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Your Company Name
Brand
Activation
2
Content Advantages of Consumer Brand Activations
Introduction
Key principles
Set a goal
Create a Budget
Understand and Appeal to your Audience
Use channels to deliver your message
Tactics to achieve Brand Activation
Strategies for implementing a Consumer Brand
Activation Campaign
Metrics for Brand Activation Campaigns
Use Case
3
Introduction
Brand Activation is an art of bringing the brand to life by designing
various innovative experiences that drive consumer action
It is one of the best processes to make the brand known to the
market and the target audience resulting in an increased awareness
and customer engagement
Key aim of these sorts of campaigns is to get consumers to act. It’s
about bringing brands to life via experiences and forming long-term
emotional connections
Key Principles
4
Tap into the Consumers Passions
› To inspire demand for a particular brand, one must tap into the consumers’
passions
› Use creative strategies and ideas
› Add text here
Timing plays an Important Role
› Timing plays an important role in connecting consumers at the right time &
right place
› Ensure consumer becomes a motivated user and fan of the brand
› Add text here
Use Activation Strategies
› To inspire demand for a particular brand, one must tap into the consumers’
passions
› Use creative strategies and ideas
› Add text here
Team 1
Team 2
Team 3
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
Set a
Goal
5
Create a Budget
6
Category Total Budget % of Budget
Amount Spent
to date
Budget
Remaining
% of Budget
Remaining
Q1
Jan Feb Mar
Content Creation $ 20,000 7% 1,400 18,600 86% $ 1,600 $ 14,500 YourText Here
Content Management $ 15,000 4% 600 14,400 85% $ 1,100 $ 10,000 YourText Here
Licensed Content $ 11,000 5% 550 10,450 80% $ 2,100 $ 1,100 YourText Here
Human Resources -
Cost
$ 150,000 25% 37,500 112,500 80% $ 14,500 $ 2,100 YourText Here
Advertising $ 100,000 17% 17,000 87,000 79% $ 10,000 YourText Here YourText Here
Promotions $ 16,000 3% 480 15520 85% $ 7,500 YourText Here YourText Here
Your Text Here - - - - - - - -
Your Text Here - - - - - - - -
Your Text Here - - - - - - - -
Total $ $ $ $ $ $ $ $
Understand and Appeal to your Audience
7
Basic details about persona’s role
Key information about the persona’s company
Relevant background info, like education or hobbies
BACKGROUND
Gender
Age Range
HH Income(Consider a
spouse’s income, if relevant)
Urbanicity (Is your persona
urban, suburban, or rural?)
DEMOGRAPHICS
Buzz words Mannerisms
IDENTIFIERS
It is important for you to
understand your
customers if you want
to make your brand
activation campaigns a
success
Use Channels to deliver your Message
8
Website Build internal links after content pieces are 1 hour per week
Drive Traffic
Traffic
Email List
Monthly Newsletter 2 hours per month Drive Traffic
Clicks & open rate, subscribe: unsubscribe
rate
Triggered Email Nurturing Program
8 hours setup per nurture program, 1.5
hours monthly building up
Identify prospects and pull down the funnel Clicks & open rate
Facebook Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate
Twitter Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate
LinkedIn Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate
Earned Strategy Budget/ Resources Desired Outcome Metrics to Measure
Email Outreach
Identifying & contacting friends and social
influences who may be wiling to share
(Outreach time resources)
Influencers will share via social channels or
link to content
Share & Links
Paid Strategy Budget/ Resources Desired Outcome Metrics to Measures
Facebook Facebook Ads; Sponsored posts 100 /month
Clicks leading to downloads & Email
Signups, Inquiries
Quote requests and email signups from Fb
Twitter Add text here 600 /month
Clicks leading to downloads & Email
Signups, Inquiries
Quote requests and email signups from
TWTR
LinkedIn Add text here 250 /month
Clicks leading to downloads & Email
Signups, Inquiries
Quote requests and email signups from
LKND
Paid Search Add text here 500 /month Inquiries.
