INTRODUCTION TO DIRECT MARKETING

SOME MARKETING JARGON

WHAT IS BTL MARKETING? The characteristics of Direct but more commonly referred to as below-the-line marketing activities are also the advantages: Below-the-line marketing activities generally refer to those marketing practices which use such measures for promotion of products and services that do not involve use of mass media. Other definitions describe below-the-line marketing activities as those that are based on direct and often personal communication to the target audience.  

WHAT IS BTL MARKETING?... Below-the-line advertising can involve the use of any form of non-mass media promotions including sales promotions (e.g. premiums, price reductions, displays, and related point-of-sale activity), direct marketing, public relations activity, sponsorship, etc. Below-the-line marketing activities are often used to encounter a less cluttered communications environment to communicate directly with the target audience.

ENOUGH WITH THE ACADEMIA

WHAT BTL MARKETING REALLY IS The current ATL Model as defined by modern marketing focuses on REACH; 100% of marketing is committed to 100% of the market. The BTL Model hasn’t changed. It focuses on INFLUENCE; 100% of marketing is committed to 10% of the market.

REMEMBER THIS LINE?

IT’S NO MORE!

ACTUALLY, MARKETING IS DEAD!

LIKE, SERIOUSLY, MARKETING IS DEAD! You know the ‘old’ concept of marketing is in big trouble when the world’s biggest advertiser drops the title ‘marketing’! Marketing is dead! Long live brand building!

WTF IS GOING ON HERE?! The world has changed The consumer has changed Marketing hasn’t

THE CONSUMER IS LESS INFLUENCED BY ADS Source: Mobile Youth Report 2012 Consumers (youth) no longer wake up thinking of your brand Only 34% trust ads While 65% buy based on Word of Mouth

ATL MARKETING IS LOSING INFLUENCE…FAST

QUICK & EASY ACCESS TO INFORMATION MEANS…

HOW DID THIS ALL HAPPEN?

THE TELEPHONE LINES GOT BROKEN

ACCESS TO EACH OTHER EXPLODED The “narrative” was controlled from one central source to many individuals. Now that the telephone lines are broken (or wireless), the narrative is in the hands of these individuals

WoM IS NOW ON STERIODS

INFORMATION IS POWER, POWER TO THE PEOPLE Technology has empowered individuals with the mass reach & instant access to infinite information. The narrative can no longer be controlled from a limited source; it belongs to everyone

THIS INSTANT INFO ACCESS IS LETHAL Might soon be Extinct

IS THERE REALLY ANY HOPE?

WHAT BTL MARKETING REALLY IS The current ATL Model as defined by modern marketing focuses on REACH; 100% of marketing is committed to 100% of the market. The BTL Model hasn’t changed. It focuses on INFLUENCE; 100% of marketing is committed to 10% of the market. Ease of access to each other, and information has flipped the marketing model! Winning consumers is now becoming more about INFLUENCE & less about REACH

SO, LET’S REDEFINE BTL The game is now about influencing individuals to influence others. Winning the game is about how consumer experiences with brands are delivered THAT’S BTL MARKETING

TOLD YOU MARKETING IS DEAD You know the ‘old’ concept of marketing is in big trouble when the world’s biggest advertiser drops the title ‘marketing’! Marketing is dead! Long live brand building!

HOW DO YOU BUILD EFFECTIVE BRAND EXPERIENCES?

ALWAYS REMEMBER; WE ARE SOCIAL BEINGS The two most basic social needs are: The need to belong The need to feel significant These 2 needs influence how we interact with each other & ultimately are the reasons why we find comfort in groups How else can one belong or feel significant without a group of other individuals to reinforce these feeling?

SOCIAL INTERACTION DEFINES OUR WORLD EXPERIENCE

SUCCESSFUL BRANDS ARE SOCIAL TOOLS Significance Belonging Social Tool Commodity If we are social beings, then products should be social tools. The purpose of BTL then is to effectively demonstrate how these products can be social tools to consumers

MOBILE PHONES ARE SOCIAL TOOLS

MAKING YOUR BRAND A SOCIAL TOOL

REMEMBER THIS SLIDE? The current ATL Model as defined by modern marketing focuses on REACH; 100% of marketing is committed to 100% of the market. The BTL Model hasn’t changed. It focuses on INFLUENCE; 100% of marketing is committed to 10% of the market.

INFLUENCE IS THE NEW MARKETING CURRENCY Source: Mobile Youth Report 2012 Only 34% of consumers trust ads… While 65% buy based on Word of Mouth Remember, WoM is now on steroids!

4 STEPS ON HOW TO TAP INTO INFLUENCE In the BTL Marketing context, INFLUENCE is most effective when you; identify consumers who LOVE your brand give them intimate & exclusive experience with your brand demonstrate how they can use your brand as a social tool connect with them to recruit for you the masses In essence; CONVERT YOUR CONSUMERS INTO FANS

FANS + BRAND LOVE = NEW MARKETING CURRENCY

FANS WHO LOVE YOU ARE SELF-MOTIVATED

WHAT IS BRAND LOVE?

ULTIMATE SHOW OF LOVE

BELOW THE LINE MARKETING THE CONSUMER IS THE BRAND

REMEMBER THIS…

WHO IS DOING IT RIGHT?