Let’s face it, the year 2020 is simply not going to have many opportunities for offline activation. Of course, a few aspects of offline and BTL marketing are expected to improve in the coming months. But what does this mean for brands who are looking at engaging their audiences? Well, simply put, this would essentially mean moving your activation online because time does not wait for the Covid pandemic to end.
So, if you are a brand looking at moving your activation online, here is how you can do it:
1. Simply moving the event online
This point seems easier said than done. Offline events and activation have always been a fantastic way of exciting audiences whether in colleges, schools, conferences and so forth. However, with the new norms, it would almost seem impossible to do so which would indeed render most offline marketing activities as obsolete.
But, worry not! While offline events might have gone away for the time being, it is important to remember that there are mechanisms for moving things online. Multiple brands today have moved to conducting webinars and other sessions online for their activation purposes. It is currently being done by several companies and is seeming to become the new normal and many more follow.
2. Collecting insights using a technology solution
For most companies whether it is an MNC, Enterprise or an MSME, the main point on the agenda is to collect insights from what would be prospective customers. And in most cases, it would certainly seem as though the volumes work. Of course, this can be done offline as well, but not for the next year or so.
In addition to that, the insights collection can be done at a fraction of the cost online. The collection of data and making use of this data to drive product growth is something that most organizations seem to be doing these days. And so can you!
3. Making sense of what you have collected
Now that the activation has been done and the data has been collected, it would seem as though your work is more or less complete. However, that is certainly not the case. Your work is far from completion. Data in its raw form is only about ten percent of the outcome. Making sense of the data to drive product growth is the ‘holy grail’ of data insights.
Once again, partnering with a technology platform that makes sense of your data adds two advantages for you as a brand activation manager. One is you do not need to go to a data analytics company to get your insights analyzed and two, you can have all of it with one piece of technology.
4. Reaching out
Of course, once your activation is over, the most important part of this exercise is the fact that all the people who have been a part of your activation would ideally need to be made into customers.
A good email plan or marketing plan for targeting and re targeting would be apt for a situation such as this.
If you have any requirement for brand activation, do not hesitate to give us a shout out. Write to us at firstname.lastname@example.org to learn more.