ACCOUNT MANAGEMENT #9

14 April 2016

ACTIVATE ACTION
ACTIVA
TION

Review

BRINGING THE SPIRIT OF THE BRAND TO LIFE

Bringing your BRAND STORY to LIFE
with Integrated Solution by Creative
Combination between ON THE
GROUND ACTIVATION and ONLINE
MEDIA PRESENCE to CREATE
BUYING CYCLE

Brand Activation Concept should be good that

the consumer wants to share it with others.
If lacks credibility, it will be an immediate failure

Relevance for Consumers

How important is this for the consumers? Is it
interesting for them? Does it connect with them
emotionally?

Value for the consumer

Whats the return on participation? What do I get out of
it? Whats the reward?
Value of the Reward is not necessary about money, it can
be a social capital, so they can show to their friends and
collegues.

Review

Evaluating Brand Activation

When drawing your brand activation strategy,
the primary objective should always to
develop a two-way conversation with your
consumers. Brand activations help you bring
your brand to life, and hence to build
consumer loyalty, you must cultivate a
healthy relationship and emotional
engagement between the brand and the
consumers.

Evaluating Brand Activation

Is the brand ownable?
Is it only restricted to your company only, not to
your rivals?

Return on Investment:
What the benefits offered relative to the cost?
Are you able to measure it? It should not always
be measured in financial terms. Are you able to
gather data from emails, Twitter and Facebook
followers, business leads, opportunities or
engagements?

Evaluating Brand Activation

Long-term potential:
Does the brand have any potential to earn sizeable returns for
a long time?

Uniqueness:
Does the brand have a unique value proposition (unique
selling point) that will get consumers interested and talking
about it?

Brand relevance:
Is the activation strategy relevant to the brand? If not, it
should be discarded in favor of one that works.

Evaluating Brand Activation

Expertise:
Does the brand activation strategy gel well with your
companys/brand unique selling point or expertise?

World Class:
Would your peers or consumers view your activation
program as world class?

Integration:
Is the brand activation program capable of integrating
well with several marketing channels and creative
platform?

Evaluating Brand
Activation
Consumer Reach:
How many targeted consumers would the
program reach? Is it international, city-wide,
national or province-wide?

Amplification:
Is it possible to make changes to and amplify the
activation strategy?

Notes on Creating
Brand Activation :
Activation is an investment in your
brand

Talk with people, not to people

Involvement degree = velue + relevance
Promote your Activation and Allocate a
budget to re-enforcing it
Brand activation helps a brand evolve

Account Task on Brand

Activation
Coordination with Strategic Planner and Brand
Activation Conceptior to create Activation Concept
Coordinate Brand Activation Conceptor and Creative
Team about Design and Creative Material
Coordination with Brand Activation Conceptor about
budget and timeline
Coordinate with Media team about Media
amplification.
Coordinate with Research team and Brand Activation
Conceptor and Strategic Planner about Key
Performance Index to measure result of Activation
Coordinate with Client about Concept, Timeline,
Material, Budget, etc.