Dsa brand activation model how to measure your activation performance


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Dsa brand activation model how to measure your activation performance

  1. 1. BRAND ACTIVATION MODEL© Author: Dr. Shehzad Amin Marketing, Management & Research ConsultantBrand activation is a natural step in the evolution of brands. When all thenecessary brand strategies are implemented, companies just need to executethem across the organization and in the total offer towards the customer.Brand activation is looking deeper into the possibilities within the brand, itsstrategy and position to find assets that have relevant long-termconsequences for the whole company.Brand Activation can be defined as “A marketing interaction betweenconsumers and the brand, where consumers can understand the brandbetter and accept it as a part of their lives.”Brand Activation Principles • To activate brand demand, we have to ignite the passion of the consumer with the power of a big idea. • There is a need to emotionally connect the brand with the consumer at the right time, in the right place and in the right way, thus motivating consumer commitment. • By turning insight into action, the brand’s reason to believe becomes more acceptable and understanding, and the opportunity to purchase becomes more promising.Example…Activating Demand for Shell VPower • Strategy: Partnership with Ferrari Cars • Values: o Extrinsic: Ferrari partnership o Intrinsic: Cleaning properties of the brand. • Result: Brand experience worked to educate and build deep, meaningful relationships between the Shell VPower and the Consumer.
  2. 2. Example…Activating Demand for Domestos • Strategy: Brand activation in ‘hygienic’ venues (Clinics followed by homes of targeted communities) • Elements: o In-home presentation (for spontaneous awareness) o Clinic presentation (to drive purchase intention) • Result: Research showed that the clinic and in-home presentations were more effective when recalling the message of cleaning and germ killing (versus that of television).Marketing to ActivationSuccessful companies evolved with peoples’ changing needs. They listen totheir consumers and perceive them as individuals with specific preferencesand needs. They see persons with individual values, not a mass ofmanipulated consumers.Achieving a sale or persuading a person to act in a desired manner is theultimate purpose of all promotions. A pull strategy is recommended when themanufacturer assumes the primarily responsibility for generating demand forthe product or service.The manufacturer must target advertising and sales promotion effortsprimarily at the ultimate consumer to stimulate the demand at that level. Theexpectation is that consumers will demand the product from the retailer who,in turn, will demand that the wholesaler make it available.It is important to understands the consumer decision making process in thetargeted segment. One has to monitor each stage of the Hierarchy Of EffectsModel, i.e.Awareness: The ability of the consumer to recall the brand…Knowledge: The ability of consumer to recall the important attributes of brand…Liking: The attitude of the consumer towards the product…Preference: The degree to which a consumer feels more positive about the product…Conviction: The likelihood that the consumer will purchase the product…Purchase: The acquisition of a product or service… 2
  3. 3. Role of BrandsCompanies are increasingly getting dependent on their brands as competitiveweapons. Brands have become the carrier of the emotional value propositiontowards the consumers. They symbolize specific competence that builds upthe company’s competitive advantage.Thus, brands must rise up to the challenge of giving meaning to thecompany’s whole relationship with its consumers.It has been noticed that brand works fine when they; • They simplify everyday choices (for basic necessities) • They reduce risk of complicated buying decisions (for Technology based products) • They provide emotional benefits (for personal care products) • They offer a sense of community (for image related products) • They create a relationship (for long-term trust products) • They create accessibility (for convenience products)Effective Activation Starts with a Defined Brand…Brand positioning describes the marketing opportunities of conquering aspecific position in the mind of the target audience. This position must havestrategic advantages towards competitors in order to be profitable.Example…Avis’ “We try harder”By positioning the brand as the second brand in the car rental market, Avisgave meaning to why they had to work harder than its’ worst competitor toplease their customers.Apple Computer’s “Think different”Gave meaning to the bite in the apple; to a different operative system and,later on, a different approach to product design.DSA Brand Activation ModelIn today’s postmodern society, merely offering supreme product featureson a functional or emotional level is not sufficient. While the basic ideaabout active brands is to execute the brand in other terms than marketing,the real value lies in the opportunities it creates. Most fundamentally, brandactivation contributes in creating trust between the customer, the society andthe brand (i.e. company). And trust is one of the key factors to create loyaltybetween consumers and brands. 3
  4. 4. The following DSA Brand Activation Model explains the complete activationprocess. It explains the complete activation process from manufacturer totrial generation followed by experience, resulting in customer loyalty.The model explains, customer loyalty can be established once the producttrail is generated and added with the brand experience which customer isexposed to by getting involved in various brand activation programs. DSA Brand Activation Model Product Interest Product Trial Awareness Interactive channels Incentive Decision Information Motivation Message Knowledge Direct Consumer Advertising Connection Brand Positioning Brand Consumption Experience Purchasing Behavior Association Manufacturer Consumer Linkage Involvement Brand Loyalty Customer Retention Brand Equity 4
  5. 5. Activation MeasurementIt becomes very difficult for marketer to gauge the performance of variousbrand activations due to their subjective nature. One of the frequently askedquestion asked by marketers how can I quantify the benefits of brandactivation.DSA Brand Activation model provides a measuring formula to measure theeffect of brand activation. The formula is written in a most simplistic mannerto be used. It explains, that the product trial is a result of number ofexposures or contacts created by different means multiplying it by thepercentage of acceptance level of exposed population. P(n1+n2+n3…) x A = T 3T x (bE1 + bE2 + bE3…) = E Pn = Number of exposure or contacts through product awareness, information & knowledge A = Acceptance level of exposed population (Percentage) T = Trial generation / Productivity bE = Association level with brand (percentage)It further elaborates that each trial has to experience the product atleastthree times and then shall be multiplied by the sum of percentage levelrecall of brand activation and/or association.To illustrate lets assume that a company runs a sales promotion throughcouponing, leaflets, kiosk operation and door to door contacts (n1 + n2 + n3+ n4). Altogether they created 10,000 contacts. The level of acceptance ofcustomers for these efforts were 20 percent.Therefore;P(n1+n2+n3…) x A = TP(2,000 + 2,000 + 1,000 + 5,000) X 0.2 = 2,000 Trials 5
  6. 6. In addition to that company wish to create brand loyalty and conducted twoactivation program where brand experience and association was developed.It was noticed that the first activation program left a recall value of only 5percent whereas, the later program had an amazing result of 25 percentrecall.3T x (bE1 + bE2 + bE3…) = E3(2,000) x (0.05 + 0.25) = 1800 loyal customersElements of a Successful Activation Plan • Situation analysis. Identify key issues, key opportunities, key shareholders and any important trends. • Identification of resources. Staff, time, budget, etc. Create a marketing team that is representative of all stakeholders. • Competitive analysis. Identify any competition, such as another major event that will also be of interest to the target audience. • Goals. Identify attendance and awareness level goals. • Identification of target markets. Identify groups of individuals to whom the activity could be successfully promoted. • Development of plans for reaching each target market. Develop a strategic plan for promoting the activity to each identified target audience. • Development of evaluation tools. Measure the success of your program during and after the activity. Include short-term and long-term measurable outcomes.What Brand Activation Can DoIt Enhance the effectiveness of the traditional modes of communications asthey can be more focused to a particular target market. Brand activation is aversatile tool that can be customized to cater to the communications needsof specific industries. It can act as a logical and impactful end to anadvertising campaign when there is a need to shift to a new campaigninvolving a different promotional mix. 6