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The Best Btl Activities To Get Brand Equity
Posted By: SCHOTTE* on 10/31/2006 2:48 PM (CST) 250 Points
Hy,

I work in a Winery, and right now, as ever, we are doing many activities with some of our brands to get a little bit of brand equity.
The big problem is that we dont have so much money and I think that BTL activities are great to communicate.
Please If you have some ideas of great BTL activities - different -, I will we very pleased.
Wright now we are doing our marketing plan for 2007, so every new idea is well received.

Regards,

Stefanie

Posted by: KathySmithFilms* Member Response
10/31/2006 3:09 PM (CST)
WHAT'S BTL?
KATH
 
Posted by: BARQ Accepted Answer
10/31/2006 4:18 PM (CST)
Bibulous Truculent Logorrhea


BARQ
 
Posted by: mop Accepted Answer
10/31/2006 6:18 PM (CST)
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.
 
Posted by: Levon Accepted Answer
10/31/2006 9:36 PM (CST)
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.
 
Posted by: KathySmithFilms* Accepted Answer
10/31/2006 10:24 PM (CST)
Thank you "mop" for clearing this up. I can think with it now. And I owe you one...

For a low budget event

Have a screening at the winery with Paul Giamotti's "Sideways"

http://www.imdb.com/title/tt0375063/

Start with the list you have and have them invite a friend to start to grow the list for more exclusive wine tasting parties using crystal.

Give out pamplets on the art of how to taste the wine.
Invite smaller markets like Trader Joes & Whole Foods as well.
Kathy
 
Posted by: nitto_gtehnik* Accepted Answer
10/31/2006 10:45 PM (CST)
Hi stephanie,
The best way in doing Below the line, you can send e-maill to your customer or prospect customer, blast email to them. Or to get great result, get some groups that related with youre product, send them offer, be the sponsorship.
Or you can make seminar that related with your product.
Beside that, you can use word of mouth promotion, its cheap. But, you need to "break the ice" first, about your brand. Show the benefits or innovation that you can offer, after customer can get the benefit, customer tend to give a goof reference to others. Be cooperate with media.

Nitto
 
Posted by: shimul* Accepted Answer
11/1/2006 3:43 AM (CST)
There are lof ways for BTL activities. First of all you have to find out what you are selling and who is your target audience.
For this particular project; Product is Wine and the target audiences are those people who drink wine.

Potential BTL activities for this particular project:
1. You can formulate a user group who are regular consumer of your brand. They will go to different places like shopping mall, gathering places, Bus Stop. They will distribute free sample in sachet to taste your brand.

2. You can organize an event on wine and history of wine. Participants will get gifts.

3. If there is no legal/ethical problem then you can arrange/sponsor children programs which will ultimately create impact on the parents mind about your brand.

4. If you have any kind of database of your current consumers then you can send a discount offer to them.



Shimul
 
Posted by: shghosh Accepted Answer
11/2/2006 12:15 AM (CST)
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.
 
Posted by: Emi_C Accepted Answer
11/2/2006 7:19 AM (CST)
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
 
Posted by: bobr* Accepted Answer
11/3/2006 7:16 AM (CST)
Let's start with two assumptions:

1. "Brand equity" is the quality of relationship that your organization, and your products, share with your customers. The higher the quality of that relationship, the greater the value of your brand equity.

2. Brand equity is worthless if it does not translate into increasing sales and profits (just ask your CFO or CEO).

Proceeding on the basis of these two assumptions, it appears that you want to increase brand equity with "below the line" tactics (e.g. low cost promotions). Yes???

If that is the case, you want to get your customers and potential future customers to "touch your brand" (e.g. sample your products) in a way they builds their interest in them, and their emotional connection to your company and your label. How can you do that inexpensively?

In your category, charitable fund-raisers are one very good way. Select a charity that is contextually appropriate to your brand position and appropriate in terms of your geographic distribution and theirs (e.g. where their supporters live). Sponsor a wine tasting/entertainment event (hopefully their BIG event of the year). Bring your local retail partners in and take advantage of the PR opportunity. And, if you go this route, work hard to build an ongoing relationship between your brand and the charity. The equity that it builds may grow exponentially with each passing year and reiteration of the event.

Hope this helps.

Dr. Bob
[email address and URL deleted by staff]
 
Posted by: thinkmor Accepted Answer
11/3/2006 12:06 PM (CST)
Hi Stefanie

Thanks Dr.Bob for clearing out the assumptions.

Brand Equity is built over time and is the combined perceived tangible and intangible benefits of a product or service.

Brand Equity is acheived through consistent, relevant and sustainable branding activities of your product or service. It is the main reason why successful brands can charge a premium above competitors. Brand Equity is easier to calculate since branding activities are measured over a period of time.

I would recommend you 1) consider your current positioning first within the marketplace and 2) understand your current and future customers before doing anything else.

If you spend a little time to plan strategically where you want to go with your brand it will not only save you money but alot of wasted energy on acitivities which may only deliver short term but burn you long term.

Positioning wise consider: how are you currently & how do you want to be positioned as a winery within the marketplace? Is there a big gap between where you are now and where you want to be? What are you well known for? Are the Values & Vision you currently have in sync with where you want to go or do they need to change?

How do your customers currently perceive your company? Do you want to build upon this or change this perception in some way? How do they buy from you? why do they choose you above competitors?

Your brand positioning and deep understanding of your customers will determine the best suited type of brand and marketing activities, for the type of customers you have and the new ones you want to attract.

You should be looking to protect and nurture your brand long term, how do we want our company to be perceived within the marketplace and just deciding on BTL activities will not help strategically.

Depending on your Values & Values look into building upon associated values with affiliated companies that your brand synergizes with and shares a similar target audience.

Beware of too many promotions as this is a major factor to help destroy any brand equity in a brand.

I know I haven't suggested ideas but I do think you need to consider and maximise your brand strengths strategically and not give in to a knee jerk reaction because of budget constraints.

Hope this helps.

Zahid Adil
 
Posted by: carrie77 Moderator Response
11/13/2006 7:05 AM (CST)
Hello Everyone,

I am closing this question since there has been no activity in 10 days..

Thanks for participating!
Carrie (Production Editor)
 


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