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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