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Activate Your Brand Activate Your Consumer.pptx

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Activate Your Brand Activate Your Consumer.pptx

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Brand Activation is about the experience. How to bring the brand experience to the consumer to achieve the marketing objective. It was presented at the Virtual Public Lecture in Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita, on December 3rd, 2022. Brand activation involves various forms of channels and method, and should be focused on creating authentic brand experience rather than oversimplified the term with marketing event.

Brand Activation is about the experience. How to bring the brand experience to the consumer to achieve the marketing objective. It was presented at the Virtual Public Lecture in Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita, on December 3rd, 2022. Brand activation involves various forms of channels and method, and should be focused on creating authentic brand experience rather than oversimplified the term with marketing event.

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Activate Your Brand Activate Your Consumer.pptx

  1. 1. Activate Your Brand, Active Your Consumer. Oleh M. Ichsan Rasyid Di Kuliah Umum Prodi Ilmu Komunikasi Di Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita 3 Desember 2022 www.ichsanrasyid.com
  2. 2. “Hi, I'm Ichsan, I make Brand & Advertising Planning Proposal and am a Communication Science Footprints 2008 – Copywriter & Corporate Writer 2011 – Strategic (Activation) Planning 2012 – Integrated Strategic Planner 2013 – Dosen Luar Biasa… or Biasa di Luar? 2014 – Full-Time Freelance Strategic Planner (Until Today) 2014 – Established “Cyber Trust” Digital Team for handling Digital Marketing Projects 2019 – Communication Academic (AA) (Until Today) Intro
  3. 3. “Selling Agency’s Ideas”. Mostly I spend a lot of time thinking… Solving clients’ marketing communication issues, translating marketing objectives into communication strategies and creative ideas by connecting the brand's unique selling proposition with consumer insight. So, What’s My Main Task?
  4. 4. “Trying answering some of the tricky questions from the client, and even from the internal team”. • What has changed with our target consumers after the pandemic? • Why have our sales plummeted this year? • What is the theme for next year’s campaign? • Why do we need a Brand Ambassador? • And so on… So, What’s My Main Task?
  5. 5. “The consumer world today is a chaotic one. Decision- making process has never been complicated as today”. We’re now surrounded by things. Stimulation to consume things is everywhere. The Context
  6. 6. Now there is an abundance of brands to choose from around us. Global vs local brands Different categories, different options: Cosmetics: Korean, Japanese, Traditional, Halal? Cars: Korea, China, Japan, India, Germany, UK? Subscription: Netflix, Disney, Amazon Prime, Vidio, Catchplay, HBO? News: Local News, CNA, NHK, DW, Aljazeera, CNN, BBC? Instant Noodle: Korean, Indonesian, Healthy? The Context Decision making is a lot more challenging.
  7. 7. “Which coffee are you?” Brands rise. Consumers are now not simply buying coffee. They more than just a coffee.
  8. 8. “From identification to connection”. The Context There are plenty of brand options today, each longing for your attention and money. They will use whatever means to get you.
  9. 9. “Brand wants to win the heart of the consumer”. The Context
  10. 10. “Brand wants to be BUMO ”. BUMO = Brand Used Most Often The Context
  11. 11. ”Brand needs to do more when the consumers are considering and about to purchase a product or services”. Provide the richest brand message possible to the consumers. The Context
  12. 12. “Brand Activation is a holistic approach of marketing communication and brand promotion that enable consumers to experience the brand through their senses at once. From the experience, consumers can be ‘activated’ and connected with the brand on a deeper level”. Brand Activation is about Brand Experience. Definition
  13. 13. Activating your consumer means more objectives will be met… Definition brand activation is a brand promotion activity that is carried out with a real experience brand activation as the art of directing consumer action through a brand interaction. Providing Brand Experience, where the consumer can taste, feel, touch, smell, be inspired, be motivated, fall in love, and purchase what the brand sell… Not just awareness, but the brand also simultaneously established preference, association, perceived quality, belief, and trust toward what the brand sell…
  14. 14. Brand experience enables brands to stimulate all human senses with brand message. The Context
  15. 15. 02B. Sensation 02A. Lesson 04. Contemplation 03. Perception 05. Action The Experiential Marketing Communication Process • (01) An intended and constructed element that can be perceived by human senses. • (02A) Acquisition of knowledge from receiving and experiencing the stimulation. (Cognitive, Affective, Conative) • (02B) The feeling when something happens or in contact with our senses. Sensation includes sight, sound, smell, taste, and touch. • (03) The process of identifying, understanding, interpreting, organizing, connecting, and creating meaning. • (04) Analyzing perception and considering all relevant aspects and what subsequent actions to be taken. • (05) Executed activity. By M. Ichsan Rasyid
  16. 16. Let’s exercise a little.
