Are you struggling to make your brand stand out in the cacophony of marketing noise? Wondering how to engage customers in an
impactful way that leaves a lasting impression? Well, we might have the answer!
Let’s explore the power of BTL marketing by Ascent Group India in ensuring the delivery of marketing communication effectively, and understand the Why’s and How’s of BTL marketing along with some innovative campaign ideas and examples that can elevate your brand.
Ascent Brand Communications’ approach to BTL activities focuses on direct engagement, leveraging local culture and influencers, and utilizing data-driven insights to optimize their marketing efforts. These strategies help in building strong connections with the rural audience and ensuring effective communication of the brand’s message.
Understanding BTL Marketing
BTL (Below-The-Line) marketing refers to unconventional marketing strategies aimed at reaching out to specific audiences with a personal touch. Unlike traditional advertising, BTL marketing focuses on direct engagement, making it an effective tool for creating lasting impressions.
Why Choose BTL Marketing?
BTL marketing offers several benefits that can significantly enhance your brand’s presence:
- Targeted Approach: BTL campaigns can be tailored to specific demographics, specific-languages, customer segments, sub-segments etc ensuring your message reaches the right audience, in the intended way
- Cost-Effective: With a focus on direct engagement, BTL marketing often requires a smaller budget compared to mass media advertising. Cost per reach is significantly reduced along with the benefit of instant feedback that BTL campaigns are able to deliver.
- Measurable Impact: The results of BTL campaigns are easily trackable, allowing for better analysis and optimization.
- Increased Engagement: BTL activities create interactive experiences that foster deeper connections with the audience. As a result, the ability to drill down a message is easier and well received.
Innovative BTL Campaign Ideas by Ascent Group India
Ascent Group India has been a pioneer in strategic brand and marketing consulting. Here are some innovative BTL campaign ideas they’ve successfully implemented:
1. Experiential Marketing
Creating immersive experiences can leave a lasting impact on your audience. For example, Ascent Group organized a AV campaign for a tractor giant, John Deere Tractors, allowing potential customers to experience visually the latest tractor models in a simulated environment. We also initiated door-knock activations, touch and feel engagements, and product benefit and pre-purchase counseling to give an experiential brand exposure to the targeted groups. This not only generated buzz but also increased test drive requests significantly.
2. Guerrilla Marketing
Guerrilla marketing involves unconventional and often surprising tactics to promote a product. Ascent Brand Communications executed a promotional BTL marketing campaign for adoption of a beer brand – STOK across 3 cities in MP through an innovative approach of tasting at the locations. The unexpected testing strategy coupled with engagement activities like games and distribution of freebies attracted attention and created a memorable experience associated with the brand. The sampling event saw a significant increase in trial purchase and sales growth demonstrating the power of BTL Marketing by Ascent Group India
3. Van Activation Campaigns
Reaching out to rural audiences requires a different approach. Ascent Group has extensive experience in rural marketing, conducting van campaigns that travel to various villages, showcasing products, and engaging with local communities. As the vans are equipped with audio-visual equipments the campaigns often include live demonstrations and interactive activities that resonate with rural consumers.
Take the case of Orient Paper’s BTL Campaign: We employed a ground-level, hyper-local approach by utilizing a branded van to travel to various villages, facilitating direct interactions with farmers at common gathering places such as choupals, markets, and fields. The strategy included distributing leaflets and providing one-on-one explanations of the benefits of eucalyptus cultivation. Moreover, the campaign vans were designed with eye-catching visuals and messaging that highlight the advantages of eucalyptus plantations, ensuring that the information is both accessible and engaging for the target audience.
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Rural Retail Visibility
Another aspect of BTL engagement is enhancing brand presence through strategic placement and display of products in rural retail outlets along with branding at customer touch points. As rural customer touch points are crucial for ensuring the success of BTL campaigns and measuring its effectiveness, branding those go a long way in continuous engagement and sales growth.