Quote requests and email signups from
PPC
Owned Strategy
Budget/
Resources
Desired
Outcome
Metrics to
Measure
9
Tactics to achieve Brand Activation
Winning Aspiration Target Market
SWOT Analysis Conditions of Winning Management Systems
› What do you want the brand to be in the long
term
› Whether it is a new brand you are launching
from scratch or renewing an existing product,
be clear about what do you want to be
known for
› Add text here
› Where will your brand play
› Your brand must identify the target market
where it would appeal the most to people
› It could be a geographical region, an age
bracket, or a particular income segment
› What management systems to be instituted
› It is time when you start forming a system and
team in place that can formulate the brand
activation strategy and start the planning the
whole on-ground event marketing process
› At this stage of preparing a strategy for brand
activation, you just need to explore alternative
tactics at your disposal instead of planning
how to do it.
› You might go for different promotional tactics
for different product marketing activations
depending on Location; Context or Audience
› What are your Strengths , Weaknesses,
Opportunities & threats as a brand
› Is your brand already known
› The biggest advantage of getting clarity on
these questions at the planning stage would
help you form a coherent, uniform strategy
for your upcoming brand activations
Strategies for Implementing a Consumer Brand Activation Campaign
Experiential
Marketing
› The best way to activate your brand in people’s minds is by allowing them to experience it first-
hand
› This type of campaign can be a powerful way to get your brand in front of people and make it
stick in their mind
› Add text here
Sampling
Campaigns
› Giving out free samples of a new product can be a great way to introduce people to your brand
and get them talking
› Such campaigns should be done timely and be creative to ensure the best results
› Add text here
Digital
Marketing
› This includes social media, search engine marketing, mobile marketing strategies, and email
marketing
› Drip campaigns where periodic emails are sent to build brand awareness and interest in an event
or product can also be very effective in brand activation
› Add text here
Guerilla
Marketing
› Guerilla marketing overlaps with experiential marketing in that it starts with grass roots efforts that
have an appeal for the audience
› Focuses on low-cost unconventional marketing tactics that yield maximum results
› Add text here
10
Metrics for Brand Activation Campaigns
11
Campaign ROI Leads Wins Launch
Campaign 1 2.85% 3,561 152 Wed, Mar 2019
Campaign 2 0.80% 2,111 12 Sun, Apr 2019
Campaign 3 49.4% 456 78 Fri, Jun 2019
Campaign 4 99.9% 4,856 45 Wed, Jul 2019
Campaign 5 78% 589 60 Fri, Aug 2019
Jan 2019 Feb 2019 % MoM
Tweets 2,345 5,456 8.7%
Twitter Followers 894 365 -23%
Facebook Posts 201 846 12.3%
Facebook Fans 24,365 223 16.1%
Brand Mentions 2,452 - -2.3%
Referring Links 1,795 - 5.3%
New Links 2,364 - 84%
Branded Search 8,945 - -65%
Campaign Performance
AWARENESS
How do people
hear my brands
12
It makes your brand
more prominent
Helps to cut through the
traditional advertising
clutter (TV Commercials,
Print, Web Ads)
It can help to reinforce the
brand’s positioning in the
minds of the consumer
The consumer can give you feedback
on what to change or improve as they
are interacting with you
Add your company
specific text here
Advantages of Consumer Brand Activations
13
Use Case
Campaign
Unlock to Win Contest
What they did
At participating stores, customers were
invited to enter the contest by completing a
form and following the company’s
Instagram page. They were then awarded
a locker combination that could unlock the
locker available on-site at the same store.
If the combination opened the locker, they
could win 6 potential EQT prize packs.
What they got right
Customers were effortlessly driven to
retail through the mystery and fun of
receiving a locker combination to
receive a prize. Additionally, the
company was able to collect customer
data by creating a memorable brand
experience that consumers were
excited to engage with.
Brand Activation Icons Slide
14
15
Additional Slides
Our Team
16
Name Here
Designation
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Name Here
Designation
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Name Here
Designation
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Our Mission
17
Vision
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Mission
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Goal
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
This slide is 100% editable. Adapt it to your needs and
capture your audience's attention
Target Audiences
Values Client
Preferred by Many
About
Us
18
19
Timeline
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2017
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2018
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2019
20
It’s not just about being
better. It’s about being
different. You need to
give people a reason to
choose your business.
