Planning Your Brand Activation
What We Do
Planning Your Brand Activation
The objective of any brand activation is to strengthen your brand image and key brand message. The aim is to increase brand awareness and increase product sales. We do this by creating a memorable promotion, so that your product or brand will stay at the top of the consumers mind.
At the same time we need to get maximum impact while minimizing the cost of the campaign.
We can step in to help you at any stage of your campaign, from concept to post campaign report back. Working with your budget, your brief and your contact point, we identify the key objectives of the campaign. Next we plan which geographic areas to include, what elements are required, how many locations to target and how many days are required.
In an effort to provide you with a cost effective solution to your campaign, our service can include providing promotional material, feedback questionnaires, preparation of training material and training of promoters, degree of supervision required and level of promoter used. The success of the campaign can also be tracked through sales targets.
Working with you, stores or venues are booked, all the point of activation material, including branded elements and clothing, is ordered, prepared and stored in our warehouse.
We need you to give us all the information the brand ambassador will need for a successful interaction with your customers. We will use this to prepare briefing notes and a training manual.
Our casting grid provides you with an opportunity to review the level of promoter we will use for the campaign. The promoters selected as your brand ambassadors receive specific training in what is expected of them in activating your brand. We ensure that they have a thorough understanding of the product(s) they will be promoting.
Keeping in mind the campaign objectives, we will prepare promoter, supervisor and mystery shopper feedback questionnaires.
Before the big day, the activation material is distributed to the promoters. They will either collect it from our warehouse, or from a central point in their area. Bulky or heavy items will be delivered to the activation site.
The brand ambassadors arrive at their assignment early, to set up. They engage with customers, promoting the product as they have been trained to do. Feedback from the customer is noted. Relevant information regarding competitors is also noted if required. Where the promoters have been given a daily sales target, sales are also monitored.
Supervisors oversee the promoters or event staff. They will visit between 80%-90% of the sites activated. Their duties include confirming that the promoter is present, checking promoter’s level of product knowledge, resolving any on-site issues and putting procedures in place to deal with any further issues. Photographs are also taken for visual feedback.
Mystery shoppers observe and interact with the promoter anonymously. Armed with knowledge of the product and campaign, they test the promoter’s product knowledge and promotion skills.
Feedback questionnaires tailored to the campaign, and used by the supervisors, mystery shoppers and promoters to gather information regarding the success of the campaign. Depending of the nature of the campaign, we combine this information with feedback from the store, sales targets and interactive photographs to provide you with comprehensive campaign feedback.
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