For
incr increa easi sing ng the the mark market et shar sharee and and main maintai tainin ning g brand brand conn connec ectt with with desired T.G (target group), marketing communication strategy of executing BTL services is very helpful in influencing buying tendency of consumer/influencer group.
Beloww-th thee-Li Line ne Belo
(BTL (BTL)) Marke Marketin ting g and and Brand Brand Activ Activati ation on are are two two such such mar marketi eting me meth thod odol olog ogie ies, s, which hich have ave a subs substa tant ntiial weig eight-a ht-ag ge in marketing and sales initiatives taken by the company to improve sales and garner market share.
As
decided during the meeting, BTL Marketing will be done in the following three regions: 1. Delhi/NCR 2. Haryana 3. Rajasthan
Phase
1 - Strategy Planning
Phase
2 - Creative Designing
Phase
3 - Strategy Implementation (Rolling out of the campaign)
Our
creative and marketing teams will conceptualize, strategize and plan activities to become an exciting and vibrant experience, which will consequently help your business flourish. This includes: 1. Theme ideation 2. Campaign visualization 3.Giving an appropriate name to the campaign to connect with our target group. For instance we can refer to this campaign as ³Experience Surya´. 4. Pre- launch planning 5. Planning and allocating time frame 6. Planning manpower requirement for smooth execution 7. Geographical planning
Objectives of the campaign: a) Establish Suya as a brand in TMT bars within the trade community. b) Announce Surya TMT as a quality product. c) Create clear brand positioning of Surya TMT. d) Create awareness about the product and its features. e) Inform the trade community regarding the advantages of working with Surya TMT.
1.Dealers across Rajasthan, Haryana, Delhi NCR² 40% leverage 2. Architects in Jaipur and Delhi NCR --10% 3. Builders²5% 4. Masons²10% 5. Retail Consumer-20% 6. Institutional Buyers-15%
Moving the brand/sales objectives from a visual strategy to an implementable creative transition. We set the designing process in place by first understanding the product, analyzing the target group and keeping branding and marketing objectives in mind. This includes designing of: POP material Kiosks, sign, Banner and flex Pre-invitation mailers Stall backdrop design Event collateral design AV presentation Post-event mailers Gift ideas CD covers T-Shirts, caps etc Visual merchandising
This phase will incorporate the actual initiation of Experience Surya and execution of the plans and strategy conceived in the first phase with the help of the following marketing communication methodologies.
1. Activation 2. Trade Marketing 3. Direct Marketing 4. OOH to extend the communication 5. BTL Marketing-Integrated Marketing Campaign
Branding is much more than advertising, merely offering supreme product features on a functional or emotional level is not sufficient as the consumer is educated and well aware now. Brand activation under BTL marketing offers focused audience branding at low cost. Activation plays an important role if a product is new or has been dormant in a particular segment of target group or region. We will be using the following tools for ³Experience Surya´: Road show Dealer/retailer activation programs Mason activation programs Architect activation programs
As
the product is fairly new, the strategy behind using a van for publicity is to create brand awareness.
The
van will go around steel and iron markets in the main cities of the three states mentioned above.
We
will narrow down the number of cities which will be covered by the van state-wise. Based on the geographical area, we will draw a road map for the van and allocate number of days required for the campaign.
A
professional emcee (presenter) will also be hired. We will provide him a speech, which he will use to grab the attention of our target group and provide information about Surya as well. He will also try to engage with the target group by playing some impromptu games and contests. Items like diaries, pens, key chains etc will be used as gifts and prizes.
We
will hire a team of promoters, which will be responsible for carrying out the campaign.
We
will design the overall look of the van, which will include designing the flexes, banners, poster and stickers.
T-shirts We
and caps for the promoters will also be designed by us.
will distribute the following items during the promotion: 1. Leaflets 2. Key chains 3. Pens 4. Cds
Retailer/dealer
Meets: We will be involved in planning and strategizing the meets. This will include: 1. Preparing educational AV presentations. 2. Designing the whole look and feel of the meet. 3. Designing back drops, invitation mailers, gift items, tshirts, caps and event collateral design. 4.Preparing the speech and other communication material.
We
will allocate one consultant from our side, who will coordinate and arrange the meets with the help of a marketing person from your end.
Mason
Meets: The purpose of organizing mason meets is to educate masons regarding the quality and the technical advantages of the product along with the policies of the company and to give them an opportunity to engage with the employees of the company directly.
A r chitect
Meets: This can be done to strengthen our institutional sales and to educate the architect lobby across the three states.
Ajmer Alwar Barmer Bharatpur Bhilwara Bikaner Chittorgarh Churu Jaipur
Jaisalmer Jhunjhunu Jhodhpur Kota Nagaur Sikar Udaipur
Ambala Karnal Jind Sonepat Faridabad Gurgaon Bhiwani Hissar Sirsa
Peeragarhi (National Market) Rajouri Garden Hauj Khas Okhla Najafgarh Laxmi Nagar Pithampura Nangloi
Kotla Bhogal East Of Kailash (Garhi) Noida (Sector 9) Ghaziabad Gurgaon
This includes building demand at the middleman (wholesaler, distributor, dealer and retailer) level rather than the consumer level. To ensure that a retailer promotes your product against competitors', marketing of the product at middleman level is essential. Trade marketing might also include offering various tangible/intangible benefits to middleman for an increase in sales. Experience Surya will adapt the following tools: Shop branding (signage, board, certificate, P OP distribution, product showcasing)
Shop
branding is a very vital initiative to push sales as this is the only point of contact with the consumer.
The following items should be
1. Flex boards 2. Dealer certificates 3. Shop paint 4. Product display racks 5. All POP collateral 6. Standees POP collateral will include:
1. Posters 2. Banners 3. Spiral Diaries 4. Danglers 5. Banners
used for retail shop branding:
To take long term leverage on your brand position it becomes quite important that you opt for direct marketing communication tool through which you have an improved chance to connect with your T.G directly, which in turn influences their buying behavior. Direct marketing tools incorporate: Direct mail Telemarketing Email Marketing
This will include using the following OOH mediums for branding, artworks for which will be designed by us: Hoardings Kiosks Bus Panels Police Booth Gantry Wall Paint
It¶s a complete 360° degree communication approach which incorporates all the aforementioned services for better consequences. Integrated marketing campaigns use a more holistic approach than those using a single marketing medium. It¶s a more impactful, engaging and interesting medium and it is much more beneficial for realizing overall marketing objectives.
Using all the BTL methodologies mentioned above will render the following advantages: 1. Brand awareness. 2. Direct communication and engagement with the target group. 3. Creating a presence in the market. 4. Brand recall value. 5. Long term leverage in realizing our marketing goals. 6. Gradual boost in the sales.
Time
frame required for the whole project: 7 months.
First
month required for strategizing and planning the execution of the campaign.
We
will plan all the activities state-wise. 2 months can be allocated for each state and all the BTL and Activation tools will be used within that time frame.
Launch the OOH campaign Approach trading community Explain the USP of the product and brand to dealers Distribute POPs in respective market areas
Implement POS displays at retail outlet Conduct retailer/dealer meets Conduct mason meets Conduct AV shows Sent direct mailers to architects, builders, institutional buyers
