Benifits of BTL - The most crucial aspect of idea development in the world of promotions is to remember that the idea has to be physically activated and implemented in multiple locations under multiple situations. The best of ideas come apart at the seams when it is implemented across various geographies and demographics particularly in our country. The activities have to be totally integrated, planned, executed and tracked in a very efficient manner - easier said than done.
Promotions and Brand Activation have truly come of age over the past few years in our country, most brands and corporates have realized the unique role that this discipline can play in building brand equity. Clients have started investing more money, time and effort into activation programs which have resulted in wide and in-depth campaigns. This Promo - Tool long considered an after thought has become tremendously effective in making product move off the shelves - the true test of a promotion.
This tool is often more measurable and accountable than advertising. Most Promotional Marketing Campaigns are working towards defining parameters for measurement prior to the campaign. Thus Below the line activities are fast becoming a powerful enabler for brands and services looking for last mile connectivity with the end consumer. This is the biggest challenge facing the industry in India today and in the years to come. It is this challenge that we are well equipped to face.
