ACTIVATION POST ANALYSIS or why do you need and strategy even for an activation

Post Analysis Mackeown : Activation Quebec City

Objectives and Strategies

• To create community and to encourage the target to enjoy and to discover Mckeown Cider, we visited 5 offices in Quebec City that we chose as our target audience.

• We talked face to face about the product to potential costumers, we encouraged them to discover everything about the brand and we stressed the advantages of drinking good quality local light sparkling cider.

• We invited them to share and like on social media

Results

• Visiting offices with the targeted audience at the begining of summer was a key for success, the public was open, happy and ready to share.

• They really enjoyed the gadgets we gave them (sunglasses were a big hit) in addition to being incredibly curious about the brand. The public enjoyed the fact that cider has no gluten, they loved the fact that it is local and produced in the Quebec region; they enjoyed the natural flavors and the non-added sugar of “bone dry”.

• They loved the narrative of Mckeown and the nature of their products; and women adored to know that Mckeown cider has less calories than a beer and still light and fresh.

Learning

• To create bigger engagement and more mesurable results we should stimulate the target to be part of our social communities by offering them an special reward (e.g : free ticket for their « September event », or the chance to win more coupons or a free dinner night).

• Another way to create engagement could be a viral video participation playing with the slogan since they are aware that it is dificult to pronounce (I would keep in mind the very funny slogan printed on one of their t-shirt that makes fun of this difficulty) ... or guessing games about the brand name and/or the history of the family...etc)

• Coordinating with other important events that are taking place in the city at the same time of our activations in order to address a bigger audience and join the promotional efforts

• Mckeown should stress all the factors that make their product unique on the market (cider has no gluten, it is local; has only natural flavors and non-added sugar, the narrative; the low calories intakes compared to a beer; its lightness and freshness).

• These differentiating factors would help them focus their marketing efforts on the niches that could make the product top of mind for the consumer