PROMOTIONS
PROMOTIONS in Events management is one of the most important aspect, it is the process of planning, organizing, and executing events to achieve specific goals for promoting a brand or cause etc. Thus, Promotions in events management are business promotional activity which helps in promotion of business by using BTL(Below-the-line) advertising techniques like trade shows, pamphlet distribution etc.
Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. These methods tend to be less expensive and more focused versus above-the-line strategies. Above-the-line methods are ideal for general brand awareness, while below-the-line tactics are preferable for fostering direct relationships with potential customers.
Event promotions is one of the most important aspects of any events management so as to attract many attendees. Successful promotion helps to establish a brand and create demand for a product or service with future consumers. Thus a well-planned and successful promotional campaign is extremely useful for brands and businesses. There are multiple elements involved in these activities and different ways of reaching a target audience.Â
Promotional Event can include a wide range of events, like wise:
- Corporate events, such as conferences and trade shows, Sporting events, Cultural festivals,
- Exhibitions, Product launches, Charity galas, Government summits,
- Personal celebrations, such as weddings and birthdays etc
We at INNOVATIVE MEDIA work closely with clients to understand their vision, budget, target audience, and overall goals for the event and then translate these requirements into concrete plans.Â
benefits of BTL promotional business activity
- Ceates brand awareness
- Reached targetted audiences
- Cost effective
- Enables easy evaluation of market activity
- Personalised approach
- Better customer relation management
SOME VARIOUS TYPES OF BTL BUSINESS PROMOTIONAL ACTIVITIES
- Roadshows
- Canopy Activity
- Look Walker
- Mall Activations
- Instore Promotions
- Market Storming
- Free Sampling Activations
- Product Launch
- Exhibitions
- Fashion Shows
- Clubs & Entertainment Places Activations
- RWA Activations etc
SOME KEY ELEMENTS IN THESE ACTIVITIES
First and foremost there is client acquisition and then Promotion BTL activity also involves many aspects, including:Â
- Logistics: Handling logistics, such as selecting a venue and arranging catering
- Coordination: Coordinating vendors and ensuring the event runs smoothly
- Marketing: Using various channels, such as direct mailers, social media, and digital marketing
- Budget management: Managing budgets and timelines
- Team coordination: Coordinating with a team to create memorable experiences for attendees
Apart from client acquisition and various aspects of Promotion BTL activity, the main elements in these activities are as follows:Â
1. Planning : Planning of event is one of the most important and foremost step in any BTL promotional activity. As someone has rightly said that ” Falling to plan is planning to fail “. Planning begins when we keep in mind what goals needs to be achieved by BTL promotional activity, and then deciding upon the remainder of the steps to be taken right from planning to execution of the events
2. Location Selection : Selection of locations like Malls, clubs, shops depends on factors such as type of event, accessibility, foot traffic, costings etc. for example mall rental charges vary depending on factors such as location, foot traffic and mall prestige etc. On average mall charges can range from ₹20,000 to ₹1,00,000 per day. Similarly shops, petrol pumps, clubs etc have different charges depending upon variety of factors.
3. Fabrication : The fabrication depends on size, design complexity, materials used, and additional features like lighting and branding whether it is fabrication of a stall or stage. Fabrication is basically specializing in creating custom-built structures, props, displays, and installations for events, exhibitions, retail spaces, and more. The cost of fabrication services varies widely based on factors such as the complexity of the project, materials used, labour involved, and any special requirements. Stalls and stages are designed with the help of softwares or models as per requirement, once a design is selected then people and material is employed to give final shape to the design. Wood, Aluminium, PVC is commonly used in fabrication. At the same Acrylic, Flex, Fabric etc is also used as per requirements. We mainly do our own fabrication and at the same time we have collaboration with other agencies for fulfilling customers needs.
4. Branding : Branding is a very wide term, but here by branding we mean logo design, designs to be put on stalls and stages, standees, catch phrase, visual design identity, types of games & entertainment, design and purpose of printables like flyers, posters etc. One can also safely say that branding is closely related to designing and printing. Cost of branding can also include the cost of designing and editing which can be done by freelancers or agencies for a charge. Cost of branding vary depending on the type of branding, such as banners, posters, stickers, etc., designs to be put and the size and location of the branding space. Basically it includes conceptualisation and designing. Prices can range from ₹3,000 to ₹30,000 or more.
5. Printing : Printing costs depend on factors like type of prinitable, material used, size, quality, and quantity etc. but it mainly depends upon types of printable like catalogue, brochures. flyers. posters, banners etc. type of material is also very important, printing is generally done on paper and its various sub types like glossy paper, photo paper etc, printing is also done flex, vinyl, acrylic as they give a good look and long lasting, printing on paper have many ranges, Flex printing costs depend on factors like size, quality, and quantity. Prices can range from ₹10 to ₹100 per square foot. Large-scale printing projects may offer discounted rates.
6. Side Materials : Depending upon the type of activity side material is also used like canopies, standees, promo tables, canter trucks, mikes and sound systems, video cameras etc. Canopy, sound systems, light system rental charges vary based on size, quality, and duration. Prices typically range from ₹500 to ₹5,000 per day. Canter rental charges depend on factors such as distance, duration, and size of the vehicle. Prices can range from ₹5,000 to ₹20,000 per day.
7. Manpower : Manpower like anchors, promoters, host/hostesses, models, dancers, singers, comedians etc can be needed as per events requirements. As such without manpower events just cannot function. different manpower comes at different prices depends on the type of manpower, types & duration of the event etc, Host/hostesses and promoters come at price range from ₹1,000 to ₹5,000 per day. models and other specialised manpower come at a premium price ranging from ₹5,000 to ₹50,000 plus per day. Even celebrities are also needed in events and they come with their own price tags.
8. Miscellaneous : Various cost like police permission, manpower training, documentation, management fees, GST etc can come up and will be handled eventually.
COSTINGS INVOLVED
- Note: For any type of contract agreement and advance is mandatory as well as purchase order (PO) in some cases. We do not work without any of these. ↩︎