BTL activation for B2B and brand awareness

Activity Category: BTL activation for B2B and brand awareness

Client :  A renowned building materials brand with pan India footprint

Objective: Connect with the distribution network in a pandemic world

Challenges:

• Lockdown has affected businesses
• No substantial activities or communication happening between the network and the brand
• Brand doesn’t enjoy top of the mind recall in the category

Solution:

• Have different approaches for distributors, dealers and retail outlets
• Create a fun module with characters that connect with the brand
• Get the dealership/employees at the outlet to participate with rewards
• Make these outlets more receptive to the brand with icebreakers in a gameshow format
• Create more awareness about the products and benefits through the game show
• Do demos for new products in this window of 5-10 minutes
• Brand the outlet with products that need focus
• Contextual branding and other goodies for brand recall

Outcome/Impact:

• Great result in terms of reconnecting with dealerships, nurturing the network and renewing partnership objectives and goals
• Brand awareness indicators show 20% more brand awareness among the customers in the state
• 10-15% increase in sales for the brand in the states where the pilot activity was done
• Survey indicates top of the mind recall for the brand in 60% of the distribution network and outlets