(Elitez FMCG) Fresh Perspectives: Unveiling Activations

Hello my FMCG pals!! You may be wondering what today’s blog is about. Today we are talking about Activation! There are 2 types of activation, Brand Marketing and Trade Marketing.

So what is the difference between those 2?

Brand marketing activation

All about winning over consumers and making them loyal fans of your brand. Think of fun events, catchy ads, and engaging social media campaigns that get people excited about your products.

Trade marketing activation

About getting your products onto store shelves and into the hands of customers. It involves things like discounts for retailers, eye-catching displays in stores, and training for sales staff. Both types of activation are crucial for making sure your brand thrives, whether it’s by building a fanbase or boosting sales.
All and all, they work hand in hand to make sure your brand grows and succeeds in the market.

Now let’s move on to the different levels of activation.

First level is called the “Launch Process

This occurs when a new product, service, or brand is introduced to the market. The goal is to create brand awareness, generate excitement, establish a presence in the mind of consumers and is not all about sales. This level is all about knowing your target audiences, using visuals and mechanics. Activities at this level may include product launches, advertising campaigns, media coverage, influencer partnerships, and promotional events. For example, if the product is about dog treats, we can have promoters at dog parks to give out free samples to pet owners and leaflets to gain awareness.

Second level is called “Conversion Process

This focuses on converting awareness and interest into actual sales or conversions. The goal is to drive consumer engagement, encourage trial, and ultimately, facilitate purchase decisions. Activities may include special promotions, discounts, product demonstrations, experiential marketing, and personalised marketing initiatives. For example, Promotion with sampling in supermarkets/stores.

Price off – giving percentage, fixed amount, bundle discount. Lower prices can entice consumers to buy a product they may have been hesitant to purchase at full price.
Gift with Purchase – receiving premiums of the certain brand after hitting a certain amount or purchasing an item from a certain category.
Contest – attract attention and drive engagement with the brand or product. Whether it’s launching a new product, promoting a specific campaign, or simply increasing brand visibility, contests provide an interactive way to achieve these goals.
Purchase with Purchase – Customers are given the option to purchase additional items at a discounted price or a special promotional rate after hitting a certain amount during the first purchase.
Each example’s key considerations are: how many promoters would you deploy/ how many stores you want to deploy and over how many weeks or days. Others would be resources and budget as well.

Third level would be the “Maturity Process

Aims to sustain and grow the brand’s market share and relevance over time, especially as competition increases and consumer preferences evolve. The objective is to reinforce brand loyalty, encourage repeat purchases, and maintain customer satisfaction. Activities may include loyalty programs, customer engagement initiatives, product extensions, brand collaborations, and ongoing marketing efforts to stay top-of-mind. For example, having activations at key places overtime. One brand example would be Milo, where from time to time you will see activations happening at malls and supermarkets.

Stay tune for more blog post about the FMCG sector.

Ready to experience an activation like no other, drop us an email eevann.seah@elitez.asia or call us +65 8180 0994. We can cover all your worries, from Product Launches to Immersive Brand Experiences!