I Love The Experience "Below"!

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I so wanted to write a blog on this one but before I start, I want to say that I love the field of work I am into and that doesn’t imply I am happy with my job. This article talks about my understanding of marketing and why I want to stick to it all my life.

ROI implying “Return of Investment” & CPC implying “Cost Per Contact” are two most important defining factors in any marketing plan. A brand’s marketing campaign might do a lot of jazz, people might appreciate its visibility and it may win a lot of awards but in the end if the product is not selling than shove the marketing campaign up brand manager’s ass. Negligible sales imply completely fucked ROI for the campaign. A little more sale with a lot of marketing investment implies indigestible CPC. Making the consumer feel good is important but if he/she doesn’t try your brand, then it’s like having a girlfriend who just looks gorgeous but is absolutely worthless in bed. 

Working for a FMCG brand it’s brought to the epicenter that any marketing campaign should be mostly focused around the POP (Point of Purchase) or at a point that will give brand experience. This will at least induce product trials in comparison to having different forms of advertising that will initially grab a lot of attention but there is no brand recall once the consumer reaches home or POP. 

I might be wrong when I say that you should have your entire marketing only on ground because the thought of identifying a perfect target location takes birth from the objective. If you just want people to know about your brand then do it anywhere, people will surely notice it. But I’m sure that for a brand to break even in the shortest time possible your primary objective cannot be awareness it has to be sales, if not supply shortage.

Let’s take Vodafone for example; the biggest visibility idea - “Paint The City Red” or “Make The Pug The Mascot Of The City”! But then what? When I think of buying a new mobile phone connection, Vodafone will just be an option because I have seen it everywhere. It will not be a priority. The curiosity levels for the brand can be achieved by both though “Above The Line” - ATL & “Below The Line” - BTL marketing. But ATL marketing cannot assure ROI & CPC. It can only be done through “Below The Line”.

If that’s going a bouncer, let me put it this way ATL touches millions in one go but BTL touches in a much more personalized. BTL it assures longevity of brand recall in the minds of the consumer. When going to buy the product a BTL brings the brand in front of the consumer if he/she has forgotten the award winning advertisement.

At the POP, BTL activation enhances the curiosity and takes it to a good level of inducing sales. As the marketing Gurus say that maximum product buying decisions happen at the POP.

Ok let’s take another example….this one’s a liitle different and talks about how POP enable big brands to interact personally with people. This one’s my favorite brand “Apple”. (Following text is from an article Posted by Richard Ziade on June 13, 2007, 10:32PM)

People are scratching their heads wondering why the Apple retail stores are so successful. Gateway tried it years ago and their stores are all gone now. Dell is trying to sell through retail as well…through Walmart. Somehow, I don’t think finding Dell laptops across the aisle from 60 lb. bags of fertilizer will amount to the same shopping experience. Above all else, Apple stores are designed to allow you to touch, play with and interact with every one of their products. You’re implicitly invited to approach an iPod or Macbook and just play with it. This evinces a confidence in the ease of use of their products, and more importantly, a confidence in you.

So, Ladies & Gentleman! What I am trying to put across is that human life is all about experiences that touch all your senses. A BTL focused marketing campaign is always focused around touching the senses and giving a personalized experience. When I see Colgate getting up, close & personal to me at a place where I have gone to buy toothpaste, there is no doubt that Colgate will not take much time to climb up the ladder of my priority of the toothpaste.

In the end advertising will make the brand look good but activations bring out the real beauty. It removes replaces trial fears with experience.

The time has come when every brand is trying to bring in the maximum products possible to cater to every personality possible. This has made brand approach towards the consumer more specific and BTL solves that purpose in contrast to advertising which is for everybody and anybody

BTL is the future of marketing. I want to be a part of the future.

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