Brand Activation Orientation

15th Aug 2011

Fahad Riaz Ansari

4 Ps

Promotion
Promotion includes all communication and selling
activities to persuade future prospects to buy the
product. Promotion decisions include:
Advertising
Media Types
Message
Budgets
Sales promotion
Personal selling
Public relations
Direct marketing

Below the line..?

Brand Activation..?

A marketing interaction
between consumers and the
brand, where consumers can
understand the brand better
and accept it as a part of their
lives.

Brand Activation is the

core marketing process
through which we bring a
brand to life - consumer
LIFE! - through a variety
A marketing interaction between of brand experiences.
consumers and the brand, where
consumers can understand the brand
better and accept it as a part of their
lives.

Brand Activation a relatively new

"term" in the industry. It's pretty
simple really; it's all about

bringing the spirit of brands

to life

Brand activation is a
process that starts with a
very lucrative idea of making
your targeted consumers to
try your product and it ends
with the repeat purchase by
the same consumers

for this reason!

the term "brand activation" has entered the
lingo in the current marketing scenario, and is
revolutionizing advertising..
Brand activation is not a theory; it is a
practical and logical form of integration that
enables a company or its brand to focus on
delivering activities, rooted in the fabric of the
brand, that engage with customers.
.

Radio Channels
Television
Newspaper

Magazines (50+)
Mobile/SMS

Web Online

Cable TV

Point of Sale

Integration of Media
Word of Mouth

Billboards

Instore / Onstore
merchandising
Sampling
Road Shows

Out of Home
Events/Sponsorship
PR
Cinema

Direct Marketing

Attack Plan
Event Marketing

Outdoor media

Float drives

SPV operations

Instore Promotions
Stall operations

Channel Marketing
Support
Merchandising

objectives
enhance brand image & equity
provide brands with unique brand
platforms through which they can gain
maximum mileage for their product.
activate brands in a revolutionary way of
standing out of the clutter and obtaining
differentiation and competitive edge.
Enhance and induce brand trial to
specific target market.

platform
A physical or emotional space in
consumers lives that enables the
brand to interact in a distinctive and
meaningful way.

activation idea
Creative theme derived from the
Activation Platform, that can
work across channel-specific
activities, to achieve the brands
marketing and communication
objectives

process

process

Brand
Brief

Getting the right

agency on-board..
Execution Power
Account Management
Strategic Power
Transparency
Responsiveness & speed
Creative Power
Cost effective

Key project cost

elements..
Fixed - Variable
Fabrication
Human Resource.
Accommodation
Transportation / Logistics.
Tax Management.
Service Fee / Commission

evaluation..
Punctuality
Quality of Human Resource/Staff (Briefing, Appearance, Skills)
Activity Communication and Reporting
Field Supervisory Controls
Geographic knowledge of town/area of the Agency
Timely Maintenance (Re-action time on Props, stalls etc)
Support (Field Issue Handling / Flexibility)
Coordination with Company Field Staff, Distributor, Warehouse.
Consistency of field Staff as agreed.
Ethical Practices
Proactive approach towards the project
Relationship of Agency towards Field activity Staff. (payments, food, logistics, etc)

thank you