Peter KohlÃƒÆ’Ã‚Â¶ffel of ProActiveÃƒÂ¢Ã¢â‚¬Å¾Ã‚Â¢ shares his insights on what brands should be asking their activations agency.
Activations remain one of the most effective means of getting product into consumer baskets. This said, in order for activations to work successfully, that is deliver on the bottom line, use budget effectively and enhance brand awareness, brands need to engage with agencies that not only possess the right infrastructure, but that continuously research the marketplace.
When activating on a widespread scale, having infrastructure that readily supports campaigns is key. Activating nationally requires an operational infrastructure that works seamlessly.
What is the commercial return and what is this contributing towards the equity of the brand?
Can your agency answer this question? Can they provide measurable results? How are they going to do this and is it accurate? Measurement is a vital element in any campaign as it is a reflection of the effectiveness and the value of the campaign. We are living in a world cluttered with content, so in order for a brand to break through, a campaign needs to shine and shine brightly.
Does your agency know and understand the marketplace?
As a great believer and advocate of multiple touchpoint marketing, where activations play a key role, we must get back to the basic values of understanding the marketplace. These insights lead to a better understanding of the targeted consumer and will result in the implementation of a campaign that exhibits timeliness, relevance and creativity to ensure that is effective and memorable.
Does your agency understand the importance of a seamless approach?
Activations work better if there is a well thought out, strategic and seamless implementation, instead of a series of disconnected executions. This is where the infrastructure of an agency that provides a multitude of Out of Home platforms and offerings is most beneficial. If one agency can manage all elements of a campaign, the benefit to client is enormous. For example, if an activations campaign requires a presence in a number of environments from retail outlets to malls to airports and if it requires presence on a variety of platforms, if one agency can manage and deliver on these, all the better.
Does your agency have a success story?
Brand Activation works around marketing activities that bring brands to life and encourages positive participation. Does your agency have a showcase of successful campaigns - campaigns that innovative, that deliver, that are relevant to the consumer within a particular environment?
Activations are very much about getting the basics right and asking the right questions - from client, agency and brand point of view. This will in turn deliver tangible and mutually beneficial value to clients, brands and customers alike.
ProActive ÃƒÂ¢Ã¢â‚¬Å¾Ã‚Â¢ Connect. Engage. Convert.
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