“Brand activation” is a buzzword widely used in the marketing community at the moment. The reason why; because as brick and mortar retail slows down and online e-commerce continues full steam ahead, marketing directors are sitting scratching their heads thinking; “How do I get my target consumer to touch and feel my product?” And once they touch and feel my product, they will really see how awesome it is and then they will be happy to throw down $150 to buy it.
BTW: Brand Activation means driving consumer action through brand interaction or brand experiences. It brings the brand and product to life and gets consumers to take action as well as forming LONG-TERM EMOTIONAL CONNECTIONS.
So as someone who has worked in the apparel space for many years, I can tell you having your primary consumer in one location for a whole weekend, open to fun, learning and adventure, there is nothing better than a Health & Fitness festival. No matter what it looks like, or where it is, this captured audience is open to new things and new experiences.
Why health & fitness festivals are so great for brand activation:
No one is going anywhere for two days. They are on site, ready to mingle and learn about new things. They have time on their hands and are captivated by anything involving their chosen activity. If yoga is why they are there, anything to do with yoga is what they are looking for. For two full days!
Touching, feeling, seeing and trying on your awesome product. How can they do this when they shop on Amazon?
If the brand engagement is top quality, sincere and encouraging, you have not only made a customer but an advocate who will tell his/her network when the weekend is long over.
This weekend is an opportunity to share experiences and learn new things. You being the first brand they see for this new given activity is the brand that will stick. If a person has never trail run before, and they see your trail shoes, this will be the shoes they go to from here on out.
Direct product feedback, on the ground with real athletes. What more could a product manager ask for?
You can create an experience that is far more superior and authentic than any in-store promotion could offer. Like a full hour yoga session, hosted by your Yoga apparel instructor. A trail run and coaching session, hosted by your top Ambassador. Or a running pole training camp lead by your CEO. All of these create a love for a brand far superior than an end cap in a retail location.
I got into managing running events to bring the two things I love together, brand marketing and health festivals. They are one of the best ways to get engagement with consumers, and done right, you create loud voices for your brand in the running and outdoor community for many years to come.
Photo Cred: Dominic Lowyears
These writings are the musings of a marketer and are not representative of client work or brands. Please share the love and share the post!