel-specific
activities, to achieve the brand’s
marketing and communication
objectives

12. process

13. process

14. Brand
Brief

15. Getting the right
agency on-board..
Execution Power
Account Management
Strategic Power
Transparency
Responsiveness & speed
Creative Power
Cost effective

16. Key project cost
elements..
Fixed - Variable
Fabrication
Human Resource.
Accommodation
Transportation / Logistics.
Tax Management.
Service Fee / Commission

17. 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)

18. thank you