BTL Baatein with Nishank Joshi, Nexus Malls… Powered by VISCOMM

05 May,2017

With over a decade of experience working in retail and mall marketing, Nishank Joshi, Chief Marketing Officer, Nexus Malls, has launched seven malls across India and relaunched three others across India. Joshi joined Nexus Malls from K Raheja Corp where he spent close to seven years in two stints. A digital media maverick and communications pro, he leads the Marketing function of the company. In this edition of BTL Baatein, powered by VISCOMM, Nishank Joshi speaks on how BTL is an important marketing activity and revenue-earner for malls

 

How important is BTL in your industry? We’ve heard of traditional advertising, outdoor and inserts in newspapers… but BTL too?

BTL has formed the very essence for mall promotions and advertising. Given the need to create throbbing and lively environments, there is no better way to make use of the real estate that malls have  – their spaces themselves. Interestingly, malls are great spaces for BTL activities too. So, BTL not only is a great way for promoting our brand and get in footfalls but also to generate revenue from brands across the year.

 

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

It’s an evolving science. Traditionally malls have stuck to events that revolve around kids & women.However today, there are a plethora of activations that we create. From community events for people in the catchment, to Live concerts and stand up comedies to pure play installations. We are pushing boundaries when it comes to ideas and innovations within malls.

 

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

Not considering fixed costs like retainers and licenses, BTL in our malls constitute 60% of our marketing plan. Which means; most of our eggs are in the BTL basket.

 

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?

Just a month and it is a very entertaining mix thus far already. We started off the launch campaign with the hugely successful unplugged musical concert featuring Jonita and Papon. At around the same time we debuted with a first in Navi Mumbai – an Augmented Reality experience where people can come face to face with the wildlife in the Arctic. An awesome experience where people can interact with digital creatures and take pictures and videos of the experience too via a snapshare option. The pictures show the frenzy it has created! Seawoods Grand Central Mall has been positioned as the most fashionable mall in the city, and for that we have created 4 fashion islands representing the most fashionable destinations in the world – New York, Milan, Paris and London. The central installation is a 40 ft fashion maze where visitors can browse through a visual display of fashion trends across the last few decades before they reach the central portion which has an ethereal wedding gown that lights up every time someone steps in. Next up is our summer event that will show case fun activities across continents. It has been a magnificent summer at Seawoods Grand Central Mall alright.

 

What is/will be the ratio of ATL to BTL in your promotional plans? Also, will this ratio change after the launch phase of a mall or a certain activity?

It is 60:40 today in favour of BTL. This will change to 40:30:30, the last 30% being dedicated to digital ideas and activities.

 

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

While we have an agency on retainer for creative duties, our BTL activations are always awarded on pitches. This becomes necessary as BTL agencies have different skill sets and so every new occasion calls for a new idea and that may need a different agency each time.

 

In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL in the retail space?

I would think they complement each other. BTL activation help in engaging consumers at the mall and help build a frenzy that results in shopping, but ATL is what drives them in by telling them what’s happening. So, both are equally important.

 

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?

Apart from the usual footfalls and sales we measure customer and retailer satisfaction levels during the initiatives via live surveys. A lotof initiatives require audience participation… so participation numbers, and profile of the people engaged based on age, location of residence, drive time from mall also help in deciding what is needed.

 

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?

Oh, BTL is on the rise, no question about that. Trends definitely show that BTL and Digital are slowly replacing ATL in company budgets. The latest mobile brands are testimony to this shift.

 

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