Romancing The Customer — A Brand Activation Strategy that works

Here is how a customer goes from not knowing anything about your brand to actively endorsing it.

A digital marketing strategy can draw a parallel to how romance occurs between humans.?

A brand needs to build an intimacy with the customer in order to have the customer rapidly move from not knowing anything about a brand to proactively promoting it.

Many studies have been conducted to study how intimacy between animals works. It turns out, emotions of belonging and trust are the strongest factors in helping someone develop an affinity towards a brand.

This has a huge impact on understanding how the consumer psyche works and what kind of impact the right strategy can create on actions taken by the consumer.

And brand activation campaigns are the most perfect way to do it!

The first step : Building Curiosity

The objective at the this stage is to make consumers ask what your brand is about, this is a crossover between online and offline.

Any awesome brand activation campaign begins well before actually going on ground. This is the time where the consumer first hears about your brand or if you are an established player then the consumer first hears about what you are planning at this stage.

It is important then to build a hook that is effective enough to get the consumer to ask whats this about.

You need to create a pink elephant that helps you stand out from the crowd and give the consumer a time and date to meet up.

The second step : Set a Date

When you have built curiosity, ask your consumer out! Tell them you'd like to meet them and hang out with them.

And after you do so, don't show up to the date wearing shorts and flip-flops. Put in the effort.

While your hook might be strong enough to update the user about the activation campaign, you need to ensure that you show off your brand adequately enough to create an immersive experience.

Budgets are important yes, but the line between the must haves and the nice to haves is a very thin one and ensure you do not confuse the two.

Build an effective experience at a great venue and you will ensure the consumer will have fun.

The Third Step : The first kiss

This stage is when your consumer actually engages with your brand, either through sampling, through a tangible experience or just by something that encourages social sharing.

This is where they realise they belong and this is what creates recall.

Don't shy away from getting creative at this point.

The Fourth Step : The Follow Through

Let them know you had a great time and reach out to express your gratitude. Don't bombard them with offers after you get their information, but actually be thankful they visited and extend a gesture of goodwill discounting their next purchase etc etc.

Set a validity which sets the stage for your next date!

The Fifth Step : Meet Again

When your consumer does use whatever you have offered them, give them that little extra, this is what makes the consumer keep coming back.

Convert them in a way that will make them tell their friends about you. It is what dropbox did, and although that was online, it can very well cross over to offline.

Given above is just one example, and is a fairly generic over view of a campaign journey. There is a lot more that can be done to get supercharged visibility and create a stunning campaigns. If interested reach out to me , and explore and use the vast data base of influencer's and vendors that we work with to gain the advantage I speak about!