Delivering Brand Messaging through Experiences

Short-term events take place for limited periods of time in retail, public, and private spaces with the right permits, contracts, and partners. 

Some crucial steps to creating an activation or pop-up are:

• Establish objectives and KPIs for your event
  • Objectives include: product launch, product testing, brand exposure, new service offering 
• Finding the right space for your brand to showcase its offerings 
• Navigate terms and conditions
• Reach out to the right contacts

So what's the difference between an activation vs. pop-up?

• Activations are for product testing, brand exposure, or stunt marketing to inform audiences of a new/upcoming offering. It is a non-selling event.
• Pop-ups are for product launches, key selling periods (holidays, calendar dates i.e Star Wars Day, Pizza Day, etc., and aligned with campaigns part of an overall strategy. This is a selling event.

Strategic collaborations with brands will help you to create value together but you'll first have to consider the fit, equity, resources, and benefits prior to spreading that enhanced value. 

Co-branding initiatives will

• Help reduce costs on campaigns
• Access new markets
• Generate positive associations between both brands and their shared offering 

In a world that is going full steam ahead on digital, it's important to marry physical experiences to digital ones. 

Create exposure in new markets and audiences by: 

• Retaining a real world experience with your consumers
• Creating emotionally stimulating experiences to turn your audiences into long-term brand advocates