Focus on the Main Four Goals of Brand Activations and Outreach

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In the world of brand activation marketing, your team needs clearly defined goals to measure the success of your campaign. Clarifying those goals will help you tailor your campaign to chase success. Campaigns designed to increase brand awareness and loyalty may look a lot different, and they require different strategies to succeed.

There are all kinds of tools that you can deploy to create a successful brand activation campaign. Finding the right ones starts with defining your objectives. BIG Digital, a company that supplies interactive kiosks and outdoor digital billboards for brand activations and more, is one partner that can help you find the right hardware for your campaign and match you with the software solutions that will help you achieve your four main goals. Interactive kiosks are a flexible solution that can go wherever you need them.

These are the four main goals of brand activations. Choosing where to focus your efforts will help you trim the fat and concentrate on what really matters in a brand activation.

#1 Lead Generation

Capturing leads is one of the best tools brands have for building relationships with consumers. Every lead is an open door, and managing that relationship well can create some of the most loyal consumers and brand advocates you can imagine. Leads are opportunities, but creating a quality relationship can create much more value than the average consumer.

Lead capture is an easily-measurable metric, and a great goal to start with for your band activation. You can calculate the value of a lead based on your sales data and conversion rate, giving you the opportunity to prove the ROI of your campaign.

#2 Revenue Growth

Going beyond lead generation, some brand activations can aim for direct revenue growth. Pop-up shops are the perfect example of a campaign that achieves multiple goals at once. They can create buzz and brand awareness while generating revenue by testing out a new market or setting up shop at a big event where you can make more sales. Pop-ups are also incredible campaigns for primarily digital brands that want to test the waters in the brick-and-mortar world.

#3 Brand Engagement

Brand engagement is one of the tougher goals to value. The pay-off from creating a great memory at a sponsored event may not come for a long time. Brand engagement is a way of increasing awareness of your brand on behalf of consumers, as well as a way for you to learn about consumers. Engagement gives you an opportunity to collect data like consumer behavior and preferences while investing in building relationships with those consumers.

#4 Data Insights

Finally, there’s gathering more data. When it comes to brand marketing, nothing is more powerful than understanding consumers. You want to know what kind of people engage with your brand, who your outreach efforts connect with, and what kinds of decision process they go through before converting into a customer.

One way you can collect data is through the technology you use for your activation. Tools like interactive kiosks can help you collect data from the people who engage with your campaign. Gather information like consumer behavior, preferences, and engagement patterns to inform future campaigns and better target your audiences.

These are the four main goals of brand activations. Equip yourself with the right tools to achieve them.