Author: Debasish Satpathy
What’s next?
A key question by garages, workshop, and automotive retailers. Mind space of customer is further cluttered in the current situation. In any case, there were topics of BS VI impact, Electronics proliferation in Vehicle components, E-vehicles repairability in aftermarket, E-commerce disruption, Technical competency (or lack of it), ability to compete with OE backed service stations etc occupying the mind space of aftermarket intermediaries.
What customers’ really need today is a two-way communication, a friend and knowledge partner at hand to guide them through this time of uncertainty. This is where the BTL marketing strategies overtake any other form marketing communications.
I am a firm believer that BTL would be the most effective form of marketing for Auto Ancillaries which primarily operates in B2B. To create a sustainable, differentiating and customer centric BTL marketing strategy, a strong alignment with well trained and well-equipped Sales Team becomes vital. In many ways, it will create the competitive advantage.
Below are my top three advantage of BTL marketing strategy, especially when, the industry is going through remarkable shift:
1. REACHING “TARGET AUDIENCE”
Marketing is a multidimensional zone with an objective of reaching customer mind space. In B2B or S2B2B space, BTL activities are dominating and all marketers are aware of below-the-line activations. BTL are highly effective in acquiring target audience attention space quicker and helps reaching untapped target customers.
BTL activities are known to enhance two-way interactions while building a customer-brand relationship. BTL activities make the brand memorable and increase the recall value since an effective BTL activities provide are un-paralleled engagement value to targeted customers.
2. “ADDING HIGH CREDIBILITY” TO CLAIMS
The main aim of BTL marketing is to seek customers’ undivided attention. BTL campaign, when executed well, are a great medium to do that. Trained “Sales Team” help your brand to stay ahead of the competition.
3. “OPPURTUNITY TO LISTEN” FROM CUSTOMERS
No other medium or form of marketing does more “listening” of customers! BTL Marketing and effective delivery has the immense power of making your customer feel “insider” which makes big difference towards the brand.
Many auto ancillaries fall into the trap of defining role of sales team as “order collection point” while BTL strategies keeps bombarding information to intermediaries with very less recall value. Really, sales team profile should be redefined as “brand ambassadors” delivering the last mile impact of BTL strategies. Some thoughts of integrating BTL strategies with efforts of sales team.
1. CREATE CULTURE OF KNOWLEDGE
Especially in context of Auto Ancillaries, it would be very crucial that we train Sales team to undertake the role of “brand ambassadors” not as “order collectors”. Every interaction where a customer gets an advice or help to enhance the daily business will have a high recall value.
BTL strategies in turn should be equipping the sales team to deliver the customer value. For example, creating a knowledge bank which sales team can deliver to customer after assessing need.
2. CREATIVE DELIVERY OF BTL STRATEGY
So many times, in auto ancillaries, a WhatsApp Message is sent to promote customer engagement, new product announcement and technical guides. Many may agree that just bombarding information has lost its shine. Just think how many WhatsApp we read now a days! Suddenly, consumers became more distracted than ever before.
Customers also face huge clutter (in mind space and retail space) and a creative differentiator in delivering the BTL Strategy would be the need the hour.
For example, consider a road show displaying the new products introduced where the intended customer can actually “look and feel” the offer. The trained sales team can bring incredible value to the process of delivering the objectives of BTL Strategy at the last mile.
3. STRONG CUSTOMER UNDERSTANDING TO DRIVE BTL STRATEGY
Optimizing the customer experience is a great way to get new customers. In today’s context, deeper the customer understanding better the chances of retaining for a longer time.
Manufacturers need solid relationships with workshops, retailers, stockist, and distributors. Customer understanding is critical.
Well trained and knowledgeable sales team are best positioned to give customer intelligence back to the marketing strategist.
This also means that there needs to exist a functional CRM strategy which connects sales team to marketing department. Many a times, the link is weak with lot of disconnect.
I am a firm believer that BTL would be the most effective form of marketing for Auto Ancillaries which primarily operates in B2B. To create a sustainable, differentiating and customer centric BTL marketing strategy, a strong alignment with well trained and well-equipped Sales Team becomes vital. In many ways, it will create the competitive advantage.
In today’s context, the advantages of effective BTL promotions are immense. But it still needs to be delivered in customized way to a targeted customer base which is where the field team play a vital role.
Specifically, in context of auto component eco-system or a B2B industry, BTL strategies cannot be executed in any better way than aligning the objectives with the front-line Sales team.
BTL activities, when delivered by a trained team, help in creating a stronger impact on the audience.
