In a world full of cluttered advertising messages more and more organizations are turning to brand activation in order to finally get the message across and this theme is actively recurrent in digital communications today as well.
Brand Activation through digital media makes you regroup and re-think all your current marketing tools. As with traditional brand activation that aims to create interactive brand experiences that move away from mainstream advertising, you can do the same with web or digitally based media platforms. Here are some ways in which you can use your emailing platform to create brand activations that bring your brand to life on the web:
Template
Start by creating an email template that allows you to follow and track the responses. For one you can include links to your website or specific pages on your site that would be relevant to your email. You could also include download links to e-books and free give- aways. This will allow you to track if your activation is actually becoming a conversion.
Newsletter
This is a good way to send regular emails to your recipients irrespective of what brand activity is going on. It will keep you brand actively remembered even when you aren’t trying to sell something. You may have new brand upgrades or news features that don’t have anything to do with you. You can decide on the frequency of sending this from twice a year to once a month, set this when developing your marketing calendar so you know how many marketing activities you have for the year.
Non-Activity Emails
In addition to newsletters and your pre-planned email bursts, you could look into sending specific information about your brand such as links to how-to videos that have nothing to do with your regular marketing activities and could still create active brand engagement.
Real-Time Emails
It is necessary to convert a part of your marketing operations to function as a newsroom to be able to do this effectively. Real-time emailing means you look for newsworthy items that have relevance to your brand and release immediate bursts of communication via email that will create more active relevance to your brand.
Apply the same core principles of direct brand activation to your email marketing campaign and you are on your way to having your message heard in a way that is loud, clear and more meaningful to your audiences. Keep you brand active in their minds at all time and you just may be on your way to smooth sailing in the top-of-mind game.