One of our premier clients, Savannah Seeds aimed to boost retail visibility in Punjab and Haryana, key markets for rice cultivation, through the “Har Ekar Le Jada Paidawar” branding campaign designed to encourage higher production per acre. The campaign involved creating an eye-catching Arch Gate at the entrance of 200 retail outlets selling Savannah seeds, enhancing brand awareness and higher engagement, post the BTL campaign which ran concurrently. The design emphasized the campaign’s unique selling proposition (USP) and highlighted key products to attract farmers and drive sales, ultimately benefiting both retailers and consumers alike.
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Rural Farmers Meet
As part of the BTL campaigns, Ascent Brand Communications team arrange farmer’s meet at the targeted locations to communicate the marketing schemes properly to a large audience, get their involvement and buy-in since rural communities work and take decisions as a group. In fact, involving communities in the dissemination and acceptance of any marketing communication makes the campaigns more effective. This is the power of BTL marketing by Ascent Brand India, an innovative rural advertising powerhouse.
Success Stories Of Ascent Group India in BTL Marketing
Let’s look at some success stories that highlight the success and effectiveness of our BTL marketing capabilities:
Malav Seeds Campaign
The Malav Seeds Campaign by Ascent Brand Communication harnesses the power of below-the-line (BTL) marketing through innovative on-ground activations and engagement initiatives. By utilizing vans for outreach, the campaign effectively interacted with farmers via engaging games and informative educational sessions, promoting knowledge-sharing within the agricultural community. The distribution of freebies, such as branded bags not only enhanced brand visibility, but also fosters a positive connection with the target audience.
Additionally, data collection is streamlined through missed call numbers, paving the way for future communication and engagement. Poster communication activity further reinforced brand messaging and product information, along with brand recall, thus ensuring that the campaign left a lasting impression on its audience. Through these diverse strategies, the Malav Seeds Campaign exemplified the impactful potential of BTL marketing in building brand relationships and driving engagement.
Savannah Seeds Pvt Ltd
For Savannah Seeds, Ascent Group executed an integrated BTL campaign that involved on-ground activations and digital integrations with the potential audience segment. This multi-channel, multi-pronged approach resulted in increased brand awareness and higher sales, demonstrating the power of a well-planned BTL strategy.
In the case of the recent Savannah “Har Ekar Le Jayada Paidawar” Campaign, we executed the following aspects:
- Social media buzz generation combined with on-ground BTL activities.
- Promotion van movement in villages with engagement through games and gift distribution.
- Integration of social media creatives featuring real images from BTL campaign.
- Gamification activities like bugle-blowing competitions measured by an audio meter.
- Distribution of booking links on social media to create a sense of urgency
In all these activities, Ascent Brand Communication emphasized specific strategies such as direct farmer engagement, use of vernacular language for better resonance, gamification to increase engagement, and effectively leveraging social media for integrated communication.
How to Get Started with BTL Marketing
Similar to some of the BTL success stories listed above, If you’re planning to initiate a BTL campaign to engage effectively with rural consumers, and to elevate your brand with innovative BTL campaigns, here are some steps we have listed get started:
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- Identify Your Target Audience: Understand who you want to reach and tailor your campaigns to their preferences and behaviors.
- Set Clear Objectives: Define what you want to achieve with your BTL campaigns, whether it’s brand awareness, lead generation, or sales.
- Decide on the Campaign Mnemonics: A campaign slogan provides direction and a sense of purpose. Properly conceived, it has the potential to energize the entire ground team and build audience connect fast.
- Choose the Right Tactics: Select BTL tactics that align with your objectives and resonate with your audience. This could include experiential marketing, guerrilla marketing, or rural outreach.
- Measure and Optimize: Track the performance of your campaigns and make necessary adjustments to improve results. Use tools like surveys, feedback forms, and sales data to gauge success.
Conclusion: Elevate Your Brand with Ascent Group India
BTL marketing by Ascent Group India can transform the way you engage with your audience. With innovative campaign ideas and a strategic approach, Ascent Group has a proven track record of helping brands achieve their marketing goals. Ready to take your brand to new heights? Start exploring the power of BTL marketing today!
If you have any questions or need further assistance, feel free to contact Ascent Group India at info@ascentgroupindia.com or visit our website.
