Maverick Services

Promotional Marketing can be defined as a strategic and tactical planning and execution for a brand, using the full mix of business and consumer communications, designed to work in concert to influence behavior in a way which builds sales and reinforces Brand image. It is any marketing communication containing a reward, either economic or experiential, which motivates a specific action by the target audience during a defined time period; it provides the "reason to buy now". This broad field includes Gifts & Premiums, Value-Added Offers, Consumer Contests, Point of Purchase (P-O-P) displays, Event Marketing, Coupons, Loyalty Programs, Sampling and In-Store Marketing. Promotional Marketing is not about freebies. It is a battle for the consumer's mind and heart; with rising competition and increasing clutter in the traditional advertising media, more and more companies are now taking to promotions as part of their overall marketing strategy in a bid to create brand differentiation. BTL (Below The Line activation) Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions.