D'Art Design

BTL Marketing is paradoxical to the ATL activities in traditional means. The takeover by BTL started with the advent of social platforms as the tool to reach the targeted audience and search for new markets. Who visioned that the advertising would be so handy? The insight view towards the behavior (search) of the consumer enables BTL marketers to place advertisements accordingly. The device mapping which is laced with demographic, geographic research leads to understanding what’s ‘creating a buzz in the market and what consumers are ‘searching about’. Keeping the insights in mind, a proper BTL marketing strategy is made and placed for brand positioning. But first of all, we need to know how BTL marketing works: The BTL marketing is a strategy used to promote products/services in a more personalized way/manner than those in ATL marketing. Activities such as direct mail campaigns, trade shows, catalogs, telemarketing, free sampling, exhibitions, and targeted SEM (Search Engine Mark...

Events were always an integral part of society. Humans being social creatures cannot live in alone space, they always mingle around with each other. And events (whether a party, ceremonial or promotional) drive that ‘mingle factor’ to club ‘homo sapiens’. Not to attend and enjoy only, an event takes a proper event planning (from the scratch) and ‘if we say for the current times, technology has been integral in every event right from planning, inviting(guests) to execution. So let’s clear the clutter by dividing the event happenings into three-time periods: 1.     Past Events were always a ‘Hoopla in Disguise’ just from the times of Cleopatra(the first-ever event planner). Her(Cleopatra) first instance of the event - “She entered a meeting to which she drifted down the Nile river on a boat, which was filled with candles and perfume, ‘a set’ to awe Mark Anthony.” At that time, limited communication slow downed the pace, as messages (invitations) were hand-delivered and took...

Brands nowadays are more concerned about the visibility factor, as survival in the competition is the key. For that purpose, they rely on a retail agency that can provide brand identity in a sustainable way. What’s the successful Brand Activation strategy? A successful Brand Activation strategy is the one that can transform the insights into business realities. The one that can make brand positioning an effective way of placing the brand in the course of brand identity. Though a brand activation strategy is dependent on different variables such as objectives, resources(available), and the industry that changes ‘company-to-company & strategy-to-strategy’, but to make it successful an agency with an experienced team is required. The R&D for the same not only includes the study of brands’ target audience & demographics but also their approach on how they want to present in relation to recent times. A communication strategy is planned which includes brainstorming of ...

  Stores nowadays are both physical and digital. With the emerge of e-commerce, the footfall in physical stores is kind of affected. People are more into their comfort and they want to be too while shopping. Who doesn’t like ‘a retail store on hands’? The store layout is more eye-catchy with more effective UI and you’re just a ‘click away’ to make the shop. But what advantage a physical store have on an online store? The experience. Physical retail stores proffer an in-hand experience of the products and then the brand builds relation with the customer to trigger the repeat purchase. For that, extravagant retail store designs are laid to provide the experience which retains for a longer period. The open spaces in a store have their own ‘experience talk’. The space speaks “literally” for itself. And the designers utilize it in the most effective way to narrate brands’ story to their TG. As India is the fifth largest retail destination globally, despite the increase of 76% of co...

Experience can be considered as the long-lasting effect, either provided or self-instigated about an event, happening, or any kind of activities. From the advent of the 21st-century people are expecting or getting experiences everywhere they go(literally). Did you feel that? The dimension talk is among some of the factors that incite the experience. Right from the hippocampus, we start the process of preserving and retrieving experiences and people nowadays are going only for that single thing. The design industry is a giant in appending them in both (2 and 3) D. The retail industry by incorporating the design industry is into creating retail stores which are capable of providing the shopper experience which is enduring, triggers repeat purchase, narrates brand’s story, and helps brands generate required ROI. Making a perception that experience is directly proportional to both retail design and the shopper, and by adding both of them we can measure the respective footfall(approx.). It...

Design is an Experience. What is Experience? Experience is the knowledge that one gets when he uses a product or service and stays with the person for a lifetime. Experience can be classified into three layers: 1.      In this layer is where a customer gets an experience using a product or service 2.      In this layer, by revamping the retail experience  we can improve it before providing it to the customer with instant gratification 3.       In this layer the consumers are being provided with a transformational experience such as Phygital connect, 360 -degree experience, and many more. Customers always remember the experience they had so brands’ focus should be on creating the best of experience for the customer. The retail industry has transformed with time and technology thus imposing greater challenges for the retailers in terms of customer experience, which has evolved with the changes in industry trends. Init...