What i always believe “ marketing is soul of any business “ . Soul never dies body does , there are many business is no more in the market but still we remember their services, brand & a strong presence in our mind. This article will focus on low budget marketing, yet effective .Every business or brand deserves marketing service whether bigger or smaller
Let’s talk about marketing which has not spoken much – well, I am talking about BTL Marketing which fits every pocket & quite effective in terms of hyperlocal marketing.
BTL marketing “ karte sab koi par dikhata koi nai ( everyone does it but no one proudly talk about it )”
We divide BTL activity in 3 major channel – Residential society, IT Park & Mall
Residential Society – if your product/service targets family kids or women care then RWA is a perfect marketing channel to focus on . Branding can be done in the form of Poster at all notice board , Banner at club house & emailer to all residence which you can do in just Rs 2500 per residential society . An activation at club house would cost you somewhere between Rs 10,000 to Rs 13,000 per society.
Pros – In very small budget you could reach your target customer, you may not get enough no of leads but you will definitely get genuine leads. Your target customer will have enough time to check out your product/service.
Cons – Duration of Branding is just 1 week & in the weekend very tough to bring your customer down to engage with your brand until your activation is really unique & interesting
Cases – Brand who trusted RWA activity Fortis hospital , Helpr ,portea ,Playablo ,Edusports etc
IT park – Product/services usually target IT professional, tech-savvy customer choosing It park as your marketing channel wont make you regret. Branding here can be done in form of Standee, Digital board, cafeteria Branding etc commercial starts at just Rs 15000 / IT park / Month.An activation at food court would cost you from Rs 13,000 to Rs 45000 per day .
Pros – Reaching out a customer base of 2000 to 5000 in one day easily can be done with this marketing channel.
Cons – Your target customer here comes with the mindset to do their usual work not to check out Brands so key of success here in creative activation which would focus more on brand engagement activity. Successful conversion depends on a good follow up post activity
Cases – Brands who used our IT park service ZIpgo, Meredes , Concord motors , BSCPL ,Shriram properties etc
BrandMitra – An unique concept developed by “ BrandLand Advertising Pvt ltd “ where a group of brands comes together from various industry to do a promotion at a defined IT park on a specific date organized by Brand Land.
Pros – You save 30 % of the cost in promotion as compared to stand alone activation in other hand you also get higher no of leads. You don’t have to spend extra for kiosk pre-promotion & so on .
Cons – Its all about a marketer choice whether he want standalone activation or a Brandmitra kind of campaign.
Cases – Brands who believed on Brandmitra Jigsaw,HSBC, Sharekhan , IDP , Nexa , Mercedes , KTM ,Sowpornika , Shriram properties, ICON Homz etc
Mall – Well this one is quite known with marketer, kind of a traditional marketing channel which has been explored many times in different form . Branding here has lot of options but usually a bit higher cost than above 2 marketing channel . The only branding which would come within 15k is a standee for month / a small drop down – commercial for branding per month ranges Rs 15,000 to Rs 2 lakh based on kind of branding. Activation here would range between Rs 25,000 to Rs 1,50,000 per weekend. Usually, automobile launch / FMCG / real estate explore this marketing channel often.
Pros – capturing the shopping mood with brand engagement is an added advantage, you can expect brand visibility of more than 5k to 10 k with lead generation of 200 to 300 per weekend
Corns – Price of activation here is higher than other usual BTL marketing channel
Cases – Zefo , Mahindra car , Royal Enfield, Chennai silk etc
Note – Branding – one-way communication in the form of marketing collateral
Brand Activation – 2-way communication on ground activity where a Brand representative directly talks to the target customer .usually the activity done with help of kiosk
Other Widely used BTL promotion under budget of Rs 20,000 – Roadshows , Lookwalker , display canter etc
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