  17. 17. Example Product Attribute ……… Product Benefit ……… Consumer Benefit ……… Consumer (Brand) Value ………
  18. 18. Example Product Attribute Lightly carbonated drink Product Benefit Delicious and stimulating taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  19. 19. Example Product Attribute Lightly carbonated drink Product Benefit Delicious and lightly refreshing taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  20. 20. Example Product Attribute Lightly carbonated drink Product Benefit Delicious and lightly refreshing taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  21. 21. Example Product Attribute Lightly carbonated drink Product Benefit A delicious and lightly refresh taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  22. 22. Example Product Attribute Lightly carbonated drink Product Benefit A delicious and lightly refresh taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  23. 23. Example Product Attribute Lightly carbonated drink Product Benefit A delicious and lightly refresh taste Consumer Benefit Instant freshness Consumer (Brand) Value Stay fresh and be Free
  24. 24. Sprite is about Freshness, Freedom, and Fun. How to translate that into something that consumers can experience?
  25. 25. Example Sprite Experience: Freshness, Freedom, Fun.
  26. 26. Example Sprite Experience: Freshness, Freedom, Fun.
  27. 27. Example Sprite Experience: Freshness, Freedom, Fun.
  28. 28. Example Sprite Experience: Freshness, Freedom, Fun.
  29. 29. Example Sprite Experience: Freshness, Freedom, Fun.
  30. 30. Example How can Sprite celebrate its relationship with hip-hop culture in a shareable retail experience? By building an eye-catching pop-up shop in New York, which transformed from a retail to performance destination in the evenings. Sprite Experience: Freshness, Freedom, Fun.
  31. 31. If you are given a task to recommend 1 activation idea that can communicate “Freshness, Freedom, Fun”, what would that be?
  32. 32. That’s why brand activation is always oversimplified with the term “event”. Because through events, brands were able to stimulate all the human senses. By Definition, event organizing means coordinating related parties to create an occasion. The activities include scheduling, budgeting, handling transportation, and etc.
  33. 33. Can digital platforms provide different brand experiences?
  34. 34. Today’s shopping has never been easier and more fun. Pre 4.0 Industrial Revolution – Selling Goods 4.0 Industrial Revolution – Sharing Experience
  35. 35. At the POS and POP, can the brand create a unique experience?
  36. 36. Actually, brands can create ‘brand experience’ anywhere.
  37. 37. Create attention, interest, and potentially virality
  38. 38. Glorifying certain product variant into a different experience
  39. 39. Bringing an IP experience to the consumers
  40. 40. Temporary experience center to create credibility
  41. 41. Manifesting the habit of Pleasure Seeker
  42. 42. Brand Activation in Social Media? • User Generated Content • Share the Brand Value With the Customer • Create Entertaining Challenge • Collaborate With Influencers • Humanize the Brand With Emotion and Emphaty
  43. 43. Make Sure the Social Media Experience is Ownable.
  44. 44. https://nepa.com/path-purchase/ Create Brand Experiences Through the Consumer Purchase Journey
  45. 45. Brand activation campaigns take many forms. Consumer promotions; Experiential marketing; Digital campaigns; Shopper marketing (path to purchase); Sampling campaigns; Sponsorship and partnership leverage; and Brand engagement.
  46. 46. Consumer promotions; Experiential marketing; Digital campaigns; Shopper marketing (path to purchase); Sampling campaigns; Sponsorship and partnership leverage; and Brand engagement. Activation Campaign • This is the reason why Brand Activation can interchangeably call Integrated Marketing Communication, Integrated Brand Promotion, 360 degrees of Marketing Communication. • It combines two or more brand activities that creates integrated consumers experiences. • Some practitioners use the term Consumer Activation simply because the activities are meant to activate parts of the consumers that connected with the brand. • Experience, Interactive, awareness & engagements.
  47. 47. All brands can utilize various techniques and the same tools as their competitors. But the challenge is to differentiate the brand experience.
  48. 48. What to consider when planning a Brand Activation program? • Please understand your target audience. What message that works for them? How they spend their days? What medium they used? Where are they? What makes them act? • Define your KPI: Particularly engagement. Conversion. • Other KPI that might need further research: Awareness, Attitude, Conviction, and etc.
  49. 49. ”Activate your brand in the consumer's heart and mind through experience”. Brand Activation is about Brand Experience. Brand Activation
  50. 50. Oversimplifying Brand Activation, will only limit your idea.
  51. 51. Press Conference? Music Concert? Consumer Gathering? Fun Run? Trail Run? Family Run? Charity Run? Virtual Run? Mendadak semua Run.
  52. 52. By focusing on brand experience, the possibilities are unlimited.
  53. 53. Thanks www.ichsanrasyid.com

Hinweis der Redaktion

  • Brands wants to be unique.
  • Brands wants to be unique.
  • Brands wants to be unique.
  • Brands wants to be unique.
  • https://nepa.com/path-purchase/
  • Brands wants to be unique.
  • Brands wants to be unique.
  • Brands wants to be unique.
  • Brands wants to be unique.

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