Multiplexes are increasingly cropping up at various hubs in cities, towns and even hill stations. Multiplexes serve as the go-to venue for consumers who want to unwind during weekends. They are very popular especially amongst the affluent and the young audiences. Typically, a multiplex consumer is from the higher or higher middle strata of the society. Hence they possess purchasing power and a propensity to spend.The success of a multiplex activation agency need not be mentioned only in terms of sales made.
It is this increasing popularity of multiplexes that has prompted marketers to explore this avenue for advertising. Apart from on-screen advertising, marketers are now recognizing the potential of multiplex activation. To influence a purchase decision it is important to connect with consumers at the opportune time. Multiplex activation can increase demand for a brand by creating an emotional connect. Multiplex activation beats the clutter of traditional methods of advertising and lends uniqueness to the ad campaign. Time and place play an important role in acquiring consumers and multiplex activation connects with consumers at the most appropriate time and place. As consumers are waiting in the foyer until show time, they can be engaged using innovative multiplex activation strategies. Interactive experiential events such as product demonstration cab be done in the foyer or product sampling can be done at the food counter or ticket counter. Even contests involving the multiplex audience can be held. Opinion polls can be held at the exit of the auditorium. Kiosks can also be set up to distribute pamphlets or conduct product demonstration. All of these multiplex activation ideas leverage the conducive ambience of the multiplex and the favourable frame of mind of the audience to make it the perfect avenue to engage the consumers.
It is important to bear the following points in mind –
Reach – It is importance to assess the potential reach of such an activity i.e. how many targeted consumers can the multiplex activation reach?
Brand fit – the brand needs to be relevant to the multiplex audience.
Potential to generate sales – it is necessary to ascertain the approximate sales leads or immediate sales that the multiplex activation is likely to generate
ROI – the cost benefit ratio of running such activation has to be measured to establish financial viability.
Impact – the success of a multiplex activation need not be mentioned only in terms of sales made. Activations are a means of generating brand awareness and brand affinity by creating memorable engagement experiences with the target consumer.
Expert experiential agencies like Khushi can help a brand to create a highly impactful and memorable multiplex activation campaign.