a whole new world: the power of brand activation · brand activation is the path to that goal. it...
TRANSCRIPT
1
A WHOLE NEW WORLD:
The Power of Brand Activation WHITE PAPER
2
Table of Contents
Introduction
A matter of perception
A veritable treasure trove
A collaborative journey
Activating true potential
1
2
4
6
7
1
The best brands are more than just
a fancy logo or a colorful aesthetic.
They are a medium with which
to influence and interact with the
world at large. But you don’t start
with a powerful brand on day one.
That’s where brand activation
comes in: Be it a campaign or
interactive experience, brand
activation is essential to creating
a base of loyal consumers and
generating attention around a
suite of products or services your
company provides.
With the right brand, companies can practically move mountains.
2
The strongest brands move beyond
simple visuals and sway people on an
emotional level. But what exactly goes
into a successful brand activation? There
is no definitive map for successful brand
activation, because each company might
be different in terms of its end goals.
Instead, a properly planned launch touches
on a few essential elements.
The first is to figure out specific actions
that you want consumers to take. With
clear goals in mind, you’ll have a fuller
picture of how to make that vision a reality.
These actions could be purchasing a new
product or signing up for an email list.
From there, you need a specific idea for the
activation process. That is, what steps can
you take to make a truly lasting impression
on people, something that goes beyond
actions like giveaways or hosting a party.
Finally, any meaningful activation needs
to result in promotional opportunities –
A matter of perception
2
3
building interest and participation by
offering up elements like content,
advertising and merchandizing.
To understand how these steps
materialize in the real world, it helps
to have a case study to examine.
Based out of Surprise, Arizona,
Catch a Wave Vacations helps plan
everything from family vacations to
destination weddings. The company
described its use of car wraps as
a kind of “moving billboard,” with
people noticing how colorful and
creative the wrap was from day
one. And that appeal had real-world
effects: As much as 65 percent of
the company’s subsequent inbound
calls came from people responding to
the wrap. It just goes to show that
this simple but effective approach
can significantly increase a brand’s
exposure, and that ultimately
boosts its ability to close deals
with customers.
Any meaningful activation needs to result in promotional opportunities.
4
A veritable treasure trove
4
Brand activation means that people
recognize and trust companies more
readily. But how does that awareness
impact an organization directly? Once
a brand enters the public, how does a
company benefit in a way that matters
to their bottom line or place in the
larger marketplace?
At the most basic level, proper brand
activation means you can better engage
with the market, and that’s important not
only for higher sales but an understanding
of the latest trends and traffic within a
given industry. Brands can also experience
a greater level of media exposure, and
it’s these newspapers, magazines or web
shows that can assist an organization with
effective outreach and generating added
business. Finally, all of this attention
is crucial for building a long-lasting
relationship with clients and consumers.
Happy customers can help further promote
a company through a ripple effect, meaning
more referrals with less overall effort.
5
Examining another case study
better illustrates this point: In the
mid-2000s, 91.3 Jack FM – a radio
station out of Los Angeles known for
playing classic rock – launched a car
wrap campaign to help promote its
afternoon “Jack Show.” The wrap,
which featured the station’s logo
as well as several brightly colored
guitars, was a perfect choice: As
audience numbers tend to peak
during periods of high traffic, it
made sense to employ a car-centric
form of exposure to reach a target
audience. And the move worked,
as Jack FM was able to transform
a simple decision into a noticeable
bump in listeners. This decal was a
prime example of awareness of your
audience, which is a centerpiece of
any meaningful activation.
Happy customers can help further promote a company through a ripple effect, meaning more referrals with less overall effort.
5
6
A collaborative journey
6
Knowing what brand activation does for
companies, and how to get to that heightened
exposure, is only part of the process.
When it comes to capitalizing on branding
opportunities, companies need a partner they
can rely on. It’s this collaborator that must
excel at honing in on target audiences and
generating sustained media exposure, on top
of overseeing day-to-day management of
branding activation objectives.
Through a partnership with the experts
at Signature Graphics, you can ensure
your company receives the very best in
vinyl wraps, decals and custom designs.
Signature Graphics has built its long-standing
reputation on the pillars of creativity and
clean, simple design work, ensuring your
brand generates continued exposure among
your client base. From bright, bold colors to
truly engaging design schemes, Signature
Graphics understands the power these
visuals can have for your brand, whether
it’s for relaunching a brand or starting a
new enterprise.
7
Activating true potential
7
Brands must continually aim to
ascend to the top of their respective
industries. Brand activation is the
path to that goal.
It starts by building perception
among your clients and creating a
sense of value that your brand holds.
From there, it’s using that exposure
to continue to reach out and develop
relationships with clients. But
none of that happens without one
essential connection: a company
like Signature Graphics to make the
most out of the visual components of
brand activation.
With Signature Graphics, you can
reach the mountaintop in no time.
8signaturegraphicsinc.com We proudly print on film.