Activation

Activation

activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with Activation.

Although many of the examples discussed below are also good examples of experiential and/or guerilla marketing, not all experiential marketing initiatives are forms of brand activation, because not all experiential marketing campaigns push customers to directly interact with the product.

Going up against big brands with a small budget isn’t easy, but the “challenger mindset” may make it easier. Russell Athletics used this mindset for its #SettleYourScore campaign and ended up winning a gold Reggie Award for best partnership campaign.



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