The targeting of promotional marketing can take many forms, it can be targeted at businesses, retail and wholesale companies or it can be targeted at the end consumer. Promotional marketing involves raising awareness of your brand and its products in order to generate more sales and gain a loyal customer base. There are different types of retail marketing, a brand can be activated using point of purchase displays, attractive design or hosting, retail product launch experiences that allow consumers to experience and try a particular product. It helps to enhance the image of a product or brand and as well as feature the benefits it offers or introduce the lifestyle associated with purchasing the product. In-store retail marketing activations can help a customer choose one brand over another in a physical setting. Getting the right person to try your product and tell others about their positive experience can really boost awareness and sales. An effective sample campaign starts with determining a target audience. Typically digital marketing is a component of a larger brand activation, and is used to compliment campaigns in-field/in-market.Ī sampling campaign is when a brand is able to get their product into the lives of their potential consumer. It gives marketers the ability to collect data and gain insights for improving marketing and sales systems. Digital marketing campaigns make it possible to reach audiences beyond physical interactions. In fact, consumers are much more likely to engage in online experiences, or with experiences that include a digital component. The purpose is to reach people on multiple personal levels (emotional, rational, psychological) so that they walk away from the experience emotionally connected to the brand.Įxperiences are not one-dimensional, they can happen in-person and online. In most cases, brands will employ an external vendor to help them achieve these tactics. This can be achieved by blending physical and digital experiences together, so that the participants are encouraged to play apps and games, have their photos taken or ride on virtual reality car and bike simulators. Events are tactics designed to give people the opportunity to interface with a product, engage in a dialogue with experts, and feel more connected with a brand. Here are some of the most popular types of brand activations:Įxperiential Marketing (XM) is used by global brands to intercept consumers and emotionally engage with them on a one-on-one personal level. Strategies for implementing a consumer brand activation campaignīrand activations can take several forms.