Westfield Complex: BTL Techniques and Promotional Strategies

This report provides a comprehensive analysis of Below-the-Line (BTL) techniques and their integration with promotional strategies, using the Westfield Stratford City shopping complex as a case study. It details various BTL methods such as direct mail, door-to-door marketing, and email marketing, and discusses how they can be linked to a company's overall promotional strategies. The report explores the application of mobile marketing and its potential impact on BTL techniques. It includes the development of a promotional plan for the Westfield Complex, covering target audiences, objectives, and the integration of online and social media marketing. Furthermore, it presents a detailed budget for the promotional campaign, employing the objective and task method. Finally, the report emphasizes the importance of measuring the effectiveness of the campaign through continuous monitoring and benchmarks, along with a list of references to support the findings.

Advertising and Promotion

LO 3.1 Below the line (BTL)
techniques
 It is a type of promotional srategy which uses
methods other than TV, radio, film, internet, etc.
 It reaches out to customers using different direct
methods rather than through a middleman.
 Such advertising strategies are centered on
specific localities or areas, i.e. only some very
particular target customers.

Different BTL Techniques
 There are various techniques and methods of
below the line promotions. Some of them are
presented as below:
 Direct Mail Marketing
 Door to Door Marketing
 Exterior Location Marketing
 Email Marketing
 Public Relations

LO 3.2 Integrating BTL Techniques
with company's promotional
strategies In order to create a link between BTL techniques
and promotional strategies, there are various
tactics that can be used by management at
Westfield Stradford City.
 Through following points, such an integration
can be made:
 Press conferences
 Email marketing

Integrating BTL Techniques with
company's promotional strategies
 In order to create a link between BTL techniques
and promotional strategies, there are various
tactics that can be used by management at
Westfield Stradford City.
 Through following points, such an integration
can be made:
 Press conferences
 Email marketing

Other BTL Techniques
 There are many more techniques of BTL as
well that companies need to identify and use in
a proper and effective manner. Some of them
are:
 Loyalty Programs
 Free/Extra Products
 Contests and Sweepstakes
 Demonstrations

Use and impact of 'M' marketing on
BTL techniques in the future
 Here 'M' marketing stands for Mobile
Marketing.
 It can be used in a variety of ways.
 Mobile messgaes can be delivered to customers
about promotional or discount offers.
 In future it could eliminate activities such as
door to door marketing; exterior location
marketing; email marketing, etc.

LO 4.2 Development of promotional
plan for Westfeild Complex
 Techniques of online marketing as well social media
marketing can be used by the firm for promotional purposes.
 Organizational and environmental analysis.
 Target audience – New generation shoppers, i.e young adults.
 Objectives for the company:
 Advertising the shopping complex as an evironment
friendly place
 Improving the sales by 7%.
 Increasing customer base.

LO 4.3 Integration of promotional
techniques
 Here different promotional and marketing
strategies would have to be launched at the
same time.
 Personal selling and sales promotion activities
can be linked to one another.
 Use of social media marketing can be useful in
this regard.

LO 4.1 Budget for the campaign
In the following table, a budget for promotional plan of Westfield
Straddford City's shopping complex is presented:
Activity Amount ( ￡ 000)
Advertisement (both online
and offline)
￡ 4500
Sales Promotion Activities ￡ 2000
Publicity ￡ 5000
Total ￡ 11500

Cont....
There are various methods of developing budget for integrated promotional
strategy such as Percentage of Sales method, All You Can Afford method,
Competitive Parity method, Objective and Task method and All Available
Funds method. But the appropriate budgeting method for Westfield
organization is objective and task method. The budget development
process through this technique is as follows:
Objectives of the advertisement budget:
 Calculation of suitable cost of various activities of advertisement and
promotion of Westfield complex.
 To assign accessible funds on assorted tasks.
 To cut down the total cost of advertisement by effectual financial
management.

Cont....
Tasks of advertising budget formulation:
 Examining financial position of organization.
 Determining the financial needs and accessible finance of Westfield
complex.
 Distinguishing major financial resources to obtain the funds for
promotional plan.
 Assigning finance on different states of promotional plans and strategies
and for this, organization needs to apply activity based costing method.
 Assessment of budget performance by using monitoring and evaluation
method.
 Investigation of variance by identifying difference between actual and
expected performance of budget.