BTL( Below The Line Communication) is the intensive penetration strategy used for catering to a specific niche. It is opted by the companies for many reasons but out of them the first and the most important is brand recall via personal engagement. The basic purpose of doing BTL is creating a personalized touch and feel of the products. The customer attention is grabbed for a prolonged time and in the meantime you help them understand the specification about the product and this is how you spread awareness at a minimum cost. BTL plus point is that it is highly measurable. In a radio industry the money spent by them on Street Level Marketing is measured by comparing it with how many cumes have increased (Cumes here refer to the no of listeners who tune in to any particular radio station). BTL is the key to consumer ethnocentrism, it helps in resolving the problem of demographic segmentation.
BIG FM doing road shows
Pepsi organizing and sponsoring events of various colleges.
MTS sponsoring the whole college fest paying worth 12 lakhs
Brands like Toyota and Ford doing on ground activation for their new models like ETIOS and FIESTA
Make My Trip going for BTL Communication at Select City Walk.
Zapak sponsoring Gaming events, also comes under BTL Communication
This is a research conducted by me to prove that BTL Communication has a superior consumer connect: -
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