Question

Topic: Research/Metrics

Innovative Btl Idea And Concept For Services

Posted by dineshzogta2005 on 7/2/2011 at 4:14 AM ET 75 Points
Dear all,

i am here to find out someone who can help me out in finding out new and innovative BTL (Below The Line) approach for marketing of services.

i specifically would like to know some of the most innovative & new BTL marketing tools for ground level activations through which we can market our services in rural & urban areas. what is most effective in rural and urban areas.

we are looking to tap people from the age group from 15 to 55 in both places with major focus upon 18 to 35 age group for the service of telecommunication in India.

my focus is more upon promotion of services in rural areas so that we can increase sale of our services here in india.

kindly share some of the valuable & innovative points for the designing & implementation of BTL activations on ground level basis.
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RESPONSES

  • Posted on 7/3/2011 at 4:58 AM Accepted
    Hi Dinesh,

    you seems to be an most challenging marketing job in india. Telecom sector is very competitive in india because of the presence of massive and established players and on top of it, vast amount of deciding customers.

    Yes i completely agree on the strategic BTL activities to increase the penetration in the market, specifically in the rural india.

    But these activities are completely depending upon the geography. If you consider north india, BSNL as the maximum penetration. (I am not sure with which operator you are planning this activity). You can use the MNP feature. Educate people over the benefit which you have to offer as well as on how easy is the MNP process. Also you can offer some extra benefit for the customer when switching to your network like free CUG with in the family, As majority of customers are on prepaid side, try give them the benefit of postpaid like family plan, family usage or single bill.

    Customers in the rural market are now most fascinated with the add on services like games, VAS etc. the market segment you want to tap are more of a show off customer who always want to show themselves better then others. so try tap this part of the mind of your customer and plan some special offers for your customers.

    I hope this will help.

    Nishant Manchanda
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