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While brand activations have been in existence for over 30 years, commencing with a product promoter who stood in a retail store’s aisle next to their product, the past 12 years have seen the media platform grow bigger and bolder, with strategic activations becoming popular in South Africa as big companies began to realise that the mass market is the space they need to play in.
As demonstrated in this video of activations undertaken by The Brand Connection (TBC) – the activation arm of sister company The Media Connection (TMC) – activations are an ideal way for companies to give current and potential customers an actual experience with their brand, product or service.
“TBC provides our clients and marketers with extra mileage in the community radio sphere, with branded vehicles that take the on-air message directly to the consumer’s door and live music, entertainers and popular DJs who cross live to a community radio station in the area whilst an on-the-ground promotion captures consumer attention in busy hubs like taxi ranks and local shopping malls,” says Bevan Milne, general manager of TBC.
In essence, activations are all about engaging consumers so that brands are kept top-of-mind.
“The conversion rate in terms of sales and loyalty is greatly increased when a customer has the opportunity to engage the sales team, product or service. Any brand or product that requires the purchaser to understand the specifics of what they purchasing would benefit from activating their brand,” says Milne.
TBC is able to target any audience with its activations, from the poorest, most rural community that government needs to penetrate to the most upmarket beaches during the school holidays.
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