MxMIndia

Category: BTL BAATEIN

  • BTL is a must to increase consumer engagement and measurability, says Amitabh Dikshit, Head Appliances, Eveready Industries India Ltd in an all-new season of BTL Baatein… powered by VISCOMM

    BTL Baatein powered by VISCOMM… Amitabh Dikshit, Eveready Industries

    With a vast experience spanning over 23 years across domestic and international markets, Amitabh Dikshit heads the Appliances Division at Eveready. He holds a bachelor’s degree in mechanical engineering from Pune University as well an MBA from Symbiosis, Pune. We present to you the ‘BTL Baatein’ of the week which is powered by VISCOMM with Amitabh Dikshit speaking to us about Below The Line (BTL) promotions and how they are an integral part of his marketing strategy at Eveready Appliances

     

    How important is BTL for the appliances division?

     

    BTL is a very integral part in promoting Eveready Appliances. It works as a strong confidence builder particularly for special feature products or new technologies. For products like appliances, it is very important to create the right connect with the customer and help in increasing brand awareness amongst the target audience. BTL promotions will help highlight the features, USPs and inform the consumers about the products. I feel it’s a must to increase consumer engagement and measurability.

     

    While Eveready is a household name in batteries, in appliances it isn’t. Given this, is there any special strategy that you’ve adopted as you enter the appliances space? 

    Eveready has always been perceived as a value for money brand.  As a brand we are focussed on developing a strong range of cost effective products to ensure consumer delight at that price range.

     

    Are there certain types of vehicles that you prefer to employ BTL promotions in this category? 

    We use a range of mediums as per need and not any specific vehicle to market our appliances.

     

    Specifically, how important is BTL to the overall marketing plan at EIIL? 

    We always use the marketing mix in various degrees depending on the need. Each of our campaigns use a healthy dose of ATL and BTL to ensure we always have top of mind recall for all our products. BTL specially is critical as this forms the first hand visibility and feel for any walk-in customer.

     

    Can you also specify the range of activities that you are undertaking and propose to undertake as part of the below-the-line advertising and promotion? 

    There are various BTL activities that we focus on. Since the brand has been for the masses we usually have In shop demonstration, shelf talkers, in store branding, danglers, banners, participation in melas and exhibitions etc

     

    What is/will be the ratio of ATL to BTL in your promotional plans? 

    We don’t use a set formula for this. It changes from product to product and the target we want to reach for that product.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency? 

    In the past we have used both the creative agency and a dedicated BTL agency as we understand the value add that deliver. The end objective is to maximize efficiency and output.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?  

    We can’t define BTL or ATL as a sureshot and each initiative’s success can be judged on a predefined marketing matrix. They usually supplement each other depending on the business objective especially for a new brand being launches in the appliances range.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this.  

    This is entirely dependent on which platform the brand is launching and which period of the year. Not all of them have met with success using this method.

     

    Given rising media costs, do you see BTL managing on its own, without ATL? 

    ATL and BTL must complement each other for a touch and feel product like appliances because we are catering to a range of consumers. It is important that we address each customer in their comfort zone and that can be achieved only by using both efficiently.

     

  • When you target a particular fragment of the market, BTL becomes inevitable, writes Ravi Rai, General Manager, Novotel Vishakhapatnam

    BTL Baatein with Ravi Rai, Novotel… Powered by VISCOMM

    Ravi Rai brings over 15 years of hospitality experience to the Novotel group, spanning operation management, staff development, customer service and P&L management. He has been instrumental in strategising business operations through comprehensive business initiatives. Having worked with various hospitality brands and across hierarchies, he carries a strong hospitality acumen. In this edition of BTL Baatein powered by VISCOMM, we speak with Ravi Rai, General Manager, Novotel Vishakhapatnam…

     

    How important is BTL in the hospitality space? Novotel is a well-known hotel, so why promote in the BTL way?
    BTL plays a paramount part in the hospitality sector. Yes, we are a well-known brand and hence it is even more important to ensure consistency in our offerings. When you target a particular fragment of the market, BTL becomes inevitable.

