Beach activations are a sure shot way to create memorable experiences for any brand. Just think about it, people are in a good mood, they want to loosen up and unwind with a lively attitude and any brand that will help its prospective customers achieve that is going to be a winner at the end of the day.
However the difficulty of successfully carrying out a beach activation lies in its execution. The challenges range from sudden downpour, licensing hassles to the last minute constraints that just crop up out of nowhere. Hence, to help all our readers’ better plan and execute a beach activation the next time, we at EE are listing down 4 handy hacks to help you better execute beach activations.
1-Plan ahead of time
Most beach activations require a variety of permits ranging from security licenses to beach clearance clauses. Thus, it is always better to plan your beach activation much ahead of its time and comply with all the government legalities. In case you are not getting all the licenses for a particular activity, the advance planning will help you in tweaking your beach activity accordingly to fit the bill. Because let’s face it last minute battle against the government authorities is every event organizers nightmare.
2- Use beach as a backdrop
Beach activations not necessarily mean a longer and more exhausting sampling process. Beaches can also be used as experiential touch points to create good creative set ups to attract the audiences. A beverage brand can create a convertible party area for people on the beach while a technology driven brand can try creating a social media booth with live streaming and add a technical element to elevate ordinary beach games. With beach at the backdrop and the added advantage of the audience in good mood, there is nothing that a brand cannot achieve.
3-Use minimum to create the maximum impact
A reason why most beach activations in India have failed miserably is because the brand marketers of the country believe in the philosophy of bigger is better. They insist on creating larger than life experience for their prospective customers even on beaches. However, marketers need to understand that on a beach the best experience that you can make available to your target group is one that involves the minimum of elements.
Very few consumers want a beach to be turned into a discotheque today, if they wanted a discotheque, they could have gone one instead. A successful beach activation should aim at elevating the beach experience of the customers and not manipulating or fabricating it.
4-Flexible concept
Though beach as an experiential venue offers a lot of creative opportunities for event planners to play around with but it is always better to have a flexible concept while designing a beach activation. It also very important that elements of the overall activation are tangible, waterproof and mobile so that incase of any contingency they can be moved or relocated. Having flexible concepts are always better as they can be tweaked according to ones need on a beach otherwise in the absence or failure of any of the elements the overall concept of the execution might just fall apart.
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