Creating the BTL Strategy and Calendar: Creating a plan and a strategy for how we will create a BTL Blue print for all our key clusters and stores. The plan to cover a bank of ideas and how to provide most efficient coverage and conversion through BTL activation route.
Idea Bank for BTL activation – Creating a bank of ideas for BTL activation that can be used by the store teams to easily and efficiently connect within their cluster. The idea bank to refreshed periodically to ensure the ideas are fresh, relevant and effective.
Creation of Retail SoPs for BTL to ensure standardization: This role would provide a unique opportunity to build the BTL SOPs on what can be done, how it should be done and the Dos and Don’ts for each of the activities. This is to be done keeping in mind the Brand Essence and stature and at the same time ensuring flawless and ease of execution and effective results for each of the activities.
Cost Control and ROI management – This role would be tasked with dividing the BTL kitty allocated for Retail by region and by cluster to ensure there is logical and equitable distribution basis the business plan and priorities. The effective spend, monitoring of results basis the inputs, monitoring RoI of each idea, campaign and showcasing results with business growth will be a key deliverable.
Digital Tracking Mechanisms for Activities: Create a system for tracking execution of each of the activities and visibility of the same to the key stakeholders within the region and Head Office.
Creating a Vendor and Partner Pool: This role will work with external vendors, partners to ensure we have a vendor pool created for execution and ideation of BTL events, exhibitions and activations. The vendor /partner pool will range from BTL execution agencies to partners like My Gate, Add On Mo etc who can provide databases and help us enter RWAs and building complexes.
Execution Support for BTL activities – Liase with the marketing team and create complete BTL kit for each store with good quality collaterals for each of the activities, get them made through approved vendors and help the retail team in executing the activities
BTL Quality Control and Checks– Creating systems and processes that allows the Store Team to have enough flexibility of choosing the eight BTL option but at the same time ensuring quality control and execution of each of the activity.