     

    Are there certain types of vehicles that you prefer to employ BTL promotions?
    We choose our conduit basis the concerned event, activity or promotion taken up. Relevance becomes the key here. When we are test marketing a product or a service, depending on the target clientele, we may encourage distribution of pamphlets and presence of brochures at various points of sale as well as guest interaction areas. Our dedicated sales team acts as a catalyst in ensuring a speedy reach.

     

    Specifically, how important is BTL to the overall marketing plan at Novotel Vishakhapatnam?
    In the hospitality business, the services are extremely personalised. It is of prominence that our esteemed guests are briefed about each and every promotion and ongoing or forthcoming events & activities. Without the guest being informed, our efforts would go futile. Every initiative brought up is with an intention to ensure that the customers are taken care of and their expectations met. We customise our offerings for different business entities so as to suit their needs. BTL adds the required personal touch, without which the concept of hospitality would be hollow.

     

    What is the ratio of ATL to BTL in your promotional plans?
    We have incorporated ATL activities as part of our marketing plan. However, I believe that digital communication is the way forth, not to forget that we already are in an age of TTL. The hospitality sector is one where the target will always be niche in its own way and hence, BTL will be carried at its heart.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency or inhouse?
    We do have an agency on-board to assist us in developing some creative pieces of work. I personally believe that our in-house talent is capable enough to take care of the rest. We have a dedicated sales and marketing team which works in tandem to address guest requirements, expectations or grievances. Our promotional assets are carried, displayed and briefed via the enthusiastic team in-house.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?
    Both play their respective roles. When it comes to B2B, new clientele does work on word-of-mouth, and mass media vehicles help spread awareness. However, many a times, the queries or the interest may not reach us. When the same offering is carried personally, we have noticed the engagement levels are much more satisfactory. When it comes to walk-ins and new customers, ATL helps make up the minds of those who may be in the decision-making phase. But, those who have decided on their loyalty may not move. Our endeavour is to consistently keep coming up with nouvel ideas to mobilise the footfall and ensure repeat clientele.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?
    When it comes to BTL, the outcomes are slightly easy to quantify as compared to ATL activities. The conversion numbers are easily reported by our sales and marketing team in case of direct reach. Also, we can quantify the use of promotional materials such as brochures, pamphlets, flyers, tent cards, etc., which gives us a rough indicator of engagement. We also receive feedback at the shared co-ordinates and are able to get approximations.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?
    As I have mentioned earlier, we are sailing through TTL. With the coming of the digital age and widespread use of the social media, a digital blitz is inevitable. Simultaneously, OOH plays a major role in top-of-the-mind recall. The customers today are very well read and aware, they do not wish to spare even a minute for something that couldn’t catch their attention in a few seconds. Unlike olden days, a marketing strategy today needs extensive market research and employment of relevant media vehicles to reach out to the TG without consuming too much of their time.

     

  • In this edition of BTL Baatein, we speak to Sandeep Jajoo, VP Product & Marketing, Hathway Digital

    BTL Baatein with Sandeep Jajoo, Hathway Digital… Powered by VISCOMM

    Hathway Digital is among the early players in cable broadcast and digital, and it has been a pioneer in deploying marketing strategies that can help grow its network. In this edition of BTL Baatein, powered by VISCOMM, we speak with Sandeep Jajoo, VP Product & Marketing atHathway Digital.

     

    How important is BTL in your industry? While Hathway has been an early way in the business, the competition is tough. Is there any special strategy that you have adopted in your domain?

    Being a B2B industry, BTL is essential as we need to connect with our customers through the Local Cable Operators (LCO). In a business like ours, the LCOs are our medium to communicate with the customerto engage effectively with him. Any BTL activity undertaken by us is to strengthen the relationship with our customers and with our LCOs. BTL activities allow our customers to experience the product first hand and provide us great insights for the future.

     

    Are there certain types of vehicles that you prefer to employ BTL promotions in this category?

    We select our medium of vehicles judiciously according to the target audience and the objective of campaign which we want to run. The mix is customized each and every time to suit the need of the hour.There can be a variety of BTL ideas which can be deployed to suit the requirement.

