Consumer durables companies are increasingly focusing on below-the-line (BTL) marketing activities to lure consumers, who it would seem are numbed by the deluge of above-the-line advertising. The new tack is not confined to just retail ambience or display.
For the first time, the company is planning 40 roadshows across nine cities in the country, putting up mini-exhibits at malls and multiplexes, displaying and retailing its high-end offerings including LCD TVs, plasma display panels (PDPs) along with refrigerators and digital products like digital cameras and digital camcorders.
About 50 per cent of Samsung’s marketing spend this year would be on BTL activities this year, up from 40 per cent last year.
Newer products like MP3 players – to be launch by March end – it has planned product demonstrations in college campuses, apart from product displays for LCD TVs and PDPs at residential complexes.