What is Consumer Activation? Why Does It Beneficial?

In short, consumer activation is the process of driving consumer actions, centered around the brand. It is a new approach to marketing and is achieved by innovative concepts such as experiential marketing and other activation solutions. Consumer activation is an effective marketing paradigm, particularly with younger millennials and Gen Z.

What is Consumer Activation?

Any campaign, experience or event that enables a brand to have direct contact with the consumer with the intention of building brand loyalty and the community around the product and services of the brand is considered consumer activation. Dabur marketing activities have gained popularity for brand activities in response to the changing attitude towards traditional marketing and the rise of experiential technology.

More and more people are mistrusting the traditional model of advertising, which was based around highlighting the unique selling points of a product or service. A brand activation agency focuses on building a genuine relationship between the brand and the consumer, rather than simply exposing the product. or service. This is usually achieved by using experiential technology to create immersive brand experiences for consumers.

Difference between Consumer Activation and Experiential Marketing?

While both terms may seem interchangeable, there is a difference between brand activation and experiential marketing. Let's take a look at some differences:

The goal of consumer activation is to create a relationship between the consumer and the brand. In short, you can say that brand activation ensures that the value of the brand is "active" in the consumer's mind, the consumer then begins to build that value a stronger bond with the brand.

Experimental marketing, on the other hand, is the use of activities and experiences for marketing the products and services of a brand. The idea is based around creating a boundless experience for consumers so that they can truly experience the value proposition of the brand. Here are the # 3 technology trends for experiential marketing.

While the brand activation campaign is about creating a strong, honest belief in the consumer's mind that the promises made by the advertisement are true. Based on experiences, marketing further enhances the promise of advertising by deeply experiencing experiences so that consumers truly understand the value of the brand.

Experimental marketing is often used as a method of brand activation. However, it is important to remember that the two are not the same. Brand activation involves marketing based on experiences, but in totality, it is a broad concept that includes a lot of other ideas.

Methods of Consumer Activation

A consumer activation campaign usually involves multiple touchpoints for the consumer. This is done to create a multi-sensory immersive experience for the consumer that will connect them with the brand on a real level. This is the starting point of an ideally genuine and honest relationship. between the brand and the consumer.

Because of these reasons, there are many methods used by a brand activation agency to create a campaign that aims to activate a brand. Let's take a look at some of the most important methods of brand activation that are commonly used in a brand activation campaign.

In-store activation

In-store activations is also a part of brand activation solutions. Experiential techniques can be used during in-store activation to create an additional layer of experience that used to be a simple demonstration of the product or service. The use of in-store activation Is best for brands that have high-performing products. Of course, it is up to the brand and the consumer activation agency to come up with the most creative way to create the experience, as the quality of the experience matters a lot during brand activation ..

Conclusion Conclusion

Consumer activation is the next leap of marketing that focuses more on experiences rather than products and services of the brand. Brands need field activation as traditional advertising is becoming ineffective with new generations such as millennials, who no longer rely on traditional methods of marketing.