How to Make the Most of In-Person Brand Activation

What is in-person brand activation?

An in-person brand activation is a specific type of brand activation, targeted at getting your brand out there with an in-person experience like a pop-up shop, branded dinner and publicity stunt. These are done with the goal of driving customer action and giving target customers a chance to interact with your brand directly. 

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Why is in- person brand activation important?

In-person brand activation allows you to connect with your customers and leave them with a long-lasting impression of your brand, more than typical email or social media marketing could. The personal aspect of this strategy can help turn customers into long-term, loyal fans. Public events are also an awesome way to draw in new customers walking by, and create a lasting first-impression.

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How to Craft a Successful Event:

1. Know your Brand: Before jumping into brainstorming, take a moment to think and truly understand your brand. What sets you apart? What values do you embody? Understanding your brand identity is the foundation upon which all other event decisions will be made. It will guide your choice of venue, activities, and messaging, ensuring that every aspect of the event aligns seamlessly with your brand personality.
2. Understand your Target Customer: Next up, it's time to get to know your audience inside and out. Who are they? What are their interests, preferences, and pain points? Understanding your audience on a deeper level will help you tailor your event to resonate with them and create meaningful connections. Whether you're targeting millennials with a pop-up art installation or engaging families with a fun-filled carnival, knowing your audience is key to creating an event that leaves a lasting impression with your target audience.
3. Set Clear Goals: Now that you have a better idea of what your event could look like, think about what you want to gain from it. Are you looking to increase brand awareness, generate leads, or strengthen customer loyalty? By defining your objectives upfront, you'll not only set clear goals for your event but also ensure that every decision you make is aligned with your overarching strategy.
4. Brainstorm: Now that you have a solid understanding of your brand, audience, and goals, it's time to let your creativity run wild. Gather your team and brainstorm ideas for bringing your brand to life in a memorable and engaging way. Whether it's interactive installations, live performances, or hands-on workshops, the possibilities are endless. Don't be afraid to think outside the box and push the boundaries of what's possible.
5. Bring your event to life! With your ideas in hand, it's time to roll up your sleeves and bring your event to life. Secure the perfect venue, curate an exciting lineup of activities, and bring in any necessary vendors or partners to help execute your vision. Pay attention to every detail – from branding and signage to logistics and guest experience – to ensure a seamless and memorable event that reflects your brand identity and resonates with your audience.
6. Post pop-up strategy: Now that your pop-up event has concluded, it's time to harness the momentum and maximize the impact. Reach out to media outlets with a press release highlighting the event's success, share high-quality photos and videos to increase your chances of coverage, and incentivize attendees to share their experiences on social media by featuring the best shots. Collect valuable customer information through check-ins, registrations, or post-event surveys, and offer loyalty points or exclusive content in exchange for their participation (with platforms like rediem!). Ensure your brand remains top-of-mind long after the pop-up event and convert initial engagement into lasting loyalty and advocacy from both new and loyal fans.

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5 Industry Examples

1. Glossier: In the crowded streets of NYC, Glossier stood out by handing out roses and perfume samples with a QR code linked to the product sale page to people walking by. This creates a memorable interaction that not only introduces people to Glossier with a seamless way to purchase products but also leaves a lasting impression in an unexpected way, increasing the likelihood of conversion.

2. Jolie: Jolie, a brand known for their innovative filtration showerheads, offered a cohesive and luxurious brand experience through their Love Shack, a Valentine’s Day brand activation event in time with launching their signature shower head in a new red shade. The Love Shack offered complimentary elixirs, specialty donuts, and dried flower bouquets. The diverse experience inspires visitors to think of jolie the next time they buy themselves flowers, indulge in a donut, or experience anything that reminds them of the luxurious experience that jolie had to offer. Visitors not only associate the brand with indulgence and self-care but also feel compelled to share their positive experiences with others, amplifying word-of-mouth marketing.

3. Paintbox: Paintbox, a nail art studio based in NYC, celebrated international women’s day by giving the first few hundred customers a free box of press-on nails, their most iconic product. Additionally, the inclusion of a free manicure for select customers adds an element of exclusivity, further incentivizing participation and driving foot traffic to their studio. Increased foot traffic not only encourages individuals passing by to see what the hype is all about, but generates media buzz as well.  
4. Athleta: Athleta gave free leggings to 3000 customers. The traded-in tights are being recycled or resold through Athleta’s circularity partner, ThredUp, with all resale profits donated to a women’s sports foundation. This is an excellent brand activation event not only to draw in customers but to promote their values of sustainability to attract like minded, mission-oriented customers as well. 
5. Wild: Wild ran the Bath Half Marathon in a giant deodorant costume, after their signature product. This not only draws in target customers, but also reinforces Wild's brand message of excitement and fun, making them more memorable to potential customers. 

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Wrapping Up

In conclusion, in-person brand activation is a valuable strategy for brands looking to make a lasting impact by creating immersive experiences that engage the senses and emotions. To execute successful brand activation strategies, brands must first understand their own identity and values, as well as the interests and preferences of their audience. Clear goals should be set to guide event planning, ensuring that every aspect of the activation aligns with the brand's objectives. Finally, creativity is key when brainstorming ideas for brand activation events. Whether it's handing out samples on the streets of a bustling city or hosting a themed pop-up event, brands should strive to create experiences that are memorable and engaging.

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From Glossier's street-side perfume samples to Wild's marathon in a giant deodorant costume – these brands demonstrate the diverse ways in which you can activate your audience. We hope these examples help you think outside the box and leverage creativity to create experiences that resonate with customers and drive meaningful action.

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Ready to crush your next brand event? Rediem is a next-gen loyalty platform helping brands offer a mission-aligned loyalty program that can help seamlessly track, verify, and reward fans for showing up to your next in-person activation using geolocation and AI image recognition. Bonus points for sharing a selfie with their new product in real time!

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