Advertising is not the same always, as it changes its face time and again. Today, the trend of advertisement has changed due to the presence of wide global market, more knowledgeable customers an breakthroughs in Information and Communication Technologies, among others. And when it comes to Nepali advertising market, its not limited to the newspapers or hoarding boards as in the past, but has undergone a massive change. Passing through different stages, it is now sharply focused now on creative concepts and promotional campaigns. The advertising agencies these days carry out intensive research and build strategic promotional campaign for its clients, focusing upon the direct customers. ‘Direct Marketing’ has been a hot-cake these days, blending it with more creative campaigning.

Today, the widely used new concept is BTL (‘below the line’) promotion. It is an unconventional method of marketing, which uses non-media method. BTL promotion has been the most practiced advertisement process these days through Direct Activations or Ground Promotion. Activation is conducted giving a personal touch to the customers, which results in leaving deep impact on their mind. Customer engagement has been the top most priority for clients, making the direct marketing promotion as one of the best alternatives. BTL promotion is directly linked with individual- customers, and efficient as well as profitable too. Since ATL (‘above the line’) requires huge investment, BTL is quiet cost compatible and directly related to sales.

Though most of the advertising agencies practice or implement the BTL campaigns these days, some of the popular BTL agencies are:

                Promoters Nepal

                Lemon Pvt. Ltd.

                Wind Mill

                U-Turn Pvt.Ltd.

                Party Nepal

Many big national and multinational companies are into BTL promotion. They mostly conduct such type of promotions after launching of any Schemes, or Offers during festivals like  Dashain-Tihar and occasions like New year or as per the necessity. Either it is through Direct Mail, Exhibition, Mall Activation, School-College Activation, Road Shows, Street Activation or any other forms, BTL is basically targetted towards direct customers. I, myself as an advertising professional have handled different BTL promotional campaigns for the brands like Pepsi, Mountain Dew, Nepal’s 1st DTH DishHome, Mahindra 2 Wheelers, VG Suzuki among others. And, the results have been always fruitful and positive.

Sarik Bogati, Marketing Manager of VG Automobiles Pvt. Ltd. informs that BTL promotion has been the most effective means of promotion for any products. Recently, they launched ‘VG Suzuki Sahar Parikrama’, one month long all-Nepal BTL promotional campaign comprising Artists, Magician, Dancers and with various interactive and participatory games. Bogati says such campaign helps boost sale directly.

Likewise, DishHome has been engaging itself in various BTL campaigns throughout the year. It launches ground activities especially in the festive season. DGM of Marketing Department of DishHome Kalyan Adhikari shares that he has been very satisfied with the Direct Activation, as it directly reaches the target customers and boost the sale of products. He adds these campaigns even provide an opportunity of  personal touch with the customers.

BTL advertising has been the top priority of many clients these days. And, why not, it’s the most effective means of communication. Since ATL promotion requires huge amount and the result is not guaranteed, BTL is exactly the opposite one. It has a wide scope as it ensures more effectiveness and efficiency to help  a brand or a service gain currency in the marketplace. Hence, clients must keep their eyes open for the Direct marketing strategies in order to reap results as per the expectation.