Bausch & Lomb's Vision For Experiential Marketing Unveiled
Sanjay Bhutani, Managing Director - India & SAARC, Bausch & Lomb provided valuable insights into the brand's marketing approach in a conversation with Everything Experiential, shedding light on the pivotal role of experiential marketing in their overall strategy.
Bhutani revealed that Bausch & Lomb dedicates approximately 15 to 20 per cent of its marketing funds to experiential marketing. This allocation is particularly directed towards trials and engagement initiatives during conferences, exhibitions, college events and more. “Being in a category where a trial is important to break the barrier of ‘pokophobia’, experiential marketing is a key lever for driving contact lens adoption,” he emphasised.
Consumer Engagement and Challenges in Large-scale Experiential Events
Bhutani asserted the brand's use of immersive events, personalised experiences, interactive technology and storytelling. These elements contribute to fostering emotional connections and community building. Additionally, Bausch & Lomb offers exclusive rewards and channels for feedback, creating a holistic approach to consumer engagement and loyalty.
The Managing Director discussed challenges associated with large-scale experiential events, he outlined logistical complexities such as venue selection, budget management, coordination with multiple vendors and regulatory compliance. Bhutani highlights, “Maintaining consistent branding across various touchpoints, addressing potential technical issues with interactive technology and mitigating risks related to weather, security and crowd management while striving to deliver memorable and seamless experiences for attendees are some of the major challenges.”
Upcoming Experiential Campaigns
Bhutani shared a glimpse into Bausch & Lomb's plans for the year, highlighting, a combination of digital marketing campaigns and on-ground activations. The latter will be prominent during key events such as college fests, trade fairs and conferences. He mentioned, “During such events, in addition to exhibiting our wide range of products such as clear and coloured contact lenses and lens care solutions, our team of experts provide smooth hands-on guidance and encourage people to try and wear the contact lenses.”
As Bausch & Lomb continues to innovate in the eye care industry, Bhutani's insights unveil a strategic and customer-centric approach, where experiential marketing plays a pivotal role in building connections and fostering brand loyalty.
