Guest Speaker: Muntasir Bhuiyan, Chief Operating Officer, Market Access

Bangladesh Limited.
The communication game that we are in; there are so many options, so many ways
to get to the consumer; so many different medias, so many distractions that
prevent engaging in one single thing. So it is very difficult for a Brand to identify the
right media through which to attract consumers. We have to find out the right
approach so that at the end of the day, consumers are in line with the brand and
make the final decision in its favor.
Every marketing agency help its client play this communication game. We have
heard of ATL & BTL. But where is the line and why there is a line?
This is a complex world. There are so many different Medias around us continuously
bombarding us with information and thereby make the brands vulnerable to go into
oblivion. We need to find some applications that help us understand the consumer
profile, their psychology and then lead them to our brand in whatever the best
possible way. This leads to customer segmentation which in turn leads to
somewhat better crafting of your activities around the target customer, so that you
can reach the consumer with the communication you want to deliver. Different
stages in life cycle of a brand as well as different stages in customer decision
making process also affect the communication approach.
So, choosing the right options are necessary. For every brand you dont need to
do everything. You just have to be able to connect to your consumers. From the
basket of communication mediums, you have to actually make a mix, appropriate
enough to reach your consumers. You dont need to do everything all the time.
Sometimes one or two mediums are enough if the message is conveyed effectively.
So, the line is actually there to show the difference, make us understand things
better.
E-media
Outdoor

Print

Digital
Direct Marketing

1 to 1

specific

Target
Sponsorship Trade Marketing
points
Thematic Events

1 to M various touch

Normally above the line are electronic media, print media, and outdoor billboards.
Newest addition in grabbing everyones attention is the digital media revolution.
This is although have been put above the line, it can also be below the line. But this
is there; its presence cant be ignored because of the target audience and their
active engagement.
If we focus on below the line, there is direct marketing. It is a very big medium
involving direct selling, direct contact with the consumers, one to one contact and
lots of other things. Sponsorship events also help BTL brand promotion. Trade
marketing is important for aligning retailers and distributors with your brand
strategy. Thematic events are held to get the brand on Top of Mind (TOM) of the
customers.
BTL is directly reaching the consumers. It has a specific target. Usually ATL have
more visibility than BTL. Some sort of targeting is also possible in ATL; for example:
if you run a TVC for kids in a kids channel. But even then, direct interaction with
the consumer is not possible through ATL.
Talking directly to a consumer is more persuasive for generating sales, but putting
up a billboard does not necessarily generate the desired attention & interest. The
target market might not even see it. Having a specific target is the beauty of BTL.
But it costs you more. How? Overall, the cost is not more but per person contact
cost is more. Because when you are connecting with people through a TV channel or
a first page ad in Prothom-alo, you have calculated, say at least 1 million
viewership, resulting per person cost to be very less; but when you design a BTL,
where you are actually going and finding the consumer and making sure of the
effectiveness of communication yourself, it is likely that, the cost per person will be
more.
So, there is always a risk associated with BTL which marketers cant but have to
take. Because, at the end of the day showing an account of comparison of how
much was actually spent and how many people were reached is difficult. But then
again, the outcome that you might get from BTL can change the whole scenario for
your brand.
Normally in BTL, touch points are defined in such a way that, BTL activities are done
where the consumers are. For example, if you are at IBA doing your classes, BTL
marketers will wait outside the classes for promoting their products. They might
even use Madhur Canteen and distribute some free samples. So, tracking where the
target customers are and when they are there, are important in BTL.
Now, the question is, is there a right solution for every marketing activity? How can
a marketer know that he is going to succeed? He feels it from experience; believe
in it from the guts that it will succeed. Because, even good marketing researches
before launching the campaigns, sometimes might lead to a delusional set of
activities which are not appropriate at all for the target customers. In those cases,

