“It’s important to stand out”
“Make sure attendees remember you”
“You have to be different”
“Stay competitive and outshine your competitors”
We’ve all heard these phrases countless times, and quite frankly the words don’t hold the meaning they should. If you work in an industry where there is a competitive market then you most likely already KNOW that it’s important to “stand out”. But what does “standing out” really entail? There are no rules, or a set of steps to follow to guarantee you’ll stand out from your neighbor. There is no perfect way to ensure engagement, but there is a right way to present the company you’re representing. If you stay true to your brand and present your product or service clearly and concisely, then you’ll attract the customers who will most greatly benefit from your business.
Corporate activation is an opportunity to connect a company’s product/brand to the customer in an in-person, collaborative setting. In order for companies to be successful, they need to connect their product/brand with their customers, and demonstrate why they are the right choice. The way a company presents their product/brand is important because it sets the tone for how the customer will experience a business. Through brand activation, a company has the ability to organize a message and relay it to a targeted audience. There are not set guidelines, but it is important to keep it simple while sprinkling in attention-grabbing elements. It’s also important to find fun, new ways to engage the customer, while at the same time sticking to the message.
Corporate activations exist around every corner. Any tradeshow or event that Fern has produced for a client is technically a corporate activation. Fern has produced event’s for technology companies, centered around educating brand partners and venders, and parties for major multinational conglomerate companies, that are centered around thanking current customers and introducing them to future products. Each event contains an element of the brand that can only be shared with an in-person audience.
At any event, the sales person drives consumer action, but the physical structure and environment draw the customer to the space. One example of a successful activation for the physical structure was for KFC. Fern produced a show for them, in New Orleans, and recreated a famous restaurant called the “Court of the Two Sisters”. The process involved building a structure and a fancy courtyard inside a hotel ballroom. The customers could come in and relax in front of a fountain while watching mechanical butterflies, listen to sounds of nature and eat beignets. This transported the customer outside of the “corporate environment” and the sales person was able to work with them on a different level.
Fern’s role varies from customer to customer in any corporate activation, but the premise is the same. We study a company’s structured brand guidelines and design an activation based off their parameters, assessing how they can be best represented. Through brainstorming and developing new and creative ways to have a corporate activation, Fern can be there every step of the way, from conception to production. Corporate events and tradeshows are the perfect way to reach a larger concentration of people that could be interested in your company’s brand and introduce them to the elements of your brand in more curious ways.
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