BTL Activity for Class A Architect for Cluster 1 (Mumbai, Pune, Ahmedabad and Surat

Region)

This activity can be divided into three parts that is Pre BTL, BTL and Post BTL
Location – Franchise store/Design Centre
Duration – 90 Minutes Excluding Refreshment/Dinner
Number of Attendees – 8 to 16 Persons

Pre BTL SOP: -

Time Line: - Between 60 Days to 1 Day before the BTL Activity

1. Time Line: - Between 60 Days to 55 Days before the BTL Activity

(a) Look at the performance of partner across the product categories as per the
focus product targets determined in the Master sheet and identify the low
contributing product categories over the last 6 months for the respective
partner

(b) Based on the identified product categories and in consultation with the
channel partner, make a list of Architects to be targeted for the BTL activity
to promote the identified product categories and the focus products

(c) Sales person to also look at his internal CRM and identify list of prospective
Architects/IDs whom he has mapped to the partner and who have not
contributed in the 6 months for the identified product categories

(d) Make the final list of Architects/IDs

2. Time Line: - Between 54 Days to 30 Days before the BTL Activity

(a) Contact the architects 54 days before the BTL activity, ask him about his
availability for the upcoming BTL activity and collect the below mentioned
information.

 Number of active sites.

 Tentative list of products in each of these active sites.
 Approx. site value of each active site for Hardware (for Hafele).
 Any other brand being considered at these sites (if any) also to be
mentioned.

(b) Sales person to visit the sites of the Architects basis the availability of the
Architects to validate the above collected information
3. Time Line: - Between 29 Days to 15 Days before the BTL Activity

(a) Continue research and site visit to the active sites of Architects between 29
days to 15 days before the day of BTL activity and classify the Architect/ID
under the appropriate class

(b) Send an initial mail to all the architects 29 days before the BTL activity, ask
about his availability on the specific date and time for the BTL activity.

(c) Send a proposal mail to Head Office for getting approval for conducting the
BTL activity in the standard format. This mail should be sent before 7 th of the
month prior to the month of BTL activity.

4. Time Line: - Between 14 days to 1 day before the day of BTL activity

(a) After collecting details about the active sites from the influencers, classify the
Architects/ID as per the Influencer classification methodology and select the
products (as per the product segmentation done for the different influencer
classifications) which are going to be discussed during the BTL activity
keeping in mind the identified weak product categories for the respective
partner and the regional level Focus products. This activity should be
completed between 14 days to 12 days before the BTL activity

(b) Contact the Architects/IDs, invite them for the BTL activity and finalize the
time of BTL activity as per their convenience. This should be completed
between 14 days to 12 days before the date of BTL activity

(c) Design the e-Invitation card which will carry the information of date, time
and venue of the BTL activity. Share it with architects digitally (via WhatsAPP
mode) or invite them personally through physical invitation. This should be
completed between 14 days to 10 days before the day of BTL activity.

(d) Send final number of attendees to marketing team 8-10 days before the BTL
activity for getting the sufficient number of goodies which needs to be given
to contractor after BTL activity.

(e) Send first follow up email to the architects 7-8 days before the day of BTL
activity and remind them about the day, time, venue of the BTL activity and
on WhatsApp as well

(f) Check whether projector is available at Franchisee store or not, if projector is

not available then arrange the projector for the BTL activity. This activity
should be completed between 10 days to 2 days before the day of the BTL
activity.
 (g) If the BTL activity is going to be followed by dinner or refreshment, then
make the arrangements for the same in coordination with the Franchisee
team/Design center team by sending the event details on mail at least 6-8
days before the activity date

(h) Send second follow up voice call to the architects 3-4 days before the day of
BTL activity and remind them about the day, time, venue of the BTL activity.

(i) Send final follow up voice call and text/whatsapp message to the architects 1
days before the day of BTL activity and remind them about the day, time,
venue of the BTL activity and take the final confirmation of attending the
meet from them.

BTL Activity: -
Duration – 90 Minutes

1) Out of 90 minutes, devote first 5 minutes for briefing about the company.

2) Explain about products from the categories (AH, FF, SF, KF, GF) and devote 70
minutes for the same. More focus to be on the identified list of weak product
categories for the respective partner

3) For Class A architect below mentioned products are the pool of products identified
for the BTL activity. Additionally, if sales person feels that any product is missing out
then as per the understanding during the site visits done, one can also add those
specific products to the below mentioned products.

