98% of customers feel more inclined to make a purchase after attending a Brand Activation.
Brand activations allow consumers to experience a product or service, usually in a face-to-face setting (like retail environments or city streets). Brand activations often employ experiential methods to convey a brand’s product, service, or values to consumers who then walk away with a positive impression of the brand. Bringing brands to life through experiential activations create long-term emotional connections to a product or service, and help brands get personal with their customers.
At ThreeSixtyEight, one of our foundational values is to be adventurous in how we approach marketing and communications. We believe that if people come across unexpected and delightful brand experiences, they will love a brand more.
In fact, as our culture becomes more and more connected digitally, the world’s leading brands have embraced Brand Activations as a way to cut through the clutter and emotionally connect with busy consumers. Here are five stats that show why Brand Activations should be a part of every marketing strategy.
- 95% of event creators who used experiential marketing in 2017 found it effective. (Eventbrite)
- 70% of users become regular customers after an experiential marketing event. (Event Track)
- 77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies. (Event Track)
- 98% of users feel more inclined to purchase after attending an activation. (Event Track)
- 80% of polled attendants mentioned that live demonstrations and free samples drastically helped solidify their purchase decision. (Event Track)
Our brand activation discipline is not a pre-packaged deliverable, but a strategically driven intiative that pulls in designers, engineers, constructors, software developers, communicators, usability experts, and more. No two activations look the same, but here are some of the most common approaches:
- Experiential marketing is when a company hosts an interactive brand experience in physical space. Experiential marketing enables brands to deeply engage both new and existing clients personally. These experiences garner meaningful attention and foster conversations that otherwise would not happen.
- Sampling is often seen at trade shows and retail environments. Sampling happens when a brand gives out small samples of their product or service to figuratively (or literally) give prospective clients a taste. This is an extremely effective activation when a company wants to launch a new product. Sampling can also be used for testing and awareness.
- On-site activations get existing and potential customers on-site at a brand’s office or store-front. This method is most beneficial when a brand wants clients to see and experience their physical location. The opposite, off-site activations, bring a brand to life in other locations.
Brand activations should be an integral marketing tactic for companies looking to attract Millenial and Gen-Z customers. The data makes it clear: 92% of millennials are open to receiving a personalized email offer, coupon, or loyalty reward after attending a brand’s event.