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Looking your customer in the eye…

Looking your customer in the eye

Something as simple as shaking someones hand can create a stronger bond than sending a personal email or giving someone a call. Looking the customer in the eye cannot be replaced or improved on by digital content (like this) or pop a brochure in the post. 

Brand activation and retail environment marketing campaigns that facilitate face-to-face interactions with a brand will generate awareness and build lasting connections with your target audience. In this article, we’ll discuss the benefits and some of the challenges (usually, cost and hassle) – starting with some definitions.

What is brand activation?

Brand activation is a ‘below the line’ (BTL) activity that is, undoubtedly, one of the most effective activities in the marketing tool kit. Sometimes considered an expensive luxury, campaigns that include exhibitions, events, roadshows, conferences etc. help brands to leave lasting connections with your target audience by creating emotional connections and provide an excellent return on investment (ROI). Specifically regarding exhibitions and events, the benefits of are brand activation are that it will:

  • Bring a brand to life
  • Provide brand exposure
  • Give prominence to your brand in the market 
  • Create strong recall
  • Strengthen the relationship with your brand and the customer

What is retail environment marketing?
Retail environment marketing is the promotion of a brand (or brands) by addressing the consumer directly at the point of sale and encouraging them to engage. In-store, it helps to empower a brand image and contribute to generating maximum footfalls at your activation space – usually, the retail environment. Specifically, the benefits are:

  • Amplification of the brand experience
  • Inspire customer aspirations
  • Highlight cross-sells, up-sells, and related products
  • Introduce new products
  • Promote and encourage a purchase

Your pain points – here are some tips on how to make your life as a marketing professional easier…

Some campaigns will, inevitably, require unique single use components with a short life-span. However, when consistent brand communication is required over a longer period (i.e. multiple installations), contractual services are a far better consideration to provide cost-effective hassle free life. Independent of this, for those moments like new product launches, seasonal campaigns etc. – strong project management skills on both sides of the client/agency relationship are a must. Invariably, hard deadlines must be met and an efficient partner who is prepared to go the extra mile and provide excellent attention to detail is invaluable in these situations. The things that they’ll need to know are:

  • Size and plan – the size(s) and where it is situated?
  • Products and services information – what you want to activate and how?
  • Brand guidelines – what we need to adhere to
  • Activation date(s) and venue(s) – i.e. for multiple activations, the details of each event (orientations or large/medium/small) etc. so we can factor in specific manufacture requirements, reusable materials, storage costs etc.
  • Schedule – what are the design and commission date deadlines?
  • Budget – quite simply, how much do you have to spend. With this insight, we can get to the right solution for you quickly and efficiently!
  • Anything else you think is important… just let us know.


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