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
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