Bringing Brands to Life with Activations

By Natasha Westmore

An activation is all about driving customer action and bringing a brand to life. Unlike traditional marketing, an activation is about an experience and has been shown to help form long-term emotional connections with customers. Getting out in the world and interacting with your customers face-to-face, helps connect the dots between your franchise business and your consumer and enables a two-way dialogue. It is an opportunity for your customer to feel heard and an opportunity to really listen and help.

What does an activation look like?

Activations can take form in different ways. Some examples are:

– Consumer promotions

– Experiential Marketing

– Shopper Marketing

– Product Sampling

– Sponsorship Extension

– Competitions & Lead Gen

How do activations help my franchise business?

Activations engage the market

Consumer activation is about engaging the customer and urging them to take action, through positive experiences and connections with your brand. An activation is more than an advertisement campaign on TV, or a billboard on the side of the road. It’s a positive emotional experience that is relatable and engaging to an audience. It’s the difference between simply a purchaser, and a loyal customer or brand enthusiast.

Check out our previous blog post on community engagement to gain a bit of background on why this is so important!

Activations increase brand awareness and generate high brand recall

Activations can help to reinforce your brand’s positioning in the minds of your customer. If we look at this in terms of a franchises business – where there is a heavy focus on local area marketing – what better way to build brand awareness in the local community than to get out there and interact with your market at a ground level? If you are a franchisee, your customers already know your brand, and brand activation can help tell your story.

In order to reach your customers on a more personal level, the key is to engage with them in more meaningful ways. By being out in the market and connecting with new customers in different ways, you are increasing your brand awareness. When you introduce yourself and your brand, the customers’ brand recognition and brand recall increase. The more you get out and about, the more widespread this will become.

Activations create a ripple effect

What will give you an edge over your competitors? It is the ability for your customers to personally recognise and identify with you. If your customers have had a positive experience with your brand, they are more likely to tell their friends and family, and word-of-mouth is a powerful marketing tool. This creates a ripple effect, whereby a few positive personal interactions ripple outward to the larger community in which you and your customers are active.

Need help?

The Marketing Lab has our very own activations team in house. We know it can be difficult to determine where to start when planning an activation, and sometimes you just don’t have the time to sit down and think about it! We take care of the process, from initial research of activation opportunities in your area, right through to sourcing promo staff and ensuring a smooth-run on activation day.

For more info, please contact us on 07 3088 3021.


Let’s get your business out there. Talk to us to get started.