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, 01 June 2008 00:00 Page 1 of 2 READ ALSO • Opportunity in Female Condoms... • Concord Safety Solutions Launches New Light W... • US firm sets up $20-mn facility in Chennai... Unconventional marketing strategies can be a start-up’s best friend In today’s cut-throat competition, below-the-line promotions have become indispensable tools for both start-ups and large organizations, thanks to the low cost factor. “At least 70% of the decisions on whether to buy something or not is made at the shop floor,” says Vijay Singh, MD & CEO of 141 Sercon, a below-the-line (BTL) promotion agency. DARE explores the possibilities and limitations of this powerful tool.
shop and shop-front activities. promotions. You need to define new consumers and do activities where there is an experience of interaction. But that’s not all what BTL is. make it difficult to gauge consumer-response. promotion companies etc. others include only activities that are done for a certain class of consumers or target audience. It helps marketers establish one-to-one relationship with consumers while mass promotions. do not qualify as BTL marketing. While some include everything that is not mass media advertising in BTL promotions. by definition.” he says. have suddenly become big BTL houses. the media market has become . Purists like Singh insist all micro promotions.What is BTL? It is everywhere and almost everyone is doing it yet to define the scope of BTL is quite a difficult task. by definition. display units and entertainment events. in which a narrow group is targeted. BTL and the Start Up “Given the proliferation of media and brands using them. except at the time of sales. You need to tell the consumer something and the consumer needs to experience it and ask you question”. Examples include tele-marketing. BTL. emphasizing the two-way nature of the process. event companies. road shows. “All agencies that were small startups. has to be a long interaction and it has to be told. in. “BTL is about ensuring interaction.
based on their expressed needs and preferences Issue a “call-to-action. June 14. For a new product. this method of promotion is especially suited to newer companies and products. as well as those tactics that are (and are not) working Establish one-to-one relationships between consumers and marketers << Start < Prev 1 2 Next > End >> Set as favorite Bookmark Email This Comments (7) Subscribe to this comment's feed Turning Your Words into Wealth written by marketing strategy.” inspiring specific customer activity or tailored messages about a product or a brand Drive individual responses Are highly measurable. allowing marketers insight into their return-on-investment. Baskin Robbins. Even the larger brands are spending a fair share on BTL. 2010 . Samsung and Nokia have a range of BTL activities. Below-the-Line Media… Are targeted at individual consumers.” says Pankajj Chaturvedi. DARE/versus Above-the-Line Media… Are tailored to reach a mass audience Establish brand identity or reinforce emotional concept surrounding a product or brand May or may not drive customer response Are difficult – if not impossible – to measure with any accuracy Cater to the mass market Source: V12 Group While most big consumer brands like LG. consumer interaction and feedback during a BTL campaign helps in fine-tuning the offering and positioning of the brand.extremely cluttered. Executive Director (South Asia).” he points out. “This has made addressing your core target audience a difficult and expensive task. As a result. BTL advertising is increasing its share in marketing budgets.
2009 btl budgets in our country are also on the increaselook at telecom industry. May 18.apparela or even retail the answer is in favour of btl. 2010 Marketing tip: Do you talk about your client's need and forget your own company's accomplishments in your ad? report abuse vote down vote up Votes: +3 Add a mobile based. report abuse vote down vote up Votes: +1 btl written by niraj shah.they spend more on btl than atl' why telecom look at footwear. -Insight and Real Time Intelligence of current Footfall. January 31. 'Below-The-Line' Brand communication channel to your Retail outlets. -Single Loyalty Program across Formats. April 18. written by Quantama. -Ability to add a hip new mobility channel to the existing marketing portfolio increasing brand recall. report abuse vote down vote up Votes: +3 . -Targeted touch points and reciprocation with each individual consumer. to reach to the consumer its eveident to take path thru btl. 2010 Benefits Include: -Ability to connect to previously unknown/unreachable customer base.Marketing tip: Do you talk about your client's need and forget your own company's accomplishments in your ad? report abuse vote down vote up Votes: +1 Turning Your Words into Wealth written by marketing strategy. -Drive up Same Store Sales through Increasing Conversion.
2008 Hi Anil. Retention becomes more critical than new customers and hence focus on CRM. Manager written by syed. 2008 As compared to AtL. September 16. 2. As spends go down. November 06. Cheers report abuse vote down vote up Votes: +3 Director written by Anil Malik. report abuse vote down vote up Votes: +4 Asst..thebtllife. I have a collection of reports and research on my blog www. Brands move away from typical brand building strategies and start to focus more on marketing services which ensure a sales uplift and that is where BTL scores. October 27. US leads the world in terms of BTL spend percentages. 1.com and would suggest you take a look at thoes. written by Vijay Singh. what is the advantage and disadvantage of BtL? report abuse vote down vote up Votes: +0 Write comment .blogspot. A short recession is of great advantage to below the line marketing services for a few basic reasons . brands look at focussing spending on targetted TG and hence turn to BTL strategies like direct and one on one experiential marketing. 3. where-in the promotional spends are higher than the ATL spends... 2008 What will be the impact of recent recession on marketing activities especially BTL activities? I would request if you can be more specific towards US market and for established brands like Coke/ Pepsi/Levers etc.
