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Dear Salman,
While BTL exercises are highly expensive for the company because of it high cost per contact (CPC), yet the FMCG sector firmly believes that BTL more effective kind of advertising helps to provide a greater boost to the already existent media based advertisements for the products.
In Advertising we have [BTL - TTL - ATL]... but I think BTL is the best method and the most effective advertising media for FMCG brands which includes:-
1- Television Advert.
2- Radio Advets.
3- Outdoor signs.
Marketing consultant, Harish Bijoor outlines that Above The Line (ATL) activities are focused on brand building, while Below The Line (BTL) activities are done for generating sales.
Let me tell you some innovative BTL activities for FMCG companies:
- Road Shows/ Activities in Malls
- TV advertisement focusing on kids and young people.
Best Regards,
Hany Sewilam AbdelHamid
Director of Sales & Marketing | HBD
Entrepreneurship Coach & Consultant
- http://www.sewilam.com
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This entirely depends on the objective(s) of a FMCG Brand that aims to achieve its KPIs.
Social Media because everyone uses computer & mobile, advertise each one can see easily
Television, because fmcg products a consumed by the masses , hence TV will help a great deal to FMCG
TV & Radio are the most effective Media, coz it has most number of reach.
Its and exercise based on affinity and cost per reach. The TG shows affinity for certain media mediums and hence those take priority. However it doesn't end there because certain medums with high affinity eventually might also be very expensive in terms of cost per reach. so a balance needs to be built in there. There also a threshold operating level that needs to be looked at. for example a single TV spot or Radio spot or Print ad or a single horading will quite literally be a waste of money. Hence depending upon your budget, one needs to pick mediums that can actually deliver for you. Last but probably most importantly reach always needs to be looked at from a Brand TG perspective and not the media TG definitions. Its worthless to reach out to audiences that are not your TG and hence will not be motivated to make a purchase even upon seeing your communication. So, when we talk about cost per reach, it should be with reach defined as per the Brand TG. Remenber to include all parameters of the TG definition such as age, sex, location in addition to qualitative aspects such a physcographic behaviour. You might just realise that though a broad cast medium gives you high overall cost per reach a targeted medium might deliver better numbers when evaluated on a more precise TG definition.
Social Media is the best choice for the FMCG brands. Studies have shown that90% of consumers would recommend a brand after a positive interaction with the brand on social media. Social Media implemented with a consumer centric strategy executed with engaging activities and backed up with clear functional ROIs is the most effective advertising media both in terms of cost and impact.
For some practical inspiration have a look at how Coca-Cola, Red Bull and Oreo are playing the advertisement game on Social Media, they are the world's top3 three FMCG brands on Facebook :)Hope it helps :)Zeshan A Jaffari
