Brand activation... the good, the bad and the ugly

Date of publication: June 15, 2016


On an average 40% of BTL investments go to waste if brand activation initiatives are not monitored on a regular basis. Marketers should be able to identify the Good, the Bad and the Ugly among all their activation programs. There was no performance benchmarking available that could help marketers to have an apple-to-apple comparison of various kinds of activation programs. Based on an evaluation of 50+ brand activation programs and a database of over two million consumer interactions, we can tell you what is working for you and what isn't. The new "Activation Performance Index" will help marketers to improve BTL ROI and minimize the wastage.

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