-Tom Abbott
Quotes
Financial
21
370$
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
365$
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
360$
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
Minimum Medium Maximum
Magnifying Glass
22
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
Thank You
23
Address
# street number, city, state
Contact Numbers
0123456789
Email Address
emailaddress@123.com

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Consumer Brand Activation Strategies

  • 2. 2 Content Advantages of Consumer Brand Activations Introduction Key principles Set a goal Create a Budget Understand and Appeal to your Audience Use channels to deliver your message Tactics to achieve Brand Activation Strategies for implementing a Consumer Brand Activation Campaign Metrics for Brand Activation Campaigns Use Case
  • 3. 3 Introduction Brand Activation is an art of bringing the brand to life by designing various innovative experiences that drive consumer action It is one of the best processes to make the brand known to the market and the target audience resulting in an increased awareness and customer engagement Key aim of these sorts of campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections
  • 4. Key Principles 4 Tap into the Consumers Passions › To inspire demand for a particular brand, one must tap into the consumers’ passions › Use creative strategies and ideas › Add text here Timing plays an Important Role › Timing plays an important role in connecting consumers at the right time & right place › Ensure consumer becomes a motivated user and fan of the brand › Add text here Use Activation Strategies › To inspire demand for a particular brand, one must tap into the consumers’ passions › Use creative strategies and ideas › Add text here
  • 5. Team 1 Team 2 Team 3 This slide is 100% editable. Adapt it to your needs and capture your audience's attention This slide is 100% editable. Adapt it to your needs and capture your audience's attention This slide is 100% editable. Adapt it to your needs and capture your audience's attention Set a Goal 5
  • 6. Create a Budget 6 Category Total Budget % of Budget Amount Spent to date Budget Remaining % of Budget Remaining Q1 Jan Feb Mar Content Creation $ 20,000 7% 1,400 18,600 86% $ 1,600 $ 14,500 YourText Here Content Management $ 15,000 4% 600 14,400 85% $ 1,100 $ 10,000 YourText Here Licensed Content $ 11,000 5% 550 10,450 80% $ 2,100 $ 1,100 YourText Here Human Resources - Cost $ 150,000 25% 37,500 112,500 80% $ 14,500 $ 2,100 YourText Here Advertising $ 100,000 17% 17,000 87,000 79% $ 10,000 YourText Here YourText Here Promotions $ 16,000 3% 480 15520 85% $ 7,500 YourText Here YourText Here Your Text Here - - - - - - - - Your Text Here - - - - - - - - Your Text Here - - - - - - - - Total $ $ $ $ $ $ $ $
  • 7. Understand and Appeal to your Audience 7 Basic details about persona’s role Key information about the persona’s company Relevant background info, like education or hobbies BACKGROUND Gender Age Range HH Income(Consider a spouse’s income, if relevant) Urbanicity (Is your persona urban, suburban, or rural?) DEMOGRAPHICS Buzz words Mannerisms IDENTIFIERS It is important for you to understand your customers if you want to make your brand activation campaigns a success
  • 8. Use Channels to deliver your Message 8 Website Build internal links after content pieces are 1 hour per week Drive Traffic Traffic Email List Monthly Newsletter 2 hours per month Drive Traffic Clicks & open rate, subscribe: unsubscribe rate Triggered Email Nurturing Program 8 hours setup per nurture program, 1.5 hours monthly building up Identify prospects and pull down the funnel Clicks & open rate Facebook Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate Twitter Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate LinkedIn Daily weekday posts 20 mins/ week New subscribers, traffic to website Clicks, engagement rate Earned Strategy Budget/ Resources Desired Outcome Metrics to Measure Email Outreach Identifying & contacting friends and social influences who may be wiling to share (Outreach time resources) Influencers will share via social channels or link to content Share & Links Paid Strategy Budget/ Resources Desired Outcome Metrics to Measures Facebook Facebook Ads; Sponsored posts 100 /month Clicks leading to downloads & Email Signups, Inquiries Quote requests and email signups from Fb Twitter Add text here 600 /month Clicks leading to downloads & Email Signups, Inquiries Quote requests and email signups from TWTR LinkedIn Add text here 250 /month Clicks leading to downloads & Email Signups, Inquiries Quote requests and email signups from LKND Paid Search Add text here 500 /month Inquiries. Quote requests and email signups from PPC Owned Strategy Budget/ Resources Desired Outcome Metrics to Measure
