According to HubSpot, brand activations are one-off, in-person events, experiences, and interactions that forge lasting emotional connections between a brand and its target audience (source).
In-store promotions expose customers to your brand, distinguishing it from other brands that exist. Once customers recognize your brand and are informed about it, they're more likely to make a purchase, especially if they've tried your product.
Promotions can increase customer loyalty by spreading the word about special pricing, rewards programs, and other incentives to buy. Today's customers are your most important target market, because you have an established relationship and usually have access to the data that makes direct marketing possible.