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ACTIVATIONS 1. Achieve sampling targets, market research, and insights. 2. Immediate real and tangible results. 3. Increase campaign reach and brand awareness. 4. Launch a new product to market. 5. Engage with your consumers face-to-face. 6. Strengthen the relationship between your brand and consumers. How to measure succ ess Pursuing any marketing activity without measurable KPIs will result in wastage. Before commencing with any project, we ensure that we have set goals that we agree upon. We use three touch points when measuring success: 1. Engagement: How many people engaged with the activation as a whole, not necessarily the product? This is a soft measurable. 2. Sample/Survey: We measure the consumers that interact with the product sample and/or the survey used to capture details about the potential customer. 3. Sales: How many products were sold or how did the activation affect the sales in the location where the activation took place? Understandably, our client’s ultimate objective with any activation is ROI. We measure this based on the increase of all the above-mentioned metrics. Plus, the cost of the overall activation. For example, a brand activation costs our client R10 000 and 1 000 consumers engage with it, 500 consumers sample, and there are 250 purchases. The cost per sale is, theoretically, R40 per unit, divided by the 1 500 other people. Therefore the cost per unit sold is only R0.027. Creativity and brand activations Creativity is boundless because it’s not confined by a set screen size or operating system. We were recently approached by Nespresso South Africa to create a sampling activation that was not mall-based and would be a talking point for their consumers. We converted two 1970s VW vans into mobile sampling stations. We knew this would create a stir and become a talking point wherever we parked them, creating the hype our client was looking for. This activation campaign achieved over 9 000 consumer engagements and 6 600 consumers sampled the new range of Nespresso iced coffees. I watch SXSW very closely as it has become a stage for brands to flex their creative muscles and deliver some of the finest activations. This year was no different. Our winning pick was the HP Digital Artistry House experience. The one-day pop-up engaged over 5 000 creative professionals, the exact target market the brand wanted to attract. HP products powered all the activities within the house. The outside patio area had tables, chairs and snacks for attendees to relax and network. A “Keep Reinventing” neon sign hung above the entrance, a message I feel rings true to the target audience. Creative professionals were invited into the house to interact with the HP products on display. To create hype and drive engagement, the brand included a Digital Art Competition using the latest range of HP products – giving these professionals an opportunity to experience them first hand. Projections of the competing artists’ creations were placed on a seven-foot by nine-foot canvas. Winners walked away with HP products. As a final touch, the brand had digital artists and Adobe trainers to offer advice, tutorials and to manage the activation space. For me, this is a critical element – the inclusion of expert and relevant brand ambassadors as part of your brand activation. • Mitch Bowker is the chief operating officer of Jawbone Brand Experiences, a South African-based agency with an African reach and 10 years’ worth of experience. They specialise in creating memorable experiences for brands using brand activations, events and experiential marketing tactics. The Media | wagthedog.co.za P 51


THE MADIA JUNE 2018
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