Activations agencies may at times be guilty of incidental wastage, but clients are often guilty of doing things on the cheap. It’s one thing to be cost-obsessed but quite another to know when an obsession with quality is what will make all the difference. If your agency is white labelling services – are the suppliers offering competitive costings that are in step with their results? An agency must do everything in its power to make sure the budget works hard and the bulk of it is spent on activities that directly influence the consumer, all the while making sure the deliverables are tangible and useful. Is your activation agency cost-obsessed? Their focus should not only be on investment strategies that generate the best returns, but on ways to maximise your budget – no matter how big or small. Strategy before tactics start with the why before the how. Always assess if the agency has taken a true, unbiased view of your pain points and recommended an approach that’s most suited to solving your specific brand challenges. Digital agencies punt an online solution OOH agencies will push billboards and building wraps. The building blocks of any great activation or promotional strategy includes the right channel, mechanic, resources, activation equipment and consumer incentive, and finally the right client service and operations team.īefore committing to an agency - these are the non-negotiables every brand manager must check:Īll too often, agencies try to solve a brand’s problem with their preferred solution. For activations to be a success, brands must appoint a strategic partner to conceptualise a cohesive brand story that resonates with their audience.
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