previous experiences will help you. Because, these particular experiences will help
you take the decision through guts.
However, brand value that the campaign is carrying forward has to be there and
it has to grow stronger than ever with your each campaign and this is very
important. Another thing is, you can never say right/wrong in marketing.
Sometimes, the brightest possible campaign and the most creative idea with all the
supporting research, gut feel & everything can fail. Because, competitors might
come up with something better, because consumer have different options or they
simply didnt like it or its not fulfilling their taste at that moment in time when
you are going to them.
So, understanding the mix perfectly is important. What are the options you
have& how many are they? Thats where the Line comes in: We try to determine
how many things can be done? Are we losing out any consumer in the process of
communication? But, whatever mix we choose, it has to be backed up by financial
feasibility as well as logistical feasibility.
Brand is activated in consumer mind through BTL. And this value activation should
not be for one or two days rather for longer period of time. BTL is defined by Market
Access as: Interaction with target group or individual (can be one way or
both ways) about a Brand through any medium at where they are (Touch
Points).
About a brand means: Where in that particular campaign your brand is positioned.
Your brand can have different objectives. Whatever objectives and status your
brand has at that time, you have to design the interaction with the target group or
the individual keeping those in mind. Mediums help you to have interaction with
consumers at where they are i.e. consumers physically have to be present there.
These are the touch points. This sort of marketing is known as Touch Point
Marketing.
In BTL, results have to be measurable outcomes. Without measurable outcomes or
visible reflection of your campaign, there is no meaning in investing in BTL. You
have to justify the expenditure as per person cost is more in BTL. So, there should
be some benchmark, standardized Key Performance Indicators (KPIs). Clients after
each and every activity will judge the marketers and evaluate the effectiveness of
their undertaken campaigns based on these KPIs.
Measurable outcomes can be of different forms:
1.
2.
3.
4.

How
How
How
How

many
many
many
many

consumers
consumers
consumers
consumers

have
have
have
have

you contacted?
called you back to enquire?
you given product demonstration to?
actually purchased your promoted brand?

These outcomes are directly related to consumers feedback about the product.
They also signify the level of brand perception and awareness among
customers.
Thematic Event Example: Amidst the political turbulence Robi saw an opportunity
to unite the nation. With Bangladesh Army as the strategic partner, it launched the
thematic event Raise the Flag: Ek Pataka Tolo breaking the Guinness record for
the Biggest Human Flag beating Pakistan. The theme they promoted was Ignite
the Power Within. This event strengthened Robis position in consumers mind as
the brand associated itself with the United Bangladeshi spirit.
Sometimes, consumers take purchase decisions on the spur of a moment, thats
why to be at the Top of Mind is important. You have to make sure that, consumers
dont forget the name of your brand at the time of purchase. Otherwise all your
efforts will be in vain.
BTL Activation:
1. Brand Activation: This is done for expert products that is products about
which few people have the right idea & knowledge about their use &
application. These kinds of products need lot of interaction. Its very
important to have someone who advises the consumers properly about the
product use and their relevance to customers individual needs. For example:
Ponds, Clear, Dove, Olay booths in shopping malls like Agora, Priyo, Almas,
Meenabazar, Swopno etc.
2. Brand Experience: This is mainly 1 to many BTL approach. Through
arranging different interactive events the marketers try to give a brand
experience to the consumers. Example: Nokia presents musical events where
you can go and sing songs, play guitar, or play games and feel the
experience; Igloo ice cream fest etc. There are 2 key characteristics of such
events: first, this is where marketers themselves get to create the touch
points and make sure that consumers come in and second they make sure
that they grab consumers attention and influence them through sharing the
brand experience. In such events, communication takes place both at 1 to 1
(at the booths) and at 1 to many (gaming zones, concert stages etc.) levels.
3. Consumer Loyalty Program: Loyalty takes time to build. It always comes at
the end, as it is really tough. Making consumers loyal are the best possible
thing marketers can think of. It not only ensures the brands sales but also
creates brand advocates. There is a difference between consumers &
customers. Consumers always need to be the end users of your brand but
customers need not to be. Trader, distributors and retailers are the initial
customers of your brand. Sometimes, you will have to run loyalty programs
for them as well. Because, while you are experiencing enough pull from the
market, you will have to make sure that there are enough push in the market

