The power of activations

More than just a fun moment

Kirsten Flik (Head of Creative) and Marlous van de Wiel (Senior Communication Advisor) from effect group* show how B2B activations can be smarter, more effective and more creative.

What makes an activation a real activation?

Marlous: “An activation literally sets your brand, product or message in motion. It's a moment when you reach and engage your target group. This can be very large, such as an exchange activation, but also small, such as an internal activation with a simple challenge. See and hear a campaign, an activation experience you.”

How do you make an impact with activations?

Marlous: “Choose one goal. That sounds logical, but in practice, many organizations want everything at the same time. Generate leads, build brand preferences, create internal support and go viral. The result? No focus, no impact. With a clear focus, you can align everything with that one goal. From first trigger to follow-up.”

Kirsten: “And keep it simple. Keep it stupidly simple. People need to understand what you're asking them to do at a glance. In the B2C world, that has been working for years. Fun, win something, participate. In B2B, that's just as possible. You don't have to set up a ball pit, as long as the interaction is correct.”

What else can B2B learn from B2C?

Marlous: “At the Huishoudbeurs, you see it everywhere. Clear activations that encourage action and provide immediate results. That also works in B2B, if you translate it properly. It could be sharper, more creative and more interactive, as long as it suits the brand and target group.”

Kirsten: “Exactly. In B2B, we often think too complicated. Too much information, too little experience. While an IT director or HR manager also wants to be surprised, experience something or participate. The human works. Always.”

‍What often goes wrong with activations?

Kirsten: “Too little cooperation with sales or HR. Especially when it comes to stock market activations. Then marketing comes up with something creative, but sales knows nothing about it. The result? A fun activation without follow-up and results. That's why we always start with both teams. What should it result in? How do we bring in the right people? And how do we ensure that leads don't get left behind?”

How do you ensure that visitors stay longer with your activation?

Kirsten: “An activation only works if it meets the needs of the target group. Not on what the brand wants to send. Your target group gets involved when they experience something that's relevant to them. Something that makes you curious, solves a problem or is just fun to do. The longer someone engaged is, the better the message sticks. Creativity only works when it serves a purpose.”

What activation did you remember?

Marlous: “An activation that really stopping power had, was 'Staring for Muscles' at Utrecht Central Station. That one was so hot. People were literally shut down and really thought about muscle diseases. That's what an activation should do: you touch something with your target group.”

Kirsten: “For me, the HP OMEN Silent Disco at Dutch Comic Con. We did not just build a stand, but created a complete experience. Visitors learned about product features while dancing — for me, the perfect example of conveying your message in a way that resonates with your target group. The stand was continuously full, visitors talked about it and the activation yielded concrete results. More than 3000 contact moments and 1000 leads. This is exactly what we stand for: creativity that surprises, is strategic and delivers real results.”

How does the effect group* differ in its approach to activations?

Marlous: “For us, an activation is not an isolated moment. It's a brand gesture that fits into the brand's larger story. That starts with sharp questions. What do you want to achieve? With whom? Why now? Do we really know where the target group's needs lie? Does the activation meet an existing need? Or can we create that need? Every activation we make sits in the sweet spot between what the brand wants to say and what the target group is concerned about. That balance is crucial. Too much broadcasting doesn't work, neither does too much fun without a link to the brand.”

Kirsten: “Strategy, creation and execution have been at the table here from the start. We think in terms of concept and implementation. What we come up with must work on the floor. This keen eye is partly due to our roots as an event agency. We make sure that ideas stimulate creatively and are achievable.”

Kirsten: “Creativity without strategy lacks direction. Strategy without creativity affects no one. That balance makes us strong. Effect group* activations* attract attention, encourage action and match the brand. Not a coincidence, but a conscious choice.”