BTL Baatein with Sandeep Jajoo, Hathway Digital… Powered by VISCOMM

12 Apr,2017

Hathway Digital is among the early players in cable broadcast and digital, and it has been a pioneer in deploying marketing strategies that can help grow its network. In this edition of BTL Baatein, powered by VISCOMM, we speak with Sandeep Jajoo, VP Product & Marketing atHathway Digital.


How important is BTL in your industry? While Hathway has been an early way in the business, the competition is tough. Is there any special strategy that you have adopted in your domain?

Being a B2B industry, BTL is essential as we need to connect with our customers through the Local Cable Operators (LCO). In a business like ours, the LCOs are our medium to communicate with the customerto engage effectively with him. Any BTL activity undertaken by us is to strengthen the relationship with our customers and with our LCOs. BTL activities allow our customers to experience the product first hand and provide us great insights for the future.


Are there certain types of vehicles that you prefer to employ BTL promotions in this category?

We select our medium of vehicles judiciously according to the target audience and the objective of campaign which we want to run. The mix is customized each and every time to suit the need of the hour.There can be a variety of BTL ideas which can be deployed to suit the requirement.

BTL ideas can be direct activity for customer engagement OR Any tie-up OR Cross promotions with relevant stakeholder from the industry for mutual benefits.

We regularly do cross promotion with major broadcasters to promote their newly launch programmes and/or reality shows through various on ground activations. We have recently participated in rural road shows in Maharashtra along with broadcaster to promote their newly launch program which benefitted us to engage & motivate our LCOs.


Specifically, how important is BTL to the overall marketing plan at Hathway?

While we mostly prefer BTL to suit our business nature, ATL along with BTL can have larger impact in market and may sustain for longer period. Since our offerings can vary across the country, we feel that BTL can provide us better scopefor customization according to the TG giving us better mileage than ATL over a shorter term. BTL helps in establishing first-hand experience with our consumers thereby ensuring positive sales for our offerings especially in Value Added Services segment like Hathway Special which we recently launched to match DTH offering.


Can you also specify the range of activities that you are undertaking and propose to undertake as part of the below-the-line advertising and promotion?

While we do conventional BTL activities like POS material, society demo’s, participation in ground events and industry level events, sponsorships of entertainment event, direct customer visits for our direct customers, we always look forward to associate our self with various BTL activities in industry. In recent past, we associated with one of the leading production house during the prelaunch promotions of their new movie release which gave us immense brand visibility.

We also rely on our digital platforms heavily for our local channel partners.We feel use of technology brings speed and cost effectiveness in marketing.


What is/will be the ratio of ATL to BTL in your promotional plans?

We use ATL & BTL mix according to the objective we want to achieve.  While our preference is always BTL due to cost effectiveness for tactical communication, we also use ATL for our strategic communication.  We balance both depending on the campaign objective.


Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

We are open to using a dedicated BTL agency or our internal sales teams depending on the activation.  It depends on how big or small the campaign is. The end objective is to maximize efficiency and output of any BTL activity. Currently, we have appointed dedicated BTL agency to push our HD sale in Maharashtra.


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

ATL helps in reaching out to a larger customer group than BTL and majorly works for long term strategic objective. BTL effectively works for smaller customer group keeping in mind for short term tactical objectives. However, BTL coupled with ATL always produces good results.


While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

Of Course, sales is the final indicator of any BTL or ATL campaign but customer engagement & experience and top of mind recall are few parameters which add value to the final outcome. BTL also helps in creating a positive disposition with our consumers who can take an informed decision.


There are many organisations that 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?

While BTL is good to address the short term tactical goal, it always works better to have a healthy mix of both. However, there have been times when BTL is preferred over ATL because the consumer can experience the product and give immediate feedback which can be used effectively.


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