BTL advertising · Marketing
The lift panel is cheap, and the association's permission is what you are buying.
Below the line (BTL) advertising is bought site by site: societies for a month, a mall kiosk for a weekend, IT park food court screens for a fortnight. The rate per site is small next to a hoarding. The permission is the hard part.
In one paragraph
BTL advertising is the media buy inside private and controlled places: apartment societies, malls, IT parks, campuses and stations. A lift panel, a lobby standee or a weekend kiosk reaches people at home or at work. GullySales picks the locations around your catchment, confirms the permission that gates each one, and coordinates the booking with the site or its media agency.
An apartment campaign does not start at the printer. It starts with the association or the facility manager agreeing in writing. Plenty of societies say no, charge a fee of their own, or allow a notice board and nothing else. A vendor claiming two hundred societies has a working relationship with a handful of facility managers.
Malls and IT parks are controlled the same way. The mall's marketing team allots your kiosk position, takes a deposit, and decides whether your staff may approach shoppers or must wait to be approached. A college campus goes through the administration, and the answer depends on where the term has reached.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Standees were printed for sixty societies and forty said no”
Production ran ahead of permission, which is the usual order and the wrong one. Written approval from each association comes first, then the print order matches what was actually cleared.
“The kiosk ran on a Tuesday morning in a residential society”
Everybody it was meant for was at work. A society kiosk belongs to the weekend and an IT park kiosk belongs to the lunch hour, so the day is worth more than the location.
“Nobody can say whether the media went up”
Forty societies is forty places you are never going to visit. Without a dated photograph from each, you are paying for display on trust, and some of it comes down the next morning because the security staff were never told.
“The mall gave a position nobody walks past”
Kiosk spots inside a mall are allotted rather than chosen. The one beside a service lift on a weekday is priced close to the one outside the food court on a Sunday.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Location list by catchment
The specific societies, parks and malls inside the distance your customer will actually travel, with what sits around each one.
Permission confirmed in writing
The association, facility manager, mall marketing team or campus administration agreeing what may go up, where, and for how long, before anything is produced.
Format chosen per site
Lift panels, notice boards, lobby standees, gate arches, food court screens or a staffed kiosk, picked by what that site allows rather than by what the vendor stocks.
Print and installation coordination
Artwork produced to each site's measurements, delivered with the approval letter, and put up on the date the site agreed.
A traceable route
A number, a QR code or an offer code used at these sites and nowhere else, so an enquiry can be put down to the society it came from.
Dated display proof
A photograph from every site with the date on it, collected once the campaign starts and again before it ends.
Renewal and removal
Media taken down on time or renewed with fresh approval, so nobody is paying for a torn poster a watchman removed in week two.
How the result is measured
- Sites with written permission against sites approached
- Dated display photographs received
- Enquiries on the campaign number by site
- Names collected at each staffed kiosk day
- Cost per enquiry by society, park or mall
Recorded as a baseline before work starts, then reported every month against it.
Who it is for
This is written for you if these sound familiar.
- Clinics and dental practices selling to the households within a few kilometres of the door
- A restaurant or grocery store opening where its customers already live
- Schools, coaching centres and fitness studios advertising in the societies their students walk from
- Financial services and travel businesses reaching salaried buyers inside an IT park at lunch
- Home services and repair trades who need a number on the notice board before the tap leaks
Not for
It is not the right fit if.
- Businesses selling to another city, since every unit here is one building
- A campaign that has to be live next week, because approvals take longer than printing does
- Anyone expecting the medium to report back, as a lift panel counts nothing
How it works
From your first message to the first monthly report.
No open-ended retainer. Each step has a point in time and something you receive.
01 · Day 1
Free audit call
45 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
02 · Within a few working days
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope and fee come with it, in writing.
03 · Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later month has an honest comparison.
04 · Month 1
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
05 · Every month
Report against the baseline
What moved, what did not, and what changes next, in plain words.
06 · Month 3 to 6
Renew on the numbers
The term ends and you decide whether to continue from the results. No twelve-month lock.
How the BTL advertising work runs
- 1
Draw the catchment
We start from how far your customer travels to you, which for a dental clinic is a very short distance and for a school is the route of its bus.
- 2
Get permission before anything else
Each society, mall, park or campus is approached for written approval of the format and the period, and the list is cut to what actually clears.
- 3
Buy site by site
We coordinate the booking with each site or the media agency appointed for it, and compare what they charge for the same format.
- 4
Produce and install
Artwork is made to each site's measurement and installed with the approval in hand, so nothing goes up that can be pulled down.
- 5
Collect the proof and the response
Dated photographs and the response on the campaign number are read together each month, and the next round drops the sites that gave nothing.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every monthly report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No lock-in, no guarantees we cannot keep
Three to six months at a time. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 45-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
A three-to-six-month programme
We run the work month by month, report against the baseline every month, and you renew on the numbers. No twelve-month lock.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 45-minute call with the person who will do the work
- A written, scored report on the six places orders leak, within a few working days
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from a brand activation?
Can you get us into any apartment society?
Which works better, a lift panel or a kiosk?
How do we know it produced anything?
What does a BTL campaign cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
BTL advertising, written for your industry.
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