    BTL ideas can be direct activity for customer engagement OR Any tie-up OR Cross promotions with relevant stakeholder from the industry for mutual benefits.

    We regularly do cross promotion with major broadcasters to promote their newly launch programmes and/or reality shows through various on ground activations. We have recently participated in rural road shows in Maharashtra along with broadcaster to promote their newly launch program which benefitted us to engage & motivate our LCOs.

     

    Specifically, how important is BTL to the overall marketing plan at Hathway?

    While we mostly prefer BTL to suit our business nature, ATL along with BTL can have larger impact in market and may sustain for longer period. Since our offerings can vary across the country, we feel that BTL can provide us better scopefor customization according to the TG giving us better mileage than ATL over a shorter term. BTL helps in establishing first-hand experience with our consumers thereby ensuring positive sales for our offerings especially in Value Added Services segment like Hathway Special which we recently launched to match DTH offering.

     

    Can you also specify the range of activities that you are undertaking and propose to undertake as part of the below-the-line advertising and promotion?

    While we do conventional BTL activities like POS material, society demo’s, participation in ground events and industry level events, sponsorships of entertainment event, direct customer visits for our direct customers, we always look forward to associate our self with various BTL activities in industry. In recent past, we associated with one of the leading production house during the prelaunch promotions of their new movie release which gave us immense brand visibility.

    We also rely on our digital platforms heavily for our local channel partners.We feel use of technology brings speed and cost effectiveness in marketing.

     

    What is/will be the ratio of ATL to BTL in your promotional plans?

    We use ATL & BTL mix according to the objective we want to achieve.  While our preference is always BTL due to cost effectiveness for tactical communication, we also use ATL for our strategic communication.  We balance both depending on the campaign objective.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    We are open to using a dedicated BTL agency or our internal sales teams depending on the activation.  It depends on how big or small the campaign is. The end objective is to maximize efficiency and output of any BTL activity. Currently, we have appointed dedicated BTL agency to push our HD sale in Maharashtra.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?

    ATL helps in reaching out to a larger customer group than BTL and majorly works for long term strategic objective. BTL effectively works for smaller customer group keeping in mind for short term tactical objectives. However, BTL coupled with ATL always produces good results.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    Of Course, sales is the final indicator of any BTL or ATL campaign but customer engagement & experience and top of mind recall are few parameters which add value to the final outcome. BTL also helps in creating a positive disposition with our consumers who can take an informed decision.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    While BTL is good to address the short term tactical goal, it always works better to have a healthy mix of both. However, there have been times when BTL is preferred over ATL because the consumer can experience the product and give immediate feedback which can be used effectively.

     

  • BTL is not only a great way for promoting the mall's brand and get in footfalls but also to generate revenue from brands across the year, says Nishank Joshi – Chief Marketing Officer, Nexus Malls

    BTL Baatein with Nishank Joshi, Nexus Malls… Powered by VISCOMM

    With over a decade of experience working in retail and mall marketing, Nishank Joshi, Chief Marketing Officer, Nexus Malls, has launched seven malls across India and relaunched three others across India. Joshi joined Nexus Malls from K Raheja Corp where he spent close to seven years in two stints. A digital media maverick and communications pro, he leads the Marketing function of the company. In this edition of BTL Baatein, powered by VISCOMM, Nishank Joshi speaks on how BTL is an important marketing activity and revenue-earner for malls

     

    How important is BTL in your industry? We’ve heard of traditional advertising, outdoor and inserts in newspapers… but BTL too?

    BTL has formed the very essence for mall promotions and advertising. Given the need to create throbbing and lively environments, there is no better way to make use of the real estate that malls have  – their spaces themselves. Interestingly, malls are great spaces for BTL activities too. So, BTL not only is a great way for promoting our brand and get in footfalls but also to generate revenue from brands across the year.

     

    Are there certain types of vehicles that you prefer to employ BTL promotions in this category?

