• Activation Marketing vs Experiential Marketing January 22, 2020

    Activation Marketing vs Experiential Marketing

    For today’s audiences, brand activation marketing and experiential marketing have become more effective than traditional methods of marketing by a large margin. This is especially true for millennials and Gen Z who will soon enter the prime working years of life, making them a highly lucrative target audience for most brands.

    Most experiential marketing campaigns targeting these audiences provide high ROI as the demographic values experiences over everything else and simply demonstrating the key selling points of products or services are not enough anymore. Learn more about what makes & breaks experiential marketing campaign?

    Brand Activation Marketing and Experiential Marketing

    In today’s marketing zeitgeist, there are a lot of terms that can seem confusing for both clients and marketers alike. Some of these terms include brand activation, experiential marketing, and event marketing.

    What makes them even more confusing is that there are no universally accepted definitions, and these terms often overlap, making it a bit difficult to understand what each of them individually represents clearly.

    In this blog, we’re going to take a look at brand activation marketing, experiential marketing, and the differences between the two.

    What is Brand Activation Marketing?

    In the simplest terms, product activation marketing is generating awareness about the product or the brand by either using the product or experiencing it. In this manner, the product is “activated” by the client.

    Most experiential marketing campaigns include some elements of brand activation and both the terms overlap, which can make it a bit confusing for people to understand the differences between the two. However, as most experiential marketing companies will tell you, experiential marketing goes beyond just brand activations or product activations.

    The core idea behind brand activations is that the customer will directly connect with the core values of the brand or product which should ideally foster a genuine relationship between the brand and the customer which effectively furthers the marketing objectives of the brand.

    What is Experiential Marketing?

    Experiential marketing is a much boarder term than brand activations as it is considered to be a different marketing method entirely. While traditional marketing models used to focus entirely on the benefits of the products, experiential marketing is completely focused on the experience of the customer with the brand and product.

    The ultimate goal of experiential marketing, as evident by most experiential marketing campaigns and experiential marketing companies, is to create a genuine relationship between the consumer and the brand. This relationship is vital when it comes to millennials and Gen Z, as they care more about having a connection with the brand rather than the actual benefits of the product or brand.

    Experiential marketing generally involves activities that consumers can participate in so they get to experience the values of the brand and immerse themselves in it. This can give the impression that brand activations are basically the same as experiential marketing but any event management and brand activation agency will treat brand activations and experiential marketing as two different concepts even though brand activations are a part of the overall philosophy of experiential marketing.

    Putting It All Together!

    Every good experiential event agency understands the power of brand activations and the role that it plays within experiential marketing.

    Almost every experiential marketing agency creates marketing initiatives that are based on the core concepts of creating powerful experiences for the customer. Product activation marketing is generally used mostly for promotions at events.

    As mentioned previously in this blog, experiential marketing, brand activation, event marketing are all often used interchangeably due to the overlap of the core functions they serve when it comes to their applications as used by any event management and brand activation agency.

    How can an Experiential Marketing Agency Help Your Brand?

    An experiential event agency can help in fostering genuine relationships between your brand and your consumers. The main benefit of this relationship is true customer loyalty which is often the key factor driving most purchasing decisions for millennials and Gen Z all across the world. Here are 6 qualities shared by experiential marketing agencies.

    By creating experiences true to the brand’s values, you allow your consumers to actually immerse themselves in the activities that revolve around your brand’s core values. Experiential marketing usually goes beyond just brand activations and usually follows a 360 approach and includes a lot of digital initiatives too.

    Conclusion

    Experiential marketing is the most effective method of marketing in today’s world. Due to the rising importance of experiences for most young people today, it is important to provide your audiences with an opportunity to be a part of your brand rather than just being told about the most important selling points for the brand or product like traditional marketing. Learn more about how is experiential marketing better than traditional marketing?

    We hope this blog was informative and helped explained the differences between activation marketing and experiential marketing. Keep reading this blog for more updates on all things related to experiential marketing.