Brand Activation Packaging & Displays

Brand activation. It sounds like someone put all the marketing buzzwords in a bag and drew two out, doesn’t it?

Eye rolls aside, brand activation is an intriguing concept, and one that’s entirely new to marketing as a whole. It’s about making increasing engagement and interaction through an experience, ultimately raising awareness and perception. It sounds like it might be just for new products or brands, but that’s not the case. 

What sets it apart from brand marketing is that brand activation is tied to some sense of change. It’s about revitalization, reinvigorating, bringing life or a sense or something new back. Brand marketing is ongoing promotion; brand activation is a jumpstart. It applies to you whether you’ve been in the business for ages or just starting out. POP Displays for brand activation

Per April5, a brand activation campaign typically includes some elements of: 

  • consumer promotions
  • experiential marketing
  • shopper marketing
  • digital campaigns
  • sampling campaigns

Building a Successful Brand Activation Strategy

The best initiatives are strategic and driven by return on investment (ROI).  Activating your brand should be strategically embedded in your marketing mix, not assigned or done as a standalone project.  This allows your organization to budget appropriately and align objectives with existing measures for success.  You can also use research previously done to sound out a campaign before rollout. 

But this doesn’t mean you should follow existing templates to measure success. As influencer marketing is showing us, it’s not all about sales at the end of the day. Brand activation campaigns generate awareness, brand switching, brand loyalty, and more. It’s more about employing the right tactics to influence behavior, leading to sales. 

Brand Activation Examples

EConsultancy points out a few examples of campaigns which used a variety of channels and touchpoints to connect with customers: 

  • In-store brand activation: Monty the Penguin 
    This campaign featured a wide variety of media, but the in-store activities are what made it blow up. Spaces uses Antarctica as a theme, Oculus Rift-like glasses to create a VR component, a storybook, and more.  Building an in-store experience is our domain–we’re no stranger building displays–and can help create products in line with your vision. 
  • Sampling campaigns: Mountain Dew
    We’ve all avoided eye contact with someone standing on a street corner trying to push tiny samples int our hands. Harrying busy commuters is hardly the kind of awareness you want to build. But Mountain Dew, in their sampling brand activation campaign, opted to go with the flow. They created an experience team that traveled around the country, sharing samples at festivals and popular events. 

These campaigns might not sound like anything overly impressive or amazing. But that’s a great feature of these kinds of campaigns: the innovation lies with the users. These allow brands to use user-generated content for marketing, and they’re the ones who carry it on. 

When you’re ready for some materials in your next brand activation campaign, we’ll be waiting.

Pop Displays Made in MN

POP displays, or point of purchase displays, are one of the omnipresent parts of in-person shopping. Whether you're shopping at the grocery store or the hardware store. For electronics, cosmetics, or food. Chances are you're going to (hopefully not literally) run into one of these stands. 

Creating custom point of purchase displays is a great way to encourage the 'impulse' purchase amongst customers. POP displays incorporate banners, posters, or in our case, turned edge technology, to create engaging displays that drive sales. 

Advantages of POP DisplaysPOP Display

One of the golden rules of marketing is to stand out. So why do so many retailers still use point of purchase displays for products? Isn't floor space already saturated?

  • They demand attention from shoppers.
    It's hard not to see a giant display in front of you. Add in color theory and other unconscious cues, and customers are practically drawn to displays.
  • POP displays are cost effective.
    As far as different marketing strategies go, these kinds of displays are less expensive than other outlets. They're also in the direct path of customers. 
  • Companies can highlight features.
    Depending on the product, there's limited room on packaging to highlight features or comparative information. These personalized displays give more real estate to building a case for WHY this product vs. that product. 
  • They increase brand awareness.
    Some brands are recognizable on sight. The red of Coca Cola, the yellow of Cheerios. Creating a sense of brand awareness means saturating the customer experience. 
  • They work.
    And that's the most compelling argument, isn't it? 

The impact of POP displays on consumer buying is massive. Transparency Market Research reports that these types of displays have a high level of impact.  Particularly in smaller retail shops and in food service. Places where foot traffic is heavy, and impulse buying is almost second nature for customers. 

Ready to Design Your Next POP Display?

Minnesota-based Sunrise Packaging specializes in packaging materials, as well as crafting the unique design and style of POP displays.  Our knowledge of presentation design combined with years of experience in advertising will make the construction process smooth and easy. 

Ready to create your next custom POP display? Contact Sunrise today!