    It’s an evolving science. Traditionally malls have stuck to events that revolve around kids & women.However today, there are a plethora of activations that we create. From community events for people in the catchment, to Live concerts and stand up comedies to pure play installations. We are pushing boundaries when it comes to ideas and innovations within malls.

     

    Specifically, how important is BTL to the overall marketing plan at Nexus Malls?

    Not considering fixed costs like retainers and licenses, BTL in our malls constitute 60% of our marketing plan. Which means; most of our eggs are in the BTL basket.

     

    Can you also specify the range of activities that you are undertaking and propose to undertake as part of the below-the-line advertising and promotion?

    Just a month and it is a very entertaining mix thus far already. We started off the launch campaign with the hugely successful unplugged musical concert featuring Jonita and Papon. At around the same time we debuted with a first in Navi Mumbai – an Augmented Reality experience where people can come face to face with the wildlife in the Arctic. An awesome experience where people can interact with digital creatures and take pictures and videos of the experience too via a snapshare option. The pictures show the frenzy it has created! Seawoods Grand Central Mall has been positioned as the most fashionable mall in the city, and for that we have created 4 fashion islands representing the most fashionable destinations in the world – New York, Milan, Paris and London. The central installation is a 40 ft fashion maze where visitors can browse through a visual display of fashion trends across the last few decades before they reach the central portion which has an ethereal wedding gown that lights up every time someone steps in. Next up is our summer event that will show case fun activities across continents. It has been a magnificent summer at Seawoods Grand Central Mall alright.

     

    What is/will be the ratio of ATL to BTL in your promotional plans? Also, will this ratio change after the launch phase of a mall or a certain activity?

    It is 60:40 today in favour of BTL. This will change to 40:30:30, the last 30% being dedicated to digital ideas and activities.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    While we have an agency on retainer for creative duties, our BTL activations are always awarded on pitches. This becomes necessary as BTL agencies have different skill sets and so every new occasion calls for a new idea and that may need a different agency each time.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL in the retail space?

    I would think they complement each other. BTL activation help in engaging consumers at the mall and help build a frenzy that results in shopping, but ATL is what drives them in by telling them what’s happening. So, both are equally important.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    Apart from the usual footfalls and sales we measure customer and retailer satisfaction levels during the initiatives via live surveys. A lotof initiatives require audience participation… so participation numbers, and profile of the people engaged based on age, location of residence, drive time from mall also help in deciding what is needed.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    Oh, BTL is on the rise, no question about that. Trends definitely show that BTL and Digital are slowly replacing ATL in company budgets. The latest mobile brands are testimony to this shift.

     

  • In this edition of BTL Baatein Ahmed Rahimtoola, VP-Marketing, Allied Blenders and Distillers talks about how BTL form a critical part of his overall marketing plan

    BTL Baatein with Ahmed Rahimtoola, Allied Blenders and Distillers… Powered by VISCOMM

    In line with the rules and regulations governing alcohol advertising in India, we do not advertise any of our alcobev brands in mass media. It does constrain us from reaching out to consumers but that is where BTL comes into play and allows us to present the full glory of our brands to consumers, says Ahmed Rahimtoola, VP-Marketing, Allied Blenders and Distillers in this edition of the BTL Baateinseries powered by VISCOMM

     

    How important is BTL to your overall marketing plan?

    The retail environment, both off-premise and on premise, is the ‘Moment of Truth’ where consumers make the actual purchase. It is at this point that consumers can be influenced by a variety of ways to switch/retain loyalty to our brands. BTL activities are aimed at the retail environment and thus form a critical part of our overall marketing plan.

     

    Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion?

    BTL activities cover a broad spectrum which can be bucketed under the following heads:

     

    Can you give a broad idea of your spends pie of ATL v/s BTL?

    As an organisation, our total A&P spends are equally split between ATL and BTL. There are variations when it comes to individual brands but BTL is equal to, if not more than, ATL spends at a brand level as well.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    The choice of agency, either specialist BTL agency or existing creative agency, to execute our BTL activities is dependent on the nature of the activity and the capabilities required. As a guiding principle, we would want to appoint the best-suited and capable agency to execute the activity and not get bogged down by whether it is our creative agency or specialist BTL agency that is the ideal candidate. Thus we have examples of both types of agencies executing our BTL activities.