  • 9. 9 Tactics to achieve Brand Activation Winning Aspiration Target Market SWOT Analysis Conditions of Winning Management Systems › What do you want the brand to be in the long term › Whether it is a new brand you are launching from scratch or renewing an existing product, be clear about what do you want to be known for › Add text here › Where will your brand play › Your brand must identify the target market where it would appeal the most to people › It could be a geographical region, an age bracket, or a particular income segment › What management systems to be instituted › It is time when you start forming a system and team in place that can formulate the brand activation strategy and start the planning the whole on-ground event marketing process › At this stage of preparing a strategy for brand activation, you just need to explore alternative tactics at your disposal instead of planning how to do it. › You might go for different promotional tactics for different product marketing activations depending on Location; Context or Audience › What are your Strengths , Weaknesses, Opportunities & threats as a brand › Is your brand already known › The biggest advantage of getting clarity on these questions at the planning stage would help you form a coherent, uniform strategy for your upcoming brand activations
  • 10. Strategies for Implementing a Consumer Brand Activation Campaign Experiential Marketing › The best way to activate your brand in people’s minds is by allowing them to experience it first- hand › This type of campaign can be a powerful way to get your brand in front of people and make it stick in their mind › Add text here Sampling Campaigns › Giving out free samples of a new product can be a great way to introduce people to your brand and get them talking › Such campaigns should be done timely and be creative to ensure the best results › Add text here Digital Marketing › This includes social media, search engine marketing, mobile marketing strategies, and email marketing › Drip campaigns where periodic emails are sent to build brand awareness and interest in an event or product can also be very effective in brand activation › Add text here Guerilla Marketing › Guerilla marketing overlaps with experiential marketing in that it starts with grass roots efforts that have an appeal for the audience › Focuses on low-cost unconventional marketing tactics that yield maximum results › Add text here 10
  • 11. Metrics for Brand Activation Campaigns 11 Campaign ROI Leads Wins Launch Campaign 1 2.85% 3,561 152 Wed, Mar 2019 Campaign 2 0.80% 2,111 12 Sun, Apr 2019 Campaign 3 49.4% 456 78 Fri, Jun 2019 Campaign 4 99.9% 4,856 45 Wed, Jul 2019 Campaign 5 78% 589 60 Fri, Aug 2019 Jan 2019 Feb 2019 % MoM Tweets 2,345 5,456 8.7% Twitter Followers 894 365 -23% Facebook Posts 201 846 12.3% Facebook Fans 24,365 223 16.1% Brand Mentions 2,452 - -2.3% Referring Links 1,795 - 5.3% New Links 2,364 - 84% Branded Search 8,945 - -65% Campaign Performance AWARENESS How do people hear my brands
  • 12. 12 It makes your brand more prominent Helps to cut through the traditional advertising clutter (TV Commercials, Print, Web Ads) It can help to reinforce the brand’s positioning in the minds of the consumer The consumer can give you feedback on what to change or improve as they are interacting with you Add your company specific text here Advantages of Consumer Brand Activations
  • 13. 13 Use Case Campaign Unlock to Win Contest What they did At participating stores, customers were invited to enter the contest by completing a form and following the company’s Instagram page. They were then awarded a locker combination that could unlock the locker available on-site at the same store. If the combination opened the locker, they could win 6 potential EQT prize packs. What they got right Customers were effortlessly driven to retail through the mystery and fun of receiving a locker combination to receive a prize. Additionally, the company was able to collect customer data by creating a memorable brand experience that consumers were excited to engage with.
  • 16. Our Team 16 Name Here Designation This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Name Here Designation This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Name Here Designation This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 17. Our Mission 17 Vision This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Mission This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Goal This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 18. This slide is 100% editable. Adapt it to your needs and capture your audience's attention This slide is 100% editable. Adapt it to your needs and capture your audience's attention This slide is 100% editable. Adapt it to your needs and capture your audience's attention Target Audiences Values Client Preferred by Many About Us 18
  • 19. 19 Timeline This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 2017 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 2018 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 2019
  • 20. 20 It’s not just about being better. It’s about being different. You need to give people a reason to choose your business. -Tom Abbott Quotes
  • 21. Financial 21 370$ This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 365$ This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 360$ This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Minimum Medium Maximum
  • 22. Magnifying Glass 22 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 23. Thank You 23 Address # street number, city, state Contact Numbers 0123456789 Email Address emailaddress@123.com