Below the Line Advertising(Btl)

At a time when the organized cafe concept is mushrooming in the Indian market, our objective is to increase footfalls and create a buzz around the Bru World Cafe in order to differentiate it from the clutter by way of:

* Below the line advertising(BTL)

* Above the line advertising (ATL)

* Digital Marketing

While the primary objective is to increase the footfalls, BWC advertisements on radio, fan page on facebook/ twitter would create the necessary buzz to make people aware of its existence.

Since the Target Audience is someone who is particular about their choices and is on a lookout for new experiences BWC will give them a chance to be part of books clubs & blogging to develop a cult. It is also important to create a WOW factor by:

* Interesting books/magazines relating to travel and lifestyle.

* Roasting of coffee beans to give an aroma burst (in & outside the cafe).

* A graffiti wall of various travellers experiences of places around the globe.

* Free Wi-Fi facilities & promote blogging.

Also discount coupons would be available to the TG at places they frequent like Bookstores (Crosswords), airline ticket bookings, Shoppers Stop, Networking sites(Facebook), BWC website.

The digital marketing campaign would focus on:

* Facebook: for engaging the consumer through facebook applications to create a customised mug for themselves & collect from the nearest BWC.

* Blog: BWC blogs with different contests on travel n expedition, books etc.

* Twitter: as a feedback & suggestion medium and promote the book/travel clubs

* Website: informative and interactive, loyalty card club.

This digital marketing campaign would help in:

* Bringing awareness about BWC.

* Bringing in new customers and thereby increasing the footfalls.

* Engaging the customers and thereby retaining them and making loyalists.

* Developing a cult which would differentiate the BWC from other cafes and establish an...