     

    Since there are various rules and regulations attached with promotion or displaying alcohol in public in India, how difficult is it for brands like Officer’s Choice to advertise and market them in public spaces since alcoholic brands are only allowed to advertise and market in pubs and clubs?

    In line with the rules and regulations governing alcohol advertising in India, we do not advertise any of our alcobev brands in mass media. It does constrain us from reaching out to consumers but that is where BTL comes into play and allows us to present the full glory of our brands to consumers.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL?

    It is very difficult to make a judgement of the effectiveness of BTL over ATL but the impact of BTL on sales is easier to measure and is more tangible.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    In addition to sales and market share, we conduct routine brand health tracks for our key brands. The success of BTL can be gauged from the improvement in key metrics like awareness, consideration and trial measures.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your views on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    The ultimate objective of ATL or BTL is to reach the target consumers and deliver the message. The choice of medium i.e. ATL or BTL or both is governed entirely by how effectively and efficiently this objective is attained. There are consumer segments where a BTL-led launch plan supported with outdoor/digital can work and it is the marketer’s prerogative to make that choice. | As far as rising media costs are concerned, marketers will employ the same metrics of effectiveness and efficiency to make precise choices of media selection. We already have instances where brands esp. regional brands spend on BTL activities alone since ATL may not be regionally isolatable.

     

  • In the first of the third series of BTL Baatein, we bring you an interview with Eddie Udagawa, Vice President, Consumer Imaging and Information Centre, Canon India.

    Kicking off BTL Baatein Series 3: Interview with Eddie Udagawa, Canon India… Powered by VISCOMM

    Canon needs no introduction in India, given that its leadership in the world of imaging and cameras. In the first of the third series of BTL Baatein, we bring you an interview with Eddie Udagawa, Vice President, Consumer Imaging and Information Centre, Canon India. The BTL Baatein series is powered by VISCOMM, a leading BTL and marketing services company headquartered in Mumbai.

     

    Canon has been a leader amongst cameras and the imaging space in general. How important are below the line marketing promotion to reach out to potential and current customers?

    Below the line activities are intrinsic to our business and forms an integral part of the marketing strategy. While we strive to create awareness and build wider reach around the brand through ATL activities, BTL led activities are important to provide an experiential purchase to the customers.

    Canon’s BTL activities displays the comprehensive range of products and services which are accompanied by professionals to help customers experience the brand and its wide ranging portfolio.

    Through BTL, our aim is to delight customers by giving a personalised experience through the touch-and-feel experience with the products. BTL activities depicts on understanding the customer’s need and viewing things from their perspective. On-ground events always make us closer to customer as they share their feedback insights on our services and offerings.The training and workshops has helped our customers to make informed purchases and help us in gaining more market share in India.

     

    How important is BTL activity to your overall marketing plan?

    BTL activities are core to our overall marketing activations. BTL activities focuses on one-to-one communication between the brand and target audience thus building a stronger customer base. Communicating directly with the consumers lets you customise your message with every recipient and that is the key for us to be able to connect with our target audience.

    We conduct various workshops and training modules, promote photo tours and so on which keep happening all over the country. We reach out to Tier II, Tier III and Tier IV cities in the country to engage with consumers, as we believe in promoting the art of photography and the power it entails. We tap each kind of target audience through various kind of BTL activities.

     

    Can you give a broad idea of your budget division of ATL v/s BTL?

    Both ATL and BTL for man intrinsic part of our overall marketing plan including the digital communication. Our budgets are skewed to ATL activities since it reaches to larger audience at multiple touch points. BTL activity is too important but since it reaches to targeted customers at specific locations, the overall cost involved is far less than the ATL activities.

     

    Canon has a range of products – from the lower to higher end. Can you specify the range of activities that you conduct as a part of your BTL activities plan?

    We undertake a lot of BTL activities to ensure that we touch each segment of our market, whether it be for entry level users, amateurs, high end users or even any photo enthusiasts.

