Constant innovation and advancement of technology has created the need for businesses to be agile and adaptable to the changing face of industries at a quick pace. This stands especially true when it comes to on-ground activation. Digitalisation creates transparency in product activation, making it easier for businesses to track their progress and ensure the best possible customer service.
What are the advantages of on-ground activation in product sampling?
There are numerous advantages of product sampling through on-ground activation. By engaging potential customers face-to-face, brands can connect with consumers personally and create a lasting impression. Product sampling also allows brands to gauge real-time consumer reactions and feedback.
This information can be invaluable in fine-tuning marketing strategies and product development. On-ground activation also allows brands to generate buzz and excitement around a new product launch.
In today’s highly competitive marketplace, brands need to stand out. Product sampling is excellent for generating word-of-mouth marketing and getting people to talk about your brand. There are many product sampling agencies that offer different solutions for brand activation. Product sampling through on-ground activation is a perfect way to build brand loyalty. When consumers have a positive experience with a product, they are more likely to become lifelong fans of the brand.
What are the challenges of on-ground activation?
One of the biggest challenges in launching an on-ground activation campaign is ensuring that all elements come together seamlessly and that the overall experience is positive for consumers. Several potential pitfalls can trip up even the most experienced marketers from the planning stages to execution.
Here are some of the most common challenges faced when launching an on-ground activation campaign:
1. Ensuring that all team members are on the same page
With so many moving parts to an on-ground activation campaign, there is a risk of missing important details or duplication of tasks. This is why everyone involved must be aware of their role and responsibilities.
2. Managing logistics
The logistics of an on-ground activation campaign can be complex, with a lot of coordination required between different teams and suppliers. There is a risk that something will go wrong, so it’s important to have a contingency plan in place.
3. Evaluating the campaign’s success
Measuring the success of an on-ground activation campaign can be complicated, with multiple parameters to consider. Establishing key performance indicators (KPIs) and tracking progress throughout the campaign is important.
4. Low conversion rate
Even if the footfalls are good, the conversion rate might be low, another challenge marketers face. To overcome this, marketers must ensure that they have a well-defined target audience and offer attractive benefits.
5. Lack of engagement
In many cases, the on-ground activation campaigns need more engagement, leading to the campaign’s failure. To overcome this challenge, marketers need to ensure that they create interactive and engaging activities for the target audience.
6. Security concerns
Security is a significant concern for on-ground activation campaigns, especially if they are held in public places. To overcome this challenge, marketers need to ensure that they take all the necessary security measures and have a contingency plan in place if the need arises.
On-ground activation solutions provided by digitalization
Apps have become much more convenient and easy to manage in this era of digitalization. We at Samplrr have created a new app called BTL, which is capable of handling project management, pilferage management, team management, geo-location tracking, and systematic detail analytics dashboards, making it easier for users to collect data from their audience, engage with them on a higher level, and provide them all the information they need about the campaign in one place.
- Data – Data is collected for everything, from the number of people attending an event to the products they purchase.
- GPS tracking – GPS tracking tracks the location of events and the people who attend them. This helps improve future event planning and ensures that businesses can provide the best possible service to a wide range of relevant audiences.
- Social media channels – Social media platforms allow businesses to interact directly with their customers. This interaction provides valuable feedback that can be used to improve businesses’ services. This data can then be further analyzed to help businesses understand what is working and needs improvisation.
How will digitalization help overcome on-ground activation challenges?
Digitalization is creating transparency in on-ground activation, benefiting both businesses and customers. With the help of our BTL app, companies can track their progress and ensure that they provide their customers with the best possible service. On the other hand, customers can give feedback that can be utilized to improve the service businesses provide.
To overcome the challenges and to get quality responses and ROI-driven campaigns, We use a pilferage & promotion management system that we developed with the help of our MVP development team VoxturrLabs. Businesses can use this system to track and collect live updates on ongoing campaigns, including geo-location tracking, data collection, and live feedback for better activation on the ground.
Want to know more about brand activation and its best practices? I will love to answer if you have any questions.