When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to earn new customers and generate sales.
“On-site activation” describes this act of getting out of a company’s normal sales channel, if you will, and selling directly to customers at an event or conference.
Business-to-business suppliers do this sort of thing all of the time at trade shows and conventions, but on-site activations are also an opportunity for retailers selling to the public.
If it is helpful think of on-site activations and sales as part of omnichannel commerce. The term “omnichannel” is often applied to retailers selling in a traditional, physical store and via electronic channels like a website, a marketplace, or, perhaps, a mobile device. But the concept of selling in several channels could be applied to an online store setting up a temporary shop at the county fair, too.
It is also worth mentioning that on-site activations can be very profitable. As an example, one brick-and-click retailer in the northwestern United States will participate in more than a dozen on-site activations in 2017.
Some of these events — like a 10-day sale at a regional fair or seven days in a tent across the street from a nationally recognized rodeo — may generate $100,000 in sales or more.
Have a Purpose
Whether your on-site activation is at a local high school wrestling meet, the nearest Spartan Race, or the San Diego Comic-Con, you need a reason to invest.
For retailers, the aim will probably be one or more of these four:
- Sell products,
- Earn profit,
- Collect email addresses,
- Associate your brand with a cause or organization.
Your purpose will inform your planning and activation. For example, if your purpose was to sell products, you would be sure to bring enough inventory….
