As industry is constantly increasing its spending share over BTL, in comparison to the ATL; Premium Brands (catering to the niche consumer segment) are a bit hesitant. They feel that BTL is not for them. They have their reasons behind it. They say "BTL may not give the proper communication of their brand positioning", "BTL may not match the classy look of their Brand". etc.
But, let me make this thing very clear to all; that actual origination of BTL & Guerilla Marketing is for the Niche Premium Products only. Yes its true, and if you are doubting on this statement then just answer to yourself "Who has the time to watch T.V. the whole day? (Niche or Normal segment consumer)', 'Who can only be traced either at his own work place or POP? (Niche or Normal Segment consumer)'. So, for whom we actually need the BTL and Guerilla Marketing?
Dear Readers, Normal segment of consumers can easily get the communication of the Brand through TVCs, it is the premium niche consumer segment for whom the innovative approaches of contacting and communicating were initially devised. It is just the extended usage of BTL tactics, that has made it usable for mass product also.
And my message to 'Premium Brands', "Don't let the oppurtunity go waste to contact your TG in the most personalized and innovative manner" or, you will find a mass brand emerging as a Premium Brand very soon.............
hi,
ReplyDeletetill date brands have spent a lot on the ATL and obviously it has got them the ROI but time has changed, now a penny spent should get back a penny and for that just by throwing a discounted ad will not get you the penny. so BTL is the route because a hand experience of the product get much attetion and push in the market against any ATL campaign. and if your product is niche then your audience is also niche and limited in numbers so why to spend more. when BTL has the mechanism to find and meet in person.