The team at Icon Corporate Events know how easy it is to press ‘skip ad’, or channel surf during commercial breaks at the click of a button. So, it’s no wonder advertising requires high engagement from audiences these days. It needs to be unique, exciting and effectively represent a brand in an unconventional and creative platform.
According to Expandabrand (2016), humans absorb twice the amount of information when it is presented in a novel or unexpected way and 70% of people prefer to learn about a brand in an untraditional advertising style.
This is where activations come in. They tap into the creative side of the consumer, involving them in a positive experience that reflects optimistically on their image of the brand. It is unexpected, and it makes the consumer want to stop and look at what is going on… if executed correctly.
Key point for a successful activation:
Ensuring the brand is promoted in a way that encourages trial, awareness and positive experiences.
Giving out samples to introduce potential consumers to the products and get people talking. Or, taking it the next step, making it more memorable by having them being involved in an activity that Icon Corporate Events put together, such as spin the wheel to receive the item.
Make sure there are measurable goals to be achieved.
If promotional codes are given out, how many sales were made using that promo code or how many times was your page tagged in a post or how many posts were made with your hashtag? These activities offer direct return on investment for your campaign.
Create buzz and curiosity at the site.
In a time of social media, Snapchat and intensive digital word of mouth, you want as many people as possible to become involved in the activation. Find out more about using the right social platforms in our next blog.
Potential consumers are driven by their 5 senses
Whilst it is true people like free things, pop up activations can be so much more. Think oversized items, bright colours, scent driven shopping centre activations, virtual reality pop ups, taste testing and of course music playing in the background. Find out more about using the five senses in our blog here.
Contact our team today to see how we can create an activation that work for your unique company and brand.