Top 10 facts that prove the increasing popularity of BTL techniques

1 As per industry reports, the shelf life of ATL campaigns have decreased from 6-8 months, coming down to 2 months. This makes it important for the marketer to create more engaging marketing strategies, which create a greater recall.
2. BTL activities ensure greater interface with the consumers and instant feedback. This gives rise to immediate ROI and on-the-spot sales, or immense recall value.

3. BTL is becoming a strong focus area for retailers. Catchment initiatives are seen as an integral part across retail segments, especially since the growth of modern and multi-brand retail. In order to combat declining walk-ins, store managements are resorting to deeper brainstorming sessions to evolve creative catchment engagement initiatives. This is sought to be linked to store managers’ KRAs. The organised sector of the Indian events and activation industry is estimated at around Rs 2,800 crore in 2011-12.

4. The segmentation between organised and unorganised players stands at a 40:60 ratio.

5. The BTL industry has grown at over 20 per cent during the last two years and is expected to grow to Rs 4,375 crore by 2013-14.

6. Spends dedicated to below-the-line activations are poised to increase by 20 per cent more in 2013-14.

7. The relationship between events and technology is emerging. Brands are deploying social media technology as well as unique tech-engagement on-site to create an integrated campaign.

8. Food brands, and other FMCG products, which fall under the impulse purchase category are dedicating more than 60 per cent of their marketing spend to BTL activations.

9. The electronics industry is investing majorly in in-store activations. The budgets of major electronics brands have upped 20 – 30 per cent between 2012-13. Since, the final brand choice for a customer depends upon how a specific model is demonstrated and explained to him at the point of sale, this BTL activity acquires most importance as a high percentage of electronics is sold via the multi brand channel.

10. The auto industry in India is very forthcoming and experimentative when it comes to BTL activations. This industry spends heavily on activation formats like road shows.