Below the line...
that is where all are turning too.......! but it is actually for whom??? MNCs, Large Scale Industries, SMEs or for just cottages...
It is somehow seems to me, the way by which MNCs are taking advantages, that generally SMEs or, Cottage industries enjoy...! Yes, it is "Direct Consumer Connect"...
When you are going through BTL, u are actually going below the hard line of Distributor, Dealer, Retailer; and reaching directly to the end consumer. MNCs do have their Marketing Budget. and a common phenomenon in that budget is that, the share of BTL is increasing in comparison to the ATL.
It is also a way, to know your consumers better, to pass on the benefits directly, and to get the unaltered feedback from the market.
Believe it or not, BTL is playing a major role in creating a strong PR.
BTL has brought all scales of industries at one single platform of activites. the only difference is the largeness of the BTL reach, which is in respective of the Budgets.
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