“Less, bigger, better!” Why brands should invest more in their brand and retail activations to get through

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In a world of ever-increasing marketing noise, it’s more important than ever for brands to cut through the clutter and create meaningful connections with their consumers. But how are brands doing this post-pandemic while navigating the retail marketing landscape?

Retail marketing has changed. Brands must now use traditional marketing touchpoints, combined with insightful analytics and on-demand services, to create experiences that deliver end-to-end customer satisfaction – in-store, online and beyond.

In a recent study conducted by Shop! ANZ,The State of Retail Marketing,it was found that despite the diversity of communication touchpoints, “companies need to do more, with less or the same budgets”.

Brands need to be smarter – that’s why those who apply a strategic approach’less, bigger, betterapproach will be those that stand out and have the greatest impact when it comes to retail and brand activations. Here are some important considerations when planning your next retail activation.

STRATEGY FIRST

Shop! ANZ, pointed out that retail marketing has matured, resulting in better and more thoughtful shopping programs. We’re seeing brands taking a much more strategic approach to their retail activations, with creativity and engagement as key priorities, rather than more tactical initiatives.

Strategic campaigns will undoubtedly perform better and give marketing teams time to plan, prepare and create. Involving retail marketing earlier in organizations’ planning cycles results in better calendar management and provides the opportunity for more creative ideas, rather than just repetitive seasonal campaigns.                      

CREATE & INNOVATE

Innovation and creativity are key to delivering brand activations and retail campaigns that stand out and when activities are integrated and streamlined there is more opportunity for creative flair. Shop! ANZ has also found that brands are looking closer to home when it comes to inspiration. There is anecdotally more creativity being deployed as we see more local ideas come to life.

Lisa Cachia, Marketing Director at DisplayWise, said, “We are constantly challenged to think outside the box and develop campaigns that will drive awareness, consideration, engagement and conversion.

“We work with brands end-to-end, delivering a cohesive, well-planned campaign – it’s no longer a standalone activation or execution supporting a single channel,”

Recently created for L’Occitane, DisplayWise developed a beautiful retail activation on the brand in Chadstone, Melbourne, over a four week period. Inspired by their charging station taps, the brief incorporates local French brewing culture and showcases their identity in a modern space.

The premium activation structure was derived from environmentally friendly materials, creating a conscious and sustainable display that had maximum impact for the brand.

GO DIGITAL

The strategic integration of digital tools into a campaign has become an essential requirement for any successful activation.

Not only does digital onboarding help in real-time insights and analytics, but it also provides an opportunity to really engage with your audience and increase brand awareness. It’s also a highly optimized channel for every stage of the buyer’s journey.

According to the report, 50% of industry professionals used social media frequently in retail marketing programs in 2017. In 2021, that figure rose to 74%. In a digital-obsessed world, integrating social media into your brand activation is essential. But that’s just the beginning, think of AI, lead capture, heat mapping as some of the technologies that can be integrated into a brand activation to drive engagement and interaction and more accurately measure return on investment.

QUALITY OVER QUANTITY

We live in the age of transparency and consumers are looking for authenticity. With so much “submerged” media, volume is not synonymous with quality andbrands that create immersive and memorable interactions will also create stronger connections with their audience and long-term loyalty.

Brands that focus on fewer activations can allocate more budget per activation and create a more impactful campaign. From bespoke displays that can be repurposed and repurposed, to enhancing activations with technology and interactive elements, the envisioned activations will provide a wider audience and a higher quality experience.

By investing more in every activation and delivering a truly unique experience, brands can ensure they stay top of mind. When strategically planned to connect throughout the buyer’s journey, activations are one of the best channels to help build brand awareness and equity. By investing in quality over quantity, fewer, more, and better activations will help your business thrive.

DisplayWise has partnered with Australia’s top brands and agencies to design and deliver brand and retail activations for over twenty years. If you’re looking for a creative and innovative way to tell your brand story and make a real impact, contact the DisplayWise team today.

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