What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn how to create a brand activation strategy so you can pull
your audience out of their everyday routine and give them an experience to remember your brand
now if you're new to the channel and you want to build brands that go beyond the visuals using
strategy psychology and creative thinking and you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the
pro brand strategy blueprint it's a free download and the link is in the description now i completed
a video recently on what brand activation is if you haven't seen that i'll leave a link in
the description below but in a nutshell brand activation is all about bringing your brand to
life the markets are full of noise today and push marketing and push messaging isn't as effective as
it once was because we dismiss most of the marketing messages that we see brands are
having to get a lot more creative today than previously because there is so much noise because
there is a tendency to dismiss that push marketing so brand activation is all about bringing a brand
to life and giving your audience an engaging experience that pulls them out of their everyday
routine and gives them something to remember your brand now there are many reasons to create
a brand activation campaign and develop a brand activation strategy and it's not always about the
few hundred or few thousand people that turn up or that experience your activation directly more
often than not it is the amplification of that campaign that has the most effects that really
puts the message out there and shows listeners and watchers and observers from afar what your
brand is doing differently from the rest of the market so there is serious value in activating
your brand and disrupting the status quo the results are definitely there pulling your audience
out of that everyday routine and giving them something fresh giving them something different
so they'll remember your brand but how do you go about developing or creating a brand activation
campaign well i'm going to give you five simple steps that you can follow to do exactly that
now before we dive in don't forget to hit the like and subscribe and the notification bell will let
you know when i've got new videos just like this step number one set your goals and your metrics
now in order to have any chance of success for your activation campaign you need to be crystal
clear on exactly what you want to achieve do you want to drive 20 000 more visitors to your site
do you want to increase your list by 5000 people or do you want to increase sales for the month
or for the quarter by 10 percent you need to get crystal clear on exactly what you want to achieve
in order to have any chance of success so get crystal clear on those metrics so you can
drive the right action step number two set your campaign budget now you don't necessarily need
a budget of millions or hundreds of thousands of dollars to have a successful activation campaign
but you don't want to go in half baked either now when it comes to small business a campaign
can run you anywhere from a thousand dollars to 25 000 and anywhere in between even above that
as well so you need to really understand what kind of resources you want to throw into your campaign
and here are some of the typical costs that you might consider activation space costs
so your location rental your equipment and your staffing your marketing and materials
or your creative services so your design your graphics your photography or videography or
anything along the lines of creative services your event management services as well so you're
catering you're entertaining your performances what kind of event management services are you
going to need your event production services as well so what kind of production are you going
to have and are you going to promote that later on you need to think about the production value
of your services here and then your social media planning and management fees as well who's going
to manage this campaign from a social media point of view is that going to be done internally or
externally and your custom branding elements and apparel as well are you going to create anything
unique for this activation or are you going to use existing assets step number three develop
your audience centered experience now let's get crystal clear on why you're running an activation
campaign and who you're running it for as well brand activation is all about giving your audience
a unique experience so you need to know this audience intimately well and with a perspective
on your industry the problems that they have the solutions that you offer you need to ask yourself
what are they passionate about and what are they going to get excited about when you know the
answer to these questions you have the fundamental ingredients for a successful activation campaign
step number four create a compelling call to action now the experience yourself that
you're providing for your audience through your activation is only half the battle that's not
the means to the end the end is about driving some kind of action and that's the second half
of the battle now you need to think about what your goals are here if your goals are to drive
20 000 new visitors to your site then your call to action has to drive those visitors if your goal is
to increase your email list by 5 000 people then your call to action has to drive that as well
so really think about what you want to achieve and think of a compelling reason that you can
give your audience to get them to take that action and step number five amplify your activation now
the activation itself should generate some kind of buzz now depending on the budget you have what
kind of resources you're going to throw behind it will determine the amount of buzz that it has
but the buzz itself at the activation is not going to be what achieves the most results yes you will
leave those people with a memorable experience they can walk away with but you really need to be
thinking about amplifying that buzz that's where you're going to get most traction that's where
you're going to get most reach is by amplifying that buzz so think about the marketing channels
that you use where can you market the activation itself and can you notify your community to really
help generate that buzz and really put the word out there and extend that region if you're able to
earn media coverage if you're able to generate earned media coverage through
the news media for example and get your activation as a news story in and of itself then you can
really amplify the effects of your campaign now brand activation is becoming increasingly
important because traditional marketing methods are not as effective as they used to be and
brands are looking for more and more reason to give their audience a turn towards their brand
to really break that status quo and and break the mundane routine of their audience so that
they can walk away with something memorable and then amplify that memorable experience across
all their channels but the key to this strategy is knowing exactly who your audience is you don't
necessarily need a big budget but you do need bags of creativity know who your audience is know what
they want know what they're passionate about and know what makes them tick know what makes them
excited if you bring all of those things together within your activation campaign
you might just create a viral news story in and of itself if you want to dive deeper into what
brand experience is and how you can use it to grow your reputation then this video will help you out
until next time brand like a master and i'll see you in the next video