How brand activation can elevate your startup

What is brand activation?

Brand activation is the stage of the marketing process where brands make a direct, personalized impact on their key stakeholders and customers. A brand activation promotion delivers products and services in a way that clients don’t see every day.

From limited seasonal events to exclusive unboxing experiences promoting a new product’s launch, brand activations are meant to stand out. Cutting above the noise of typical marketing, activations put brands in the hands of their target audience in a way that resonates with them.

Brand activation for small businesses

As consumers grow fatigued of traditional marketing channels, newer brands can adapt by engaging customers on their own terms. Unique personalized experiences that deliver more than just a product can prompt customers to spread the word about smaller brands. 

An impressive 91% of customers reported that they were more likely to purchase a product after participating in a brand activation experience. For small businesses and startup companies, building brand awareness doesn’t need to mean large scale experiential campaigns. Brand activations can also be carried out through targeted influencer unboxings, PR giftings, and promotional giveaways.

Examples of brand activation for startups

Activations aren’t just for established legacy brands. For example, Quinn, an audio erotica startup company, recently launched a year-long activation campaign on social media. Despite providing a fully online service, the app promoted the launch of its new original series through an influencer unboxing experience. 

By creating a stunning set of PR gifts, they managed to showcase their brand to select content creators who are passionate about the category. With over one million views across social media, the campaign managed to successfully promote the brand’s latest content.

Entrepreneurs focused on consumer packaged goods also benefit from promotional brand activation marketing. For example, Randell’s Organics is a growing startup company offering natural and organic foods in the vegan and gluten free categories.

For this holiday season, the brand developed a premium gifting experience that showcases key products under a festive light. The limited edition seasonal kit turned the company’s usual lineup into an exclusive, personalized experience.