Brand Activation
BTL and on-ground activation: malls, markets, roadshows and rural campaigns, and what actually makes a stranger stop.
Activation is the part of marketing that cannot be bought out of trouble. A weak film still reaches people; a weak kiosk is simply walked past. The whole thing turns on the first fifteen seconds and on whether the person behind the table knows the product.
What follows covers malls and markets, roadshows and rural campaigns, and the measurement question nobody enjoys: what a footfall number is worth when nobody stopped.
The festive season is not one season
Treating October to November as one long peak is how brands arrive late in one state, early in another, and out of stock in both.
7 min read
How do you prove an activation worked?
The event went well. Everyone says so. There are good photographs. Now finance wants to know what it returned, and nobody wrote down the one number that would have answered them.
6 min read
The first fifteen seconds of a mall activation
Nobody comes to a mall to meet your brand. They came for a film, a burger, or the air conditioning. You get about fifteen seconds to become part of somebody else's afternoon.
6 min read
One brand, two markets: the Vectus activation
The same brand had to work at a village haat and outside a city retailer. Those are two different audiences, two different attention spans, and almost nothing in common except the logo.
7 min read