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THE MADIA JUNE 2018

HP Digital Artistry House experience ABC: Ac tivations, Brands and Creativity Brand activations are an on-the-ground marketing tactic; the art of driving consumer action through interaction and tangible experiences, writes MITCH BOWKER. In a cluttered world of marketing mayhem, it is getting more difficult for brands to get exposure with their target market. The problem has been exacerbated by digitalisation and the knock-on effect of consumers’ decreased concentration spans. This is not to say brand activations should be devoid of technology; in fact, tech integration into the activation space helps create that talking point and speaks to the 21st century consumer. Young or old, people are embracing it. Activations have become an integral cog in the marketing wheel for many brands. They allow brands to pull their consumers away from the virtual world and into reality. An on-the-ground tactic Brand activations are an on-the-ground marketing tactic. It is the art of driving consumer action through interaction and tangible experiences. In simple terms, it is a face-to-face marketing technique that has the objective of getting consumers to act. It is about bringing brands to life via experiences and forming long-term emotional connections with your target audience. Brand activations allow consumers and brands to interact and it is a platform where the buying and purchasing behavior can be immediately actioned. Activations are measurable and can give insight into real results from real people. If an activation creates the necessary talkability, it automatically extends onto digital platforms. This increases campaign reach and brand awareness. When clients approach us with a brief, the first question we ask is, what do we need to achieve? Here are some of the business challenges that brand activations can help to solve: P 50 The Media | wagthedog.co.za


THE MADIA JUNE 2018
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