BTL Baatein: Sidharth Ghosh, pSLIVE,…. Powered by VISCOMM

11 Sep,2015

BTL is not a cost-effective solution for a brand always and at times the cost per contact is a bit higher. But it surely provides more scope for customisation/ innovation and ensures reach and optimum visibility.

 

Sidharth Ghosh, a management graduate in marketing from MET, has over 15 years of experience in the functions of Experiential Marketing and also has keen interest in PR,  Branded Entertainment as well as Sports Marketing. He has played an important role in creating Planman Life, the events division at Planman Consulting. He established the branded entertainment and PR arm at Carat Fresh Integrated, now psLive. In this edition of BTL Baatein, Sidharth Ghosh, Vice President, pSLIVE of the Dentsu Aegis Network, speaks on how BTL compares with ATL and why.

 

What is the importance of BTL in the world of advertising and promotions?

BTL is an important aspect for any brand’s promotional campaign. BTL spends in India is growing and is an integral part of the advertising Industry. It involves promotional techniques which aim to reach consumers more directly and in an extremely controlled environment.

 

What would you say is that the importance marketers given to BTL activity in their overall marketing plan?

BTL platform gives marketers the opportunity to customize their messaging in a more personal manner. They also provide marketers valuable insights into their return on investment.

 

Are there certain types of marketers who have a greater affinity for BTL? (eg FMCG, durables, auto, etc)

It depends on the category and the product lifecycle. FMCG has a greater affinity for BTL compared to others but other categories are catching up fast. Luxury goods focus more on word of mouth and direct selling.

 

Auto sector too is quite active in the BTL domain – be it new car launches or promotions. Increasingly, be it lifestyle, retail or education, more and more categories are using BTL to influence their TG.

 

Typically what is the break-up of spends….ATL v/s BTL?

Marketers are using BTL advertising and allocating increased budgets toward this segment to reach out to their consumers. Earlier the trend tallied around the 20:80 ratio for BTL and ATL but now the market dynamics are changing. There are brands that primarily focus on BTL for new brand launches whereas for others the mix could be 40:60. It purely depends on the marketing objective.

 

Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion for your clients?

We at psLive aim to re-define the way brands are built through engaging experiences. We are a new age experiential agency and undertake both urban and rural activation as part of our activation business.

 

For urban markets, we do product launches, lifestyle events, roadshows, mall promotions, trade engagement programmes, school/college contact programmes etc whereas for rural activation we undertake haat and mela activation, road shows, rural engagement activities etc. We have also started a specialised exhibition arm.

 

In terms of generating results esp from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?

BTL has a more ROI-based approach and a lot of our brands have successfully achieved their desired marketing objective. Both the avenues surely complement each other.

 

There are many organisations who often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

Brands are now looking at more innovative and non-traditional way for launches and BTL provides the platform. In fact sports and entertainment are also emerging mediums for brand activation.

 

BTL is not a cost-effective solution for a brand always and at times the cost per contact is a bit higher. But it surely provides more scope for customisation/ innovation and ensures reach and optimum visibility. Considering the current trend, BTL is only going to gain more momentum and the market will see interesting innovations.

 

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