The importance of Below the Line (BTL) activities in any rural marketing effort can never be underestimated. The need for focused communication aimed at specific target audiences, with varying traditions, cultures, languages and dialects.The traditional belief is that mass media does not reach everyone in rural India. Today, the rural market is a vast area with around 895 million people in over 664,000 villages. It is estimated that this population will increase by 1.7% by 2022. All BTL activities are aimed at generating word of mouth publicity for the product or service being promoted among the target audience, in a specific geographical location using specially developed communication packages. I would include any non-media activity or roadshow which takes the route of either one on one or group communication using different delivery mechanisms. For expensive consumer durables or services, where promotional efforts have to build in the ‘touch & feel’ or demonstration aspects,...

It doesn’t matter if you run a small local shop or a big national company. Social media is more than just a trend. It is an essential piece of your business marketing strategy. But by itself, social media is not enough to drive business growth. Social platforms can help you connect with your customers, increase awareness about your brand, and boost your leads and sales. But you need to start with an always on mindset and a solid content marketing strategy. Here are six things you can try out yourself to realise that social media is a wise business move. 1. Get Attention and Build Awareness If people don’t know about your business, they can’t become your customers. Social media boosts your visibility among potential customers, letting you reach a wide audience by using a large amount of time and effort. And it’s free to create a business profile on all the major...

Brands are like people with their stories, histories, and (customer) relationships. These relationships stand on the bedrock of experiences that a customer has with a brand. Positive relationships with customers are a cornerstone for retail success in the post-covid world. Thus, it is a modern mandate that retailers must make all the touchpoints conducive to build a more profitable relationship with their target customers. One way to achieve this is by organizing BTL events & activations in the target markets and amongst the target audience to maximize brand awareness.   As the markets open gradually and live events are restored, experiential marketing is primed to return to the spotlight. Many old and new avenues have opened for retailers looking to connect and engage with self-isolating customers, from in-store activations to festivals and brand events in local markets. And after a year of online shopping and zoom fatigues, customers are now looking for...

Branding is equally important for both small and large businesses. Many business owners perceive branding as just a logo and therefore believe it is not an essential component for their marketing success. Little do they realize that many successful brands have effective branding, as branding provides businesses with numerous benefits such as having a strong identity, personality and a point of difference, which are crucial factors to help you stand out from the crowd. With millions, if not billions, of businesses trying to make a name for themselves, having a strong brand has become crucial for businesses to differentiate themselves from their competitors.   Focus on building brand identity, not just name recognition.  Of course, you want prospects to remember who you are. But most importantly, you need them to understand what you can do for them. So keep all your communications focused on making those benefits tangible for your customers. Creatively, your advertising...

Marketing being a diversified sector coherently demands various activities that help you achieve the desired goals. As time changes, people find new ways of dealing with the problems, so is with the marketing trends and strategies. Gone are the ways when only traditional marketing activities were responsible for generating leads.   BTL activities include direct mail campaigns, brand promotions activities, trade shows, catalogues, brand promotions, activities, telemarketing, free sampling, exhibitions and targeted search engine marketing. BTL activities are more interactive and allow brands and consumers to connect on a personal level. BTL activities are using out-of-the-box activities to attract and engage more people to a brand.   Advantages of investing in BTL activities:   Creates Brand Awareness: BTL activities help marketers to spread awareness about the brand. It helps people to connect with the brand and explain the benefits offered by the brand through various creative ways. BTL activations help in attracting more customers while...

Guerilla marketing is a way to drive publicity and, as a result, brand awareness by promoting using unconventional methods designed to evoke surprise, wonder, or shock.   Why Guerrilla Marketing Makes So Much Sense now? 2021 has made us more aware of our environment. Life has slowed down. Almost decelerated. Marketing budgets are lower than ever.  This is exactly why, now is the perfect time to let the guerrilla out. As for guerrilla Marketing, it is simple to appreciate, easy to execute and inexpensive.   Guerrilla marketing is aimed towards existing customers in order to increase their engagement with the product or service. They are easier to recognize and will more likely share the experience with their friends. In order for guerrilla marketing to be successful, it must be extremely unique, because these campaigns can easily go viral and boost your brand.   Components for Guerilla Marketing Campaign Guerilla marketing campaigns are considerably cost-effective and unquestionably a unique...

Experiential marketing is a surefire way to build brand awareness and brand affinity, boost brand recognition, attract new customers, and have current customers come back for more. It is the perfect catalyst for word-of-mouth since people love sharing their positive customer experiences.It is defined as live events where audiences interact with products or brand face-to-face. Experiential marketing works. In addition to helping brands differentiate themselves in a crowded market, experiential marketing is a marketing tactic which aligns precisely with what consumers today desire: experiences. Data has revealed that consumers are 4x more likely to invest in experiences and that the value attributed to an ‘experience purchase’ increases over time. Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", or "special events" is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Engagement...

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses emails to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships and keeping customers engaged between purchases through different types of marketing emails.    Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it could be considered a form of email marketing. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, and more.    The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a string of numbers and letters, but it...

Today’s generation is more active on Social Media than in the "Real World". People usually spend most of their days interacting with others online, be it regarding their work, or during their leisure time, the world has completely shifted to the online society. As a result, traditional marketing techniques which were used earlier are slowly taking a back seat. Businesses need to cope up with this situation, brainstorm new ideas and are required to come up with new innovative techniques to market their services online. This has given birth to one of the most popular forms of new age marketing i.e. Social Media Marketing.  Social media has changed the way we function as a society, including the way we connect with one another. As soon as platforms like Facebook, Twitter, and Instagram took off, businesses also took notice. They began to use these sites to further their interests through social media...

How Video Marketing works?  If a photo’s worth a thousand words, then how much more valuable should a video be? Video marketing refers to the use of video to market or promote your brand or offering on digital channels. In simple terms, when you use video to market your brand, product or service, engage on social media channels, educate your target audience or customers, and interact with them, you’re said to be using video marketing. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events and deliver viral content.  Video marketing: The Numbers  76% of the businesses which use video marketing believe that it results in good ROI.  93% of businesses believe that it increases user understanding of their product or service.  72% of businesses believe that it has improved the conversion rate of their website. ● Email subject lines that include the...