4) The following products are the pool of products identified for Class A category
Architects/IDs:

 AH – Digital Locks – Revel & Real, Concealed Door Closer – DCL 71; DCL
70; DCL 33; DCL 35; HS3000, Pivot system M, Lock Body Cylinder, Saddle
Plate.

 FF – Ironing boards, Gravity Storage Bed Fitting, Aladino Bed System, Bed
system – supernova; orbit, Wardrobe lift, Revolving Shoe Rack, Electric
Maxi lift, Soft close telescopic channels, Wardrobe accessories, Pratik Bed
Fitting.

 SF – New 120 W range/ XL with soft close, Autotec, Classic 300, Weather
fold 100 EF, Classic duo 80 VF, Classic 120 Smuso, Classic 60 VF, Fold 84.
  GF –Hydraulic Patch, New Echo shower sliding, Shower cubical hardware,
Design 60 VF, Design 80 VF, Three Way Shower Hinges, Glass Door
Hardware, Pull Handles.
 KF – Drawer organizer – Cutlery Trays, VS COR Fold, VS COR Flex, Tall Unit
– VS Tall Gate; VS Tall Gate N; Chef’s Pantry Pull out, drawer accessories,
Profin profile range, Drawer Mat, Waste bins, Bottle Pull-out, Roller
Shutters.

 Blum – Legrabox, Aventos, Movento, Tandem Boxes, Tandem Runners,

Tall gate Pro, Space Tower, Blum Hinges.

Note: Wherever any of the products being showcased in the BTL is not on display at the
Design center or at the Franchisee store, kindly arrange a mock-up of the same for
demonstration. This activity to be completed at least 2 days before the BTL activity

5) One should preferably select not more than 10-15 products across all the categories
of products for better focus and efficacy

6) During the explanation emphasize more on the benefits and advantages of the
products to the target audience

7) After explaining them about the products and then dedicate 15 minutes for
questions and answers.

Post BTL SOP: -

1) Give the below mentioned form to contractors and ask them to provide the required
details and this should be done before dinner/refreshment.

Name of the Contact Site 1 Site 2 Site 3 Any Feedback

Architect Number details details details problem regarding
currently today’s BTL
being faced activity
with Hafele
Products
(in brief)

2) Provide Dinner or Refreshments to contractors as per the prior arrangements

3) Give them goodies at the end of the dinner or refreshments

Post BTL follow up process

Timeline 1 – 20 days after the BTL activity

Repeat the below process in a continuous cyclical manner for each Architect/ID who is part
of the BTL activity:
 Give the first follow up email to all architects next day post the BTL activity and share the details about the
newly launched and pool of products identified for the BTL activity
During the BTL activity, if the influencer has given any specific feedback or is facing any specific issue with
First Follow Hafele, then sales person needs to action on it
Up Email

If architect has site in hand then schedule a meeting with architect between 1 - 3 days post the BTL activity
The resolution for the feedback/issue as identified in the above step should be given to the influencer within
Schedule a timespan of 3-4 days post the BTL activity
Meeting with
Architect

Meet the architect preferably at their site between 4 – 10 days post the BTL activity
Get the requirement of products from the architect for his active sites
Meeting at
As per their current requirement explain more about the Hafele products
site with
Architect

As per the site visit, prepare and send the quotation of Hafele products for that particular site.
Prepare & This should be done between 11 – 15 days post the BTL activity.
send
quotation

Work out on the techno-commercials

Involve a suitable channel partner to route the order
Close the deal. Tentative timelines for closure within 16-18 days of BTL
Closure

Regularly share brochures, newly launched products, newsletters continuously on WhatsApp broadcast
group with them
Wish them on their Birthdays, Anniversary, any auspicious events etc to develop a personal rapport
Engage the
Architect

Timeline 2: Post 20 days of BTL Activity

1) Sales person will keep tracking the performance of these architects on a quarterly
basis on the below points:

 Turnover with Hafele

 Number of sites given to Hafele
 Repeat business given to Hafele
 Product range penetration at product category level
 Number of referral Contractors given

2) Basis the performance of the influencers on above parameters, we will classify them
accordingly and conduct repeat BTLs for them with more focus on those product
categories where we see less traction or need for improvement

3) The referral contractors identified through Architects will be mapped as per the
classification methodology that we have laid out for contractors and they will be
mapped to a suitable BTL activity for contractors which will be addressed in the
specific module for contractors

4) The above steps need to be done in a continuous and a cyclical manner post every
BTL activity. And this will help us identify the efficacy of the BTL activity. The gaps
that are identified during any stage of the above process need to be duly noted by
the sales person and addressed in the next BTL activity and/or in the next interaction
with the influencer