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IMDR’s Journal of Management Development & Research 2023-24

Experiential Marketing: This type of BTL marketing focuses on creating immersive and memorable
experiences for consumers. It can include interactive events, product demonstrations, brand activations, or

pop-up shops. Experiential marketing allows consumers to interact with the brand, try products, and engage
with unique experiences that leave a lasting impression.

Direct Mail: Direct mail involves sending targeted promotional materials directly to consumers' physical

mailboxes. This can include brochures, catalogues, samples, or personalized letters. Direct mail allows brands
to reach a specific audience and provide tangible marketing materials that consumers can physically hold and

explore.

Point-of-Sale (POS) Promotions: POS promotions involve placing marketing materials, displays, or

incentives at the point of purchase or sale. This can include in-store signage, product demonstrations, free

samples, coupons, or loyalty programs. POS promotions aim to capture consumers' attention while they are
making purchasing decisions and encourage impulse purchases or brand loyalty.

Guerilla Marketing: Guerilla marketing refers to unconventional and creative marketing strategies that aim
to surprise and engage consumers in unexpected ways. It often involves low-cost tactics such as street art,

flash mobs, or viral campaigns. Guerilla marketing aims to create buzz, generate word-of-mouth, and create a

memorable brand presence in the minds of consumers.

Promotional Events: Promotional events are organized by brands to engage with consumers in a specific

setting or occasion. This can include product launch parties, brand-sponsored conferences, trade shows, or
charity events. Promotional events allow brands to showcase their products or services, interact directly with

consumers, and create a positive brand experience.

Sponsorship and Partnerships: BTL marketing can also involve sponsoring or partnering with events,

organizations, or influencers that align with the brand's values and target audience. This includes sponsoring

sports teams, music festivals, or collaborating with social media influencers. Sponsorship and partnerships
help brands reach a wider audience and create associations between the brand and the sponsored entity.

Direct Sales: Direct sales involve face-to-face interactions between sales representatives and consumers. This
can include door-to-door sales, telemarketing, or personalized sales presentations. Direct sales allow for

personalized product demonstrations, addressing consumer questions or concerns, and closing sales on the

spot.

Digital BTL Marketing: With the rise of digital platforms, BTL marketing has expanded into the digital

realm. This includes targeted email marketing campaigns, social media activations, influencer collaborations,
online contests, and personalized online experiences. Digital BTL marketing allows brands to reach consumers

directly through their digital devices, creating personalized and interactive experiences.

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