Brand experience - the true test

Or can we maintain our own agency or individual positioning and approach?

The answer almost certainly lies in the objectives and priorities of the client. Are they more influenced by the process or the end results? No prizes for guessing that results will almost always take precedence. And not surprisingly, the common thread in the catch-cries of the world's leading PR agencies is just that - successful outcomes.

But is that realistic? Can consumer PR really lead to positive business results? Can we really change purchase behaviour or are we more in the business of shaping attitudes, which play a more indirect role in consumer behaviours?

Bring it on

The day the first snake-oil merchant parked his wagon and began espousing his tonic's dazzling array of curative powers, brand activation was born. Not only did he inform his potential consumers of his product's qualities, but he allowed sampling and even dragged out the odd compelling testimony from the back of his wagon.

Word spread like wildfire of the benefits of Brand X. It even made the local news. All the traders wanted to stock it. All the consumers wanted to buy it. Of course, if the product didn't work, it was universally decried and he was run out of town.

That, in its simplest form, is brand activation. It is about driving brand growth (both brand equity and sales) from the grassroots up, rather than being sent from the company down to the consumer.

Activation invites consumer interaction with the brand, allowing them to experience and form their own perceptions themselves. A positive experience will influence their attitudes towards a brand, their future brand behaviour and the way they talk to others about the brand.

The consumer experience of a brand is at the heart of activation. This is often in the form of an event - a party, a road show, a carnival or even a sampling activity. More and more clients are embracing activation - not as a complete replacement from traditional above-the-line advertising or brand PR, but as a strong complement to it.

Sharing a competitive space

PR plays a key role throughout an activation programme. Positive media publicity about an upcoming event provides a credible, independent driver of participation in the brand experience. Similarly, positive media publicity after an event amplifies the experience beyond just those who were fortunate enough to attend and helps to create word of mouth about the experience, and brand recommendation.

But this is a very competitive space. Branded events and activations are de rigueur. The strength of your media relations and that of your activation programme will be put to the test. Not every client has a huge budget to throw at the campaigns, so look for unique features that will appeal to media most relevant to your target. The entertainment, the venue, behind the scenes at the set up, right through to those who attend - all can be worked into relevant and newsworthy angles, influencing public perception and behaviour.

In a new world of marketing, where the trend is on the rise for clients to spend on more experiential forms of marketing, PR will nevertheless continue to play an important activating role in delivering results.