The Difference Between a Brand Activation and Experiential Marketing

The experiential marketing space is heating up and taking over, but do you understand the differences between event marking, a brand activation and experiential marketing? All three are designed to create unique customer experiences and generate brand awareness. They do it in different ways. Join us as we dive in and take a closer look at each strategy and how your brand can utilize them.

What is a Brand Activation?

The goal of brand activation is to create a connection between the consumer and the brand. In essence, you could say brand activation ensures that the brand’s value is “activated” in the consumer’s mind and the consumer then starts associating that value with the brand creating a strong bond. The goal is to build trust and show that the promises are true, establish trust and make such a connection that consumers share their opinion with others.

What is Experiential Marketing?

Experiential marketing, on the other hand, is the use of activities and experiences to make memories and impressions. It is an immersive connection point with people that creates a physical, engaging interactions so that the brand or cause becomes real and vivid. People naturally gravitate towards sharing positive experiences or memory with friends or particular audiences within their sphere of influence. Experiential marketing usually result in exposure via social media, blogs, or word-of-mouth . This exposure to the brand’s products and services can yield tremendous results.

What About Event Marketing?

Event marketing usually describes a themed exhibit, display, or presentation to promote a product, service or cause by directly engaging decision makers, influencers, trend setters and consumers. The promotion of these activities can occur through various inbound and outbound marketing techniques. While the information is out there, it doesn’t have to create a memorable experience. That’s how it differs from experiential marketing.

Don’t Be Afraid to Mix Strategies

You can add in other marketing strategies like brand activations, pop-ups, and social media integration. Ultimately, you want a campaign that captures attention and gets people to interact with your company.

What’s the ideal strategy for your business? Let Lime Media help you decide which methods best fit your company’s needs. Talk to our experts about turning your next marketing plan into a great success. Send us an message or call 972-808-5241. We’ll help you create an experience your consumers will not ignore.