The conventional or the mass media advertising methods have been aggressively used in the past, but the current industry is undergoing a major shift. Now most of the companies are keen to spend more on BTL activities with a special focus on Experiential Marketing and on ground activities. This trend is common among almost all the products and services which are used by mass markets.
Definitely these changes arise with changing times, lifestyles and shifting patters in which consumers consume media. With increase in metro population, outward culture and more time spent outside home, mass media is loosing its luster when compared with mediums which directly communicate with the consumers.
For example the global sportswear giant Nike Inc, creating brand recall in India is not about having well-packaged, 30-second commercials or million-dollar brand ambassador. Instead, the company is going all out for on-the ground activities with nearly 70% of its marketing budget being deployed towards below-the-line advertising and experiential marketing.
The $18.6-billion company has associated itself with sports like athletics, football, cricket and tennis in India and the response, according to the company, has been tremendous. “When we first started our ‘run’ clubs, we had 35 people. Within six weeks, the number grew to 200,” Nike India marketing director Sanjay Gangopadhyay said. As part of its association with the Mumbai School Sports Association (MSSA), Nike India sponsors 11 tournaments in various sports.
The company is also placing its bet on the growing popularity of football among sports enthusiasts. It has entered into a seven-year deal with the All India Football Federation to be the official kit sponsor to supply apparel, footwear and equipment to football teams. Its football website is the most-visited site for the sport in India.
The case is same for many other companies too...Now its to be seen that where does this change leads the new era of advertising.
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