The Activation Strategy Set to Dominate 2025

If there's one approach poised to take center stage in 2025 in the ever-evolving world of marketing strategies it's upgrade, swap out, and trade up. It yields 10x more impact than giving stuff away. Here's why it's going to level-up your brand engagement at your marketing activations:

Positioning for Superiority

The upgrade strategy is primarily about positioning your product or service as superior to those of your competitors. When you entice customers to trade in their existing item for an upgraded version, you not only capture their attention, but you subtly convey the message that your brand is of higher value and quality. Furthermore, it increases consumer interest, respect, and loyalty, plus influences future purchases.

The Power of Earned Value

Earning sets the strategy apart. In contrast to giveaways, upgrade activations require individuals to take action to obtain the improved product or service. Through this element of effort, the acquired item gains a different sense of value in people's lives. In marketing research circles it's called the the IKEA effect - a cognitive bias in which consumers place a disproportionately high value on products they partially created. The name refers to Swedish manufacturer and furniture retailer IKEA, which sells many items of furniture that require assembly.

Versatility Across Industries

The versatility of the upgrade strategy is one of its most compelling features. Consumer packaged goods (CPG) and business-to-business (B2B) enterprises can both benefit from it. The picture below is an example of people swapping out the sneakers they are currently wearing for Reebok Nanos at a marketing activation.

Amplifying Impact

Besides driving sales and brand differentiation, the upgrade strategy has a ripple effect that extends beyond individual transactions. When customers experience the benefits of an upgrade firsthand, they're more inclined to share their positive experiences with others, amplifying the impact of your marketing efforts through word-of-mouth and social media. This organic advocacy can lead to exponential growth in brand awareness and customer acquisition.

Embrace the Upgrade Mentality

To stay ahead of the curve in 2025, businesses need an upgrade mentality. If you're updating your product lineup, revamping your services, or launching a new product, incorporating elements of upgrade, swap out, or trading up can make all the difference.

In summary, the activation strategy of upgrade, swap out, or trading up is going to boom in 2024, offering a way to unlock brand value across industries. With earned value, superior positioning, and upgrade activations, companies can tap into new growth and engagement opportunities. Take advantage of this transformative approach and upgrade your strategy.