Transcript what is btl marketing?

INTRODUCTION TO DIRECT MARKETING
SOME MARKETING JARGON
WHAT IS BTL MARKETING?
The characteristics of Direct but more commonly referred to as below-theline marketing activities are also the advantages:
• Below-the-line marketing activities generally refer to those marketing
practices which use such measures for promotion of products and services
that do not involve use of mass media.
• Other definitions describe below-the-line marketing activities as those that
are based on direct and often personal communication to the target
audience.
WHAT IS BTL MARKETING?...
Below-the-line advertising can involve the use of any form of non-mass media
promotions including sales promotions (e.g. premiums, price reductions,
displays, and related point-of-sale activity), direct marketing, public relations
activity, sponsorship, etc.
Below-the-line marketing activities are often used to encounter a less cluttered
communications environment to communicate directly with the target
audience.
ENOUGH WITH THE ACADEMIA
WHAT BTL MARKETING REALLY IS
The current ATL
Model as defined by
modern marketing
focuses on REACH;
100% of marketing is
committed to 100%
of the market.
The BTL Model hasn’t
changed. It focuses on
INFLUENCE; 100% of
marketing is
committed to 10% of
the market.
REMEMBER THIS LINE?
IT’S NO MORE!
ACTUALLY, MARKETING IS DEAD!
LIKE, SERIOUSLY, MARKETING IS DEAD!
You know the ‘old’ concept of
marketing is in big trouble when the
world’s biggest advertiser drops the
title ‘marketing’!
Marketing is dead! Long live brand
building!
WTF IS GOING ON HERE?!
• The world has changed
• The consumer has changed
• Marketing hasn’t
THE CONSUMER IS LESS INFLUENCED BY ADS
Source: Mobile
Youth Report
2012
• Consumers (youth) no longer wake up thinking of your brand
• Only 34% trust ads
• While 65% buy based on Word of Mouth
ATL MARKETING IS LOSING INFLUENCE…FAST
QUICK & EASY ACCESS TO INFORMATION MEANS…
HOW DID THIS ALL HAPPEN?
THE TELEPHONE LINES GOT BROKEN
ACCESS TO EACH OTHER EXPLODED
The “narrative” was controlled from one central source to many
individuals. Now that the telephone lines are broken (or wireless), the
narrative is in the hands of these individuals
WoM IS NOW ON STERIODS
INFORMATION IS POWER, POWER TO THE PEOPLE
Technology has empowered individuals with the mass reach & instant
access to infinite information. The narrative can no longer be controlled
from a limited source; it belongs to everyone
THIS INSTANT INFO ACCESS IS LETHAL
Extinct
Might soon be
IS THERE REALLY ANY HOPE?
WHAT BTL MARKETING REALLY IS
The current ATL
Model as defined by
modern marketing
focuses on REACH;
100% of marketing is
committed to 100%
of the market.
The BTL Model hasn’t
changed. It focuses on
INFLUENCE; 100% of
marketing is
committed to 10% of
the market.
Ease of access to each other, and information has flipped the
marketing model! Winning consumers is now becoming
more about INFLUENCE & less about REACH
SO, LET’S REDEFINE BTL
The game is now about
influencing individuals to
influence others.
Winning the game is
about how consumer
experiences with
brands are delivered
THAT’S BTL MARKETING
TOLD YOU MARKETING IS DEAD
You know the ‘old’ concept of
marketing is in big trouble when the
world’s biggest advertiser drops the
title ‘marketing’!
Marketing is dead! Long live brand
building!
HOW DO YOU BUILD EFFECTIVE BRAND EXPERIENCES?
ALWAYS REMEMBER; WE ARE SOCIAL BEINGS
The two most basic social needs are:
1. The need to belong
2. The need to feel significant
• These 2 needs influence how we interact with each other & ultimately
are the reasons why we find comfort in groups
• How else can one belong or feel significant without a group of other
individuals to reinforce these feeling?
SOCIAL INTERACTION DEFINES OUR WORLD
EXPERIENCE
SUCCESSFUL BRANDS ARE SOCIAL TOOLS
Significance
Social Tool
If we are social beings, then
products should be social tools.
The purpose of BTL then is to
effectively demonstrate how
these products can be social
tools to consumers
Commodity
Belonging
MOBILE PHONES ARE SOCIAL TOOLS
MAKING YOUR BRAND A SOCIAL TOOL
REMEMBER THIS SLIDE?
The current ATL
Model as defined by
modern marketing
focuses on REACH;
100% of marketing is
committed to 100%
of the market.
The BTL Model hasn’t
changed. It focuses on
INFLUENCE; 100% of
marketing is
committed to 10% of
the market.
INFLUENCE IS THE NEW MARKETING CURRENCY
Source: Mobile
Youth Report
2012
• Only 34% of consumers trust ads…
• While 65% buy based on Word of Mouth
• Remember, WoM is now on steroids!
4 STEPS ON HOW TO TAP INTO INFLUENCE
• In the BTL Marketing context, INFLUENCE is most effective when
you;
1.
2.
3.
4.
identify consumers who LOVE your brand
give them intimate & exclusive experience with your brand
demonstrate how they can use your brand as a social tool
connect with them to recruit for you the masses
In essence; CONVERT YOUR CONSUMERS INTO FANS
FANS + BRAND LOVE = NEW MARKETING CURRENCY
FANS WHO LOVE YOU ARE SELF-MOTIVATED
WHAT IS BRAND LOVE?
ULTIMATE SHOW OF LOVE
BELOW THE LINE MARKETING
THE CONSUMER IS THE BRAND
REMEMBER THIS…
WHO IS DOING IT RIGHT?