Index hide1 The phenomenon of inflation has a expectation in Latin America and the Caribbean of 11.22 percent, according to the World Economic Outlook Database April 2022.2 Investing in activations, such as those that use events or BTL in their strategy, allows a brand to consolidate a presentation scheme before the consumer.3 Magna has estimates of the percentage of growth in investment in advertising, in certain media in the country.4 Merca2.0 – The challenges of activating in challenging times such as post-pandemic, inflation, what are they?
The phenomenon of inflation has a expectation in Latin America and the Caribbean of 11.22 percent, according to the World Economic Outlook Database April 2022.
Investing in activations, such as those that use events or BTL in their strategy, allows a brand to consolidate a presentation scheme before the consumer.
Magna has estimates of the percentage of growth in investment in advertising, in certain media in the country.
There are insights essential when performing activation of one brand in moments of inflation. These start from understanding it well and knowing the universal truth of the consumer. When planned, the results contrast with the negative mood associated with inflation.
A very interesting case of how the activation of a brand in the midst of inflation became an example of how to achieve it, occurred when Walmart decided, along with another group of brands, to focus the message of their campaigns on stories where the consumer has alternatives and brand empathy through stories.
These cases lead us to review the investment figures that have been estimated and how the growth in two advertising media gives a very clear reading, and that is that both digital and external media have become an inevitable cocktail in the agenda of brands, before a consumer who finds in the external environment and the digital connection, the key ecosystem to discover brands.
In this context, it is worth understanding what becomes strategic in the market and what cannot be resolved in this scenario. A great example of this is the
Elena Mireles, Senior Brand Manager of Italian brands in Camparianswers a brief interview in which he recognizes the impact that an activation has for the brands that invest in it and how important it is for the consumer to find touch points with brands, in this post-pandemic period and in the midst of inflation, where what What is sought is empathy with the products.
Merca2.0 – The challenges of activating in challenging times such as post-pandemic, inflation, what are they?
Elena Mireles – I think this is an excellent time to make a brand known, we find an audience willing to try different things. There are many challenges for brands to grow in this uncertain scenario, but at the same time it is a good time to leverage new consumers. The consumer spent two years locked up at home. They are fed up and we want them to come and share and meet new people, daring to try something different.
Merca2.0 What insights work or analyze to know where to take an activation?
Elena Mireles – The first thing is to understand the essence of the brand. In the case of Aperol, it is a brand that talks about sharing and having fun and you have to see that in the event you do. There is a universal truth of the consumer who goes out in activations and that is that he seeks to have a good time with his friends. The challenge is how you transform that insight into reality and you achieve it by worrying about having different moments, with activities that you can carry out together with the consumer.
This testimony of how an activation that the brand carried out in the Condesa neighborhood in Mexico City, is part of a series of activities that has led brands like Netflix to move activations not only in this area, with the intervention of homes , for example, to publicize the Casa de las Flores or distributing Guia Roji de la Condesa and Roma brands, to promote the movie Roma, they have also led streaming to intervene in Oxxo stores, to promote Stranger Things.
The capacity of brands in activations detonates elements of image, communication with the consumer and understanding of the market, based on everything that happens at the point of sale, where a single scheme has been established and has to do with the way in which brands engage with the consumer.