Hey there!
Have you ever wondered why some brands just seem to “get” their customers, making them feel seen, heard, and eager to engage? The secret sauce often boils down to something called consumer activation. At Stars and Stories, we are experts in it and it feels so natural to us that we take it for granted. But it turns out that many of our Clients, from the folks at Google to the marketeers at L’Oréal aren’t so aware of it. So we thought we should write a blog about it. What exactly is consumer activation, why should you care, and how much does it typically cost? Let’s dive in together.
It’s so much easier to engage someone who already loves what you offer. When people are genuinely interested, they’re more likely to get involved—whether that’s writing a glowing review or answering questions in a brand survey. For example: An amateur chef is probably more excited about the latest cooking gadgets than golf accessories (unless they happen to love golf, too!). By focusing on those who share a passion for your niche, you’re setting the stage for authentic and enthusiastic participation. At Stars and Stories, we build Reviewclub and Buzzador, two communities of over 700.000 passionate consumers.
All from a friendly prompt to share their experiences while building the LEGO set!
The cost of consumer activation can vary, but when you go shopping around, here’s a general idea of what you might expect per activation:
One-Time Activation Cost Per Person: Instead of paying separately for each type of content, you pay a one-time activation fee.
All Content Is Yours: Once a consumer is activated, all the reviews, photos, social posts, and any other content they create and share online is available to you for free.
If you activated a single person, here’s what you would typically pay separately for each piece of content in the market vs. the one-time activation cost with Stars and Stories:
| Content Type | Industry Value (if paid separately) | Value from One Activation at Stars and Stories |
|---|---|---|
| Review | €150 | Included |
| Social Post | €150 | Included |
| User-Generated Photo | €250 | Included |
| Content Creator Post | €500 | Included |
| Survey Answer | €3 per answer | Included |
| Product Purchase | €100 | Included |
By opting for the one-time activation fee model with Stars and Stories, you save the hassle and cost of paying for each piece of content separately. This table showcases how every activation turns into multiple pieces of content at a great value.
It’s important to weigh the costs against the potential return on investment (ROI). Here’s how you might look at it per activation:
If one activated consumer leads to five new customers each spending €50, that’s €250 in revenue.
If a consumer provides high-quality photos you can use in marketing (which might cost €100 per photo from a professional photographer), you save on those expenses.
The organic reach from one person sharing about your brand can lead to dozens or even hundreds of new potential customers.
Absolutely! While there’s an upfront investment, the long-term benefits often outweigh the costs:
We feel that the value of an activation far outweighs the costs of an activation that we charge at Stars and Stories. In most cases, therefore, our Clients see an immediate ROI on each euro/dollar spent of over 250%.
If you’re thinking about how to activate your consumers without breaking the bank, here are some budget-friendly tips:
Consumer activation isn’t just a buzzword; it’s a smart investment in building meaningful relationships with your audience. While there’s a cost involved, the potential returns—increased sales, brand loyalty, and organic growth—make it a worthwhile endeavor.
So, next time you’re planning your marketing budget, consider setting aside some funds for consumer activation. With a thoughtful approach, you’ll not only engage your customers but also see a tangible impact on your bottom line.
