Most businesses refrain from promoting their brand and often overlook branding efforts, for they think of themselves as “Businesses” and not as “Brand”. And both in themselves have very different meaning and when the former is supported by the latter, it can take businesses to greater heights.

Wikipedia describes business as, a company, is a legal entity representing an association of people, whether natural, legal, or a mixture of both, with a specific objective.

Whereas a brand is described as “A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

Now that we are on the same page with regards to the difference in meaning of the two, and how both must go hand in hand in order to reap greater benefits, what next?

Below listed are 3 benefits associated with Brand Promotion:

  1. Brand Promotion helps creates Brand Identity:What if you had the finest produce of fruit and vegetables, yet no one bought them? What if your goods are far better than your competitors yet no customers have ever tried them? While the quality of your product and service is of first priority, following it up with a good brand promotion will only elevate the business higher! And since Brands speaks for themselves, promoting it optimally will help you create a distinguishing factor from your competitor and customers will associate with the brand better!
  1. Improves customer reach:Can brand promotion improve customer reach? Yes, and brand promotion through BTL activity is one excellent way! BTL or Below the Line activities are activities that use latest ideas and messages to engage audience and improve reach. Unlike traditional or ATL activities, these sorts of promotions revolve around direct mail campaigns, trade shows, catalogs, telemarketing, exhibitions and many more. And since these promotions are directed at the customer base exclusively, when done with proper research and planning the penetration of BTL activities are higher in comparison to its counterpart, ATL activities.
  1. Enhance business via Mall Activation:Since modern day town and cities are filled with shopping malls and they are often the most visited place, brand promotions through mall activation are widely popular. Malls are the perfect ground for brands to woo and engage their target audience therefore making it a lucrative platform for mall activations and mall promotion activities. Companies today feel brand promotion through mall activation are one of the best BTL activities for their business and with creatively designed, lightweight and portable brand activation set-up, create a unique experience for audience and enhance business at the point-of –sale platform.

Brand Promotion through btl activities in India are gaining huge momentum because of the various numbers of benefits it is associated with. While multinationals spend huge amount of money in order to gather customer insight about their brand and products, businesses today can do it at the fraction of its cost, through BTL activities. Brand promotion through BTL activities is a powerful marketing tool if one knows how to use it to its maximum potential!