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A startup I am assuming doesn’t have a lot of money so a startup typically would want to ensure that whatever the expense it gets some quick results that is where a BTL would come in. the possibility of a BTL campaign backfiring is very high. The B2B business already has the majority of the spend. that particular campaign will fall flat on its face.Why is BTL gaining more importance these days? The BTL industry has been around for a very long time. for instance. If you were to reduce the BTL spend on soaps. Look at soap. a little bit of digital. etc. Is the increasing presence of BTL felt only in the FMCG and the durables market? No. and nothing goes wrong. Now more and more brand managers are clubbing it into a single BTL format. The difference with ATL is that the vehicles of delivery are fairly very well established. you don’t do any inside the shop activities. I still need to have a great strategy and a great creative idea but I need to implement it on ground. If I am a consumer and the person interacting with me doesn’t do a great job. But if it is a startup with a lot of money. Earlier. What was not happening was that FMCG in terms of percentage was not spending as high a percentage as what they are doing now on BTL. someone got lucky and got a lot of funding and is first looking at building the brand and then do sales then I would assume that he would first want to use some TV commercials. When it comes to BTL. So the moments of truth on a BTL are too many. been done differently. Also BTL is not just about niche products. people used to look at it as promotions being done separately. and I’ll need to do one-on-one interaction. What kind of ATL and BTL mix would work for a startup operation? It is dependent on the product category and the kind of consumer you have. How many companies are spending a substantial amount of money on BTL these days? In India our current estimate is on an average it is about 45% of the spend on BTL and I am including areas such as research marketing. They want an agency that can possibly give a solution for all that. out of a great idea and great strategy. second is marketing services or BTL and the third being PR. Traditionally brand managers have been spending money on three broad areas -. rather than it being a structured as marketing services. a lot of focus on print ads then from there start doing demand generation. etc. etc. And if I don’t implement it well. so and so forth.. it is definitely not niche as everyone uses it. I’ll need to do road shows. product placements. you will need to bring down your sales focus. What is the ROI on these BTL initiatives? . I’ll need to do promotions. For e. it’s just that now there is a little more recognition that what was earlier very fragmented is actually a fairly structured BTL business. let’s say you don’t do any shop-front activities.g.one is ATL. shop-front activities being done differently. I create a great TVC and I give it to established television channels to run it on their vehicles.
in terms of revenue increase. “We are an innovation driven company. and at the end we were able to increase the VAT collection of the state to the extent of approximately Rs 75 crore. LG Electronics India. brochures. director. starting from distributing pamphlets. we ran the “Grand Kerala Shopping Festival” campaign with the Kerala government and they spent close to Rs 15 crore on the entire festival. it might be a good idea to initiate a BTL campaign and check which way the wind would blow as per your sales. what is one big advantage and disadvantage of BTL? The big disadvantage is that BTL is not the best information vehicle. according to experts. marketing. which are required to be communicated to the consumer and therefore require investment in the form of above-the-line (ATL) AND BTL”. Our products have new and exciting features. he is normally going to talk in terms of increase in brand recall. While there’s nothing stopping you from launching a conventional mass-media based strategy. so we are continuously launching new products. It was a sixmonth initiative. another big reason for a startup to favorably consider this tool is the cost factor. Besides fine-tuning the product and brand. If you talk to a BTL person he’ll give you hard numbers. the impact of BTL activities is far more measurable. if the objective is to create a conversation about the brand and to get engagement with the consumer then BTL is the right solution. says V Ramachandran. Turn it on its head. “Unlike traditional advertising. a mass information vehicle. then BTL is not the right solution. for example.If you ask an ATL guy. If the idea is just to convey the brand. since it is less about brand building and more about increasing sales”. newspaper inserts. Recently. etc. . then it’s not really a good campaign. says Singh. The deal is if you cannot really measure the return on investment on a BTL campaign. BTL offers a wide spectrum of dirt cheap to more expensive activities. which would only help you in your brand creation. As compared to ATL. to holding seminars and product launches. This is hard money-to-money comparison but we also had to built the brand and do a lot of ATL with that campaign.
mall events etc.Besides new products and startups. Besides the absence of cost-effective scalability to address a mass market. Limitations The BLT industry is fragmented with many small players dotting the market and doing a bit of everything.” says Chaturvedi of Baskin Robbins.” he says. “We have always (nationally as well as internationally) been more of a BTL-led brand. despite all the hype. even if the product can have a national appeal. such as that for precision engineering tools. In such cases. a company may choose to start off with just one town or city. a seminar or trade show may bring you a much bigger bang for your buck than a TV ad. the popular and regular activities are leaflets. another natural fit are companies with a niche. BTL options such as pamphlets. BTL activities may also require a higher involvement of the organization than an ad-based approach. However. is also what prevents it from being a complete marketing solution. The industry size was estimated at Rs 13. Sometimes. “In India. fit the bill in this case. Its biggest strength. . given that our customers are specific and not mass market. but geographically spread-out customer-base.200 crore in 2006. an extremely focused approach. cross-promotions with retail chains or outlets and school contact progrmmes. BTL initiatives cannot be the answer to all your marketing requirements.
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