By Tony Youssef

Brand activations are all about inspiring consumers to act. It doesn’t matter if the objective is to move products or increase subscriptions to your email newsletters, or even sign new customers. Whether or not it's a fashion show, brand advertisement, or even a new product launch, executing effective brand activation rests on employing strategic project management.

Every successful brand activation calls for strategic planning. Achieving results starts with “why.” Then, the “how.” By starting with “why” and delivering through the “how,” you create a strong bond between your brand and customers.

The use of consumer engagement multi-channel approach fosters engagement and emotion. This activation process positively positions your brand in the mind of the consumer. This motivates them to take desired actions. But more importantly, it fosters a relationship in which your customers become loyal brand advocates.

But it all starts with project management. Here are three key project management principles to achieve a degree of success with your brand activation while inspiring consumers to act.

1. Planning

To create any sort of success, clear expectations must be outlined from day one. Establishing goals and objectives will allow your brand to decide the course of action for your consumers.

Do you want them to support a cause through fundraising or donations? Maybe the desired goal is to move products off the shelf. It could even be social sharing or building marketing opportunities through contest entries.

Your planning process should describe all aspects of your brand activation. It will outline the major brand activation phases and clearly define key steps throughout the process. This ensures your strategy for brand activation is fully actionable.

Whatever the objective, time spent properly in the planning phase will increase the quality of life for the project while minimizing expenditure.

2. Project Workplan

With clear definitions and objectives for your brand activation, your project can create a planning horizon.

Your brand activation work plan will provide step-by-step instructions for managing project deliverables. This will involve creating a detailed work plan that assigns resources and marketing campaigns. Your project work plan will also include the necessary estimates for when phases will get completed.

For some brand activations, this will include using marketing strategies like Below-the-Line, or BTL services. For others, it will require leveraging an event. This will mean employing the right people to represent your brand (models, promoters, mystery shoppers, etc.). And for others still, it's a culmination of all of the different cross-channel tactics.

A detailed work plan provides avenues to leverage promotional opportunities. It will also allow your brand to understand who else shares the competitive landscape. This can help distinguish which channels to allocate your resources. Your work plan will also define key measurement factors for consumer engagement.

Embody your brand’s attributes within the work plan. Visualizing the “how” will create a lasting impression, which will fuel consumer interest and participation.

3. Managing Risk(s)

During the planning phases, effective project management must be able to identify known risks.

Doing so will allow the activation period to run smoothly and limit potential impact on the project. Identifying risks to the success of your brand activation project will allow your brand to create specific plans to mitigate them.

It's crucial that, during the lifespan of your brand activation, risks continue to be monitored. Sometimes this will take shape through scope-change requests regarding deliverables. Other times, it will be adapting to your customer base to continue leveraging your activation and generating additional customer touchpoints.

No matter what brand activation project you undertake, changes will almost certainly occur. Re-calibrate and adjust when necessary to continue amplifying your campaign. Being diligent during both planning and activation phases will allow your brand to resolve any issues that may crop up.

The success of any brand activation requires out-of-the-box thinking. Brand activations are about enduring impressions. This will generate enthusiasm within your customer base and compel them to engage with your brand. Strong project management ensures the brand activation process is streamlined, maximizing interest and participation.

AUTHOR BIO

Tony Youssef is the co-founder and CEO of Pulsar Group. Pulsar Activation is a full-fledged hassle-free brand activation agency that has been based in the UAE for 10 years, with branches in Beirut and Cairo. Pulsar Production is the "State of the Art" manufacturing facility in the MENA region. Prior to Pulsar, Tony was Managing Director of Mobile - freshness MENA Marketing Solution Company.