    For all the photography enthusiasts we recently concluded the Canon Photo Marathon.This is an annual event and is being organised across 12 Asian regions. This year it was held in two cities – Mumbai and Delhi. Deemed as one of the largest photo competitions, the event brings photography enthusiasts closer, while challenging them to push their boundaries and showcase their photographic creativity through their own perspective. Participants click photographs from different cameras whether entry level, mid segment or high end cameras to capture the best shots. The day-long photo competition offers a memorable experience and attractive prizes for various category winners. The grand winner wins Canon Photo Marathon Asia Championship which is an all-expenses paid photography tour specially organised for the grand winners of respective regions.

    Another way to reach out to photo enthusiasts is the roadshows. Canon flagged off a 60-city roadshow, to strengthen customer connect across the country early this March and is still on-going. With this initiative, Canon brings the product portfolio to the forefront and creates mass awareness about the technological innovation that we house within our imaging solutions.This activity has helped Canon reach Tier II, Tier III and Tier IV markets, thus creating a new customer base and providing an accessibility for instant purchase.

    For high end users, the company focuses and invests into various photography workshops under a unique Canon property called EOS Nation for professional photographers. These seminars are delivered by industry leading professionals and aimed specifically at professional photographers.

     

    This year we initiated with Pushkar Service Camp under Canon Professional Services for high end users where service depot was there for maintenance of the camera and demo set up was created for touch and try experience for customers. Approx 500 customers visited the demo zone and 200+ units of equipment’s were serviced during this 6 day long CPS camp.

    Targeted specially at women photographers, Canon organised ‘I Click’ photography workshops, with an aim to empower beginners, hobbyists or amateur photographers to develop and enhance their photography skills. We started this in 2015 on International Women’s Day and this time we conducted this activity throughout the year reaching out to key 12 cities which saw a participation of over 1800 female audience.

    There are lot of other BTL activities which we keep doing like complimentary workshops, users master classes for various genres of photography etc. All these activities not only bring customers closer to the brand but also entice them to click more and more thus building and promoting photo culture in the country.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    We have specialised agencies that help us execute various kinds of BTL activities based on the brief and requirement given by the internal sales and marketing team. The agencies play an important role in activation and post-activity analysis and our internal team keeps a check to improvise the work.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL?

    Both ATL and BTL are complementary to each other and both are important to be well connected with the consumers. Neither is complete without the other.

     

    Would you say that for products like those that Canon offers where the experience of using it helps in purchase decisions, BTL is a must-do activity for sales?

    Both ATL and BTL are equally important for the consumers to make any purchase decision. Working in tandem, ATL generates awareness and reach and BTL generates customer touch and feel experience of the products. We also have our exclusive retail outlet called Canon Image Square where the staffs at the store are professionally trained and are efficient in assisting customers in selecting products in accordance to their specifications and requirements. All of these equally help customers in making an informed purchase thus satisfying there overall needs.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    Delighting our customers is the main objective when we plan any BTL activity. The impact that a brand creates in the consumers mind and the overall experience which the consumer have taken away from various kinds of activities conducted is very important for any BTL activity.

    Our endeavour is to consistently keep coming up with novel ideas to havea good brand and product experience and also increase the footfall so that we build relationship with more number of customers.

    Eventually the sales number at various workshops and events help us judge the success of the activity.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    In this digital era, organisations rely a lot on digital blitz. Everything is going online since that is the need of the hour. But, at the same time, in a developing country like India, we also need traditional ATL activities to tap our customers. The customers today are very well read and aware, they do not wish to spare even a minute for something that couldn’t catch their attention.

    Establishing a brand presence at multiple touchpoints combined with an innovative tone of communication lets you leave a deep seated impact in the TG’s mind. Keeping this in mind the marketing activities is planned in such a manner that the message is communicated to the relevant target audience in a precise and effective manner.  This ensures extensive market research, latest trends and updates and reaching out through relevant media vehicles so that the brand remains at the top of mind.

    BTL marketing strategies becomes important to give a personalized touch and experience of the products to the customers in its own unique way.