What is the 3-stage activation strategy?
The 3-stage activation strategy defines the order in which different target groups are approached and activated during your offering.
Activation takes place progressively – starting with your closest personal and business network and expanding to the wider public.
What are the three stages?
- Inner Circle: First, you activate your closest contacts and supporters. Initial investments from this group help create a strong start and provide visible confidence in the offering.
- Company network: The next stage focuses on your company's wider network, such as customers, suppliers and business partners.
- Wider network: In the third stage, communication is expanded to a broader audience, particularly through social media, PR and paid marketing.
The order of activation is an important part of the strategy: a successful start within the Inner Circle generates initial investments and social proof that can support the subsequent communication activities.
Which activities support the three stages?
Supporting communication activities can continue throughout all three stages. These include in particular:
- newsletters
- events
- blog posts and editorial content
- social proof and ongoing communication of achieved milestones
Plan the activation of your Inner Circle before the campaign launches. The more clearly you define who should be approached at the start, the more effectively the subsequent activation stages can be structured.