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    Brand Activation: Implementing the Real Drivers of Sales and Profit
    Brand Activation: Implementing the Real Drivers of Sales and Profit
    Brand Activation: Implementing the Real Drivers of Sales and Profit
    Ebook160 pages2 hours

    Brand Activation: Implementing the Real Drivers of Sales and Profit

    By Alex McKay, Graham Brown and Neale Skalberg

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    About this ebook

    The days of brand activation are nearing an end. The future lies in customer activation.

    The concept of ‘brand activation’ has become an overused buzzword in the sales and marketing world. The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale.

    Drawing on research, industry insights and real-life examples, the authors of Brand Activation: Implementing the Real Drivers of Sales and Profit argue that there is an urgent need to re-think the role and definition of activation in the modern marketplace. What is its link to actual purchases and, more importantly, how can it be measured?

    In an environment of unrelenting retail disruption in which the gap between brands and consumers is continually widening how do marketers identify – and measure – those factors that create the all important ‘moment of sale’? This is, after all, where real value begins for both the brand and the consumer.

    In their previous book, Death of the Salesman, the authors argued that the sales function is ripe for reinvention. In this book they take a deeper look at the sales process and how consumers are navigating the purchase journey in the current environment.
    LanguageEnglish
    PublisherVivid Publishing
    Release dateMar 14, 2016
    ISBN9781925442410
    Brand Activation: Implementing the Real Drivers of Sales and Profit
    Author

    Alex McKay

    Graham Brown Graham has been championing effective ideas for over 30 years. With his deep understanding of the retail environment, he is a subject matter expert in outsourced sales and consumer marketing. Graham has co-authored national and international retailing books including ‘Death of the Salesman’ plus a variety of whitepapers. Graham has worked across FMCG, energy and telecommunications sectors where he’s helped some of the worlds’ biggest brands reach more customers and sell more products in cost competitive environments. He is a Fellow of the Australian Institute of Management. Alex McKay Alex is a subject matter expert in outsourced sales and marketing. He is the co-author of national and international retailing books and a variety of whitepapers. His first book ‘Death of the Salesman’ has been published in 3 languages and examines the way in which the sales function has evolved, and continues to evolve, in response to the changing dynamics of the contemporary marketplace. As the Chairman of CPM Australia and Thailand, he continues to support brands define their optimum points of influence. Alex holds an MBA, is a Fellow of the Australian Marketing Association, and in his spare time competes as a professional golfer on the Asian Senior Tour. Neale Skalberg Neale is a founding director of LAM Agency and has a number of awards and more than 20 years of high level retail creative in the sales marketing industry behind him. His ability to convert ideas into sales is one of his dominant characteristics. Neale has delivered creative solutions for a broad range of clients in sectors as diverse as fast food, banking, defence, and retail telecommunications. ‘Contagious passion’ is a phrase used to describe his attitude to work and life.

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