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te a difficult task. While some include everything that is not mass media advert
ising in BTL promotions, others include only activities that are done for a cert
ain class of consumers or target audience. It helps marketers establish one-to-o
ne relationship with consumers while mass promotions, by definition, make it dif
ficult to gauge consumer-response, except at the time of sales. Examples include
tele-marketing, road shows, promotions, in- shop and shop-front activities, dis
play units and entertainment events.
Purists like Singh insist all micro promotions, in which a narrow group is targe
ted, do not qualify as BTL marketing. All agencies that were small startups, even
t companies, promotion companies etc. have suddenly become big BTL houses. But t
hat s not all what BTL is, he says, emphasizing the two-way nature of the process. B
TL is about ensuring interaction. You need to define new consumers and do activi
ties where there is an experience of interaction. BTL, by definition, has to be
a long interaction and it has to be told. You need to tell the consumer somethin
g and the consumer needs to experience it and ask you question .
BTL and the Start Up
Given the proliferation of media and brands using them, the media market has beco
me extremely cluttered, says Pankajj Chaturvedi, Executive Director (South Asia),
Baskin Robbins. This has made addressing your core target audience a difficult a
nd expensive task. As a result, BTL advertising is increasing its share in marke
ting budgets. Even the larger brands are spending a fair share on BTL, he points
out.