Know-How Exchange : Branding

I would guess Schotte is referring to
Below The Line-
(versus Above The Line)

Below the line is work that does not involve commissions. (TV commercials). BTL reaches the consumer on a one-to-one basis, rather than a large audience. BTL can be achieved through manyu venues such as direct mail, or even personal interaction.

It is an older advertising term and I rarely hear it anymore.

Consider hosting events at the winery such as wine appreciation and wine tasting events. Develop a loyal following and develop a monthly event calendar -- bring in local artists, entertainers, authors, famous chefs. Cross-promote activities to both of your clients lists. Start hosting weddings and parties. Really the possibilities are endless as you create a market out of your place.

I do not know whether BTL will achieve Brand Equity but it will get you your desired volumes & sales numbers.

Run a contest on your Wine Bottle sticker.
1. Scratch & Win another bottle!
2. Have 3 big prizes and a slogan writing competition on your brand.
3. Lift the Sticker and get Money Back as printed.
4. One litre Bottle + mini bar bottle of chocolate liquor free.
5. Design a new bottle for your wine- winner gets 1 year of wine supplies free.
6. Design a new wine bottle sticker- winner gets XXX.

Hi there,

BTL activities, I will agree with Shghosh, will not neccessarily increase your brand equity. Of course, they may, idealy, increase sales and profits but not brand equity (BE).

BE is a set of assets that are linked to your brand's name and which add value, or substract value, provided by your core product.

Do you know what this value is? BTL activities can harm your brand, if executed badly, as much as they enhance it, if executed rightly. In my opinion, the most important brand equity is the association that a brand names carries. This enhances the brad loyalty and perceived quality (which drives your financial performance). Have you identified the brand identity you have created or you wish to create and brand image that you wish to communicate to your target market? This will greatly determine the BTL or ADL communication activities.

It is difficult to suggest some BTL activities that will enhance your brand equity, when we are not familiar with your brand strategy. Above suggestions are all good but they are very general and can be subscribed to any brand. It is up to you to define what it is that you want to do and ways in which you will enhance your brand equity.

Few ways in which you can increase and maintain your brand equity are:
-enough volume so that you meet increasing demands, if it takes place
-strong sales force who will carry out day-to-day store checks
-on-shelf visibility and a intensive 'wet trial' phase which will enourage customers to pause in wandering up and down the aisles and taste the product
-brand price (must be mainstream)
-consistant quality (consumer's experience must be the same whenever and wherever they buy your wine)
-finding out what wine tase your target market prefers wants and making sure you provide them with the same tase every time they buy your wine

PR is always good and should be cheap way in getting some free publicity and press coverage but your PR activities will again be determined by your overall brand strategy (brand identity and brand image that you wish to communicate to your market)

I hope this helps a little
Ciao :)
Emi