Activation aims at developing a sustainable and emotional link between the customer and the brand by making the customer experience the focus of the process. The objective is to generate commitment to boost sales. Activation takes the form of integrated annual programs to enhance synergy. It consists of organizing multiple forms of communication in all pertinent touchpoints both inside and outside the sales outlet. While the message must remain coherent, the communication must be adapted to the public, the timing and the environment.
Read: Activation, a user guide: understanding shopper marketing