as well. And this push takes place through these traders. As a marketer, you
need to make them happy also. This can be done by giving awards in
recognition of their efforts or by giving incentives (like a family tour to
Thailand/Malaysia).
Small things can make a difference. Giving commissions might not
always be the effective way, but sending Eid Mubarak cards can be.
Everybody loves a touch of personalization. Writing Dear Customer may
not have the same effect as addressing the customer by his name would
have. One off loyalty programs will not do well. Long term commitments
will.
Different Forms of BTL Activation:
1. Rural Activation takes place through rural household Uthan meetings,
Haat Storming, Fairs/local mela etc.
2. Trade Marketing Activation: takes place through training &
development, channel development and management, merchandising and
promotion, outsourcing field operations and management, distributor and
retailer Management etc. Merchandising is specialized branding: shelves
are branded which help consumers locating a particular product.
Sometimes signboards are there above the shops promoting the brands
thereby influencing a consumer before even he sets foot in the shop. This
is important because most of the consumers purchasing decisions are
made at the sales point.
3. Catalogue marketing: takes place through ownership of special
channels (tools of image marketing usually visible in places where
targeted customers frequently visit like hotels, restaurants and cafes),
sponsorship, CSR activities, stakeholder management (managing media,
government, conscious citizens) etc.
4. Direct marketing: takes place through direct sales, product
demonstration, direct interaction etc. One of its variations is relationship
marketing or professional marketing (e.g. medical representatives
practices in maintaining contact with physicians). Sometimes product
endorsements are also sought through direct marketing, where marketers
directly contact the dentists and try to get their endorsements for the
toothpaste they are promoting.
3 Things to Know:
1. Who to Connect: This is the most important thing. You are designing
something, but for whom?
2. What you are going to do: that will give you the desired outcome?
3. WOW: How you do it has to be a WOW, otherwise customer conversion
process will not work.

1. Who to Connect: It is the person, the target audience the brand wants to
connect at this moment of time. Target group will depend on the current objective of
the brand. This is a quest to identify a specific group of people first and then find
the answer to their needs. It is very important to know what your brand wants,
where you are promoting your brand in order to know your target audience. For
example: if a brand has to promote itself in Banani Road-11, then marketers have to
know first who frequently visit places there.
You have to track the consumer and find out what he/she does the whole day. You
have to go where they are and have to communicate based on what they are doing
at that point in time. You need to understand the target group. An example of
customer tracking is given below:

2. What you are going to do: You are going to design the campaign centering the
target audience that will work and whatever you do you have to make sure that
your brand stays in the Top of Mind. Your campaigns should have measurable
outcomes, financial & logistical feasibility. At the end of the day, there should be a
reflection of objective achievability in your campaign.
3. WOW: Two things should be considered. One is innovation and other is
Operation. There should be innovation in how you do it and your operation should
be in a way that you achieve your KPIs. Innovation can be done in the message

delivery system (e.g. talking to consumers directly, making them play an interactive
game, showing them a video, giving them an experience of augmented reality).
Mediums can also be a part of innovation (depends on whether you are using a
personal one or an automatic one like a Kiosk).
Continuous innovation is the way to sustain that wow charm in your brand. For
example in villages, where it is expensive to go with projectors and monitors, it is
better to go with flipcharts or digitally printed vinyls which are manually scrolled.
These flipcharts and vinyls often portray a village character (like Sakhina, Karim
Miah etc.) so that, rural people can associate themselves with it. Uthaan Boithok
has also become very popular recently and this has become so effective that, it has
started to convince village girls to use not only shampoos but also conditioners.
Control and monitoring are necessary for quality execution. Otherwise BTL will not
pay you off. Because when you are directly confronting a consumer, the risk is
more. If you are doing something bad, it stays in their mind.

Important Takeaways from Q & A Session:

1. Habits are difficult to form and once it is already formed it is difficult
to change. So, BTL activations targeting a change of habit either should
target the children (Lifebuoy) or should commit to the campaign for a longer
period of time until the habit is formed.
2. Sometimes the idea will come like a Eureka, at other times you will
have to Brainstorm.
3. Connectivity is the biggest challenge in BTL. It is also its greatest
reward.