How Brand Activation is done,

1. HOW A BTL AGENCY WORKS?
By
M. Humza Saeed

2. DEFINING BTL
BTL ( Below The Line) activities are
performed to make a good impact on
especially targeted customer that drive
brand awareness
The major thing for BTL activities is direct
marketing action where create strong
relationship between customer and seller or
marketer.

3. TYPES OF BTL ACTIVITIES
– Product Activation
– Product Promotion
– Deal Promotions
– Exhibitions
– Free Sampling
– Road Shows
– School/Institutions Shows
– Mall Activity
– Mystery Shopper
– Float Operations

4. TYPES OF BTL ACTIVITIES
– Mobile Merchandising Unit (MMU)
– Arrange Promotional Concerts
– Stall Operations
– Market Researches
– Product Launching
– Home Gathering
– Arena Activity
– Demonstration in Mohallas
– Trade Activation
– Door To Door Service
– Shop Display

5. DEPARTMENTS
STRATEGY/CREATIVE
OPERATIONS
EXECUTION

6. STRATEGY
The main image of the agency who is
responsible for pitching Ideas, planning,
managing key accounts(Clientele),brand
building, brand management.
Titles attached with this department
Marketing Strategy Executive, Strategy
Manager, Strategy Head, Marketing Strategist

7. OPERATIONS
 Basic pillar and driver for any agency
 Responsible for costing and mid level communication between
agency and brand/client to address and resolve issues
 Oversees the entire activity by being on ground/visits , data
punching reports being sent to brand, communication and
coordinating smooth flow of activity by execution.
 Titles linked to this department include Operations Executive,
Assistant Manager Operations, Operations Manager , Head of
Operations

8. EXECUTION
 The execution personnel are the ones actually working and
getting things done on the field . The common titles in
execution are: Project In charge, Project Head , Team
Leader/In charge , Back checker , Delivery Boys and
BA’s(Male/Female)

9. FUTURE GROWTH PROSPECTS
 Unlike other fields the progress is very rapid in this field
both in terms of designation and monetary benefits. You
career progression becomes very swift if you have agency
experience in MNC’s and NC’s
 Some common positions/titles you progress towards
include Brand Manager, BTL Activation Manager
,Marketing Manager, Key Accounts Manager, GM Marketing
, Manager Brand Activations

10. ELEMENTS OF ACTIVITIES
There are some pre defined elements/steps that are
the basics of each activity which are as follows:
Objective: What the brand is trying to achieve for
e.g. To engage consumers and create more awareness
of the brand, Increase penetration of the brand in
towns
Activity Type: DDS(Door to Door Service), Trade
Stall, Home Gathering , Float Activity etc.

11. ELEMENTS OF ACTIVITIES
Activity Mechanics: How will the activity be
conducted, things, HR detail , number of HR
involved and its role.
The BIG IDEA: It involves an idea which creates
memorable experience and engagement relevant to
brand and the idea according to core objectives
brand is trying to achieve . Content Creation and
synchronization. This is the key element of any
activity.

12. ELEMENTS OF ACTIVITIES
ENGAGEMENT TOOLS: Engagement tools used to cover
the big idea involves use of interactive TV’s ,plays, drama
,tabs, games etc. for the audience.
Deals & Prize Suggestions : Agency also propose deals
and prizes relevant for the target audience according to
activity Type.
Artworks & Designs: Artworks include buntings,
uniforms, kiosks, stalls , AV-H Signs and other
promotional material being used for the activity