Table of Contents
Riyo BTL ADVERTISING
Hi all, I’m Somnath Chatterjee, Marketing Manager of a mid-sized healthcare chain in Delhi NCR. Today I will share how Riyo BTL advertising company helped us. Before, our BTL (Below The Line) campaigns were all over the place. We ran ads, leaflets, and promotions, but never knew what really worked. Then we started working with Riyo BTL advertising, and things started to change. They showed us how to plan campaigns that were simple and focused. Soon, we started seeing results. We were receiving many more calls from patients, and an impressive number of people were visiting our clinics. Finally, our marketing felt useful and effective.
Situation
Things were going all right. But a few months ago things started to change for us. Like all other organizations no matter small or big, we were also hoping that our growth will happen very fast. We always provided quality service to our customers and they never complained about our service. But things suddenly changed a few months ago and we started pouring a lot of money into digital ads. We were unable to understand what was actually happening! We were visible online, but I understood that something was missing.
We started our new clinics in cities like Rohini, Pitampura, and Dwarka and we were hoping for a steady response. But when we started our journey in these cities we weren't getting minimum walk-ins! What we thought would be very impressive really made us depressed. It is true that we were getting clicks and impressions but the local awareness around our clinics was absolutely missing. Our brand was live and was very much visible online. But those in the immediate neighborhood hardly knew that we existed. The management was worried and they were looking for maximum local engagement—and we understood that we needed something meaningful than just mere online traffic. We were in search of real leads, walk-ins, and sales.
Problem
- Despite our routine digital campaigns, the local awareness around the clinics was not strong.
- We didn't have a well structured BTL strategy—We were not visible in the local markets, societies, or transit touchpoints.
- Our marketing team didn’t have the right partners for planning and running experiential, hyper-local BTL activities like clinic promotions, society activations, or street events.
- The leadership team was under a lot of pressure to show results. They wanted to improve cost-per-lead (CPL) and return on ad spend (ROAS) from offline activities, not just ATL (Above The Line) branding.
Solution
Strategic Intervention
In this kind of a situation, the Riyo Btl advertising company in Delhi stepped into the picture. We told them everything and they identified our problems very quickly and they designed a BTL funnel that was tailored for the high-intent local customers. They always used the BTL advertising strategy to take a focused approach, working within 3–5 km of each clinic to increase local awareness.
Targeted Catchment Mapping
They carefully studied the areas around each clinic, including residential societies, markets, and busy transit points. This helped make sure the BTL advertising reached the right people near our clinics.
On-Ground Activations
Here’s where things got interesting:
- Health check-up camps and mini-events were set up in nearby housing societies and community halls. This not only brought people to the clinics but helped them connect with our services in their own neighborhoods.
- Kiosk setups at busy markets with free basic tests and consultations with our doctors encouraged foot traffic.
- Clinic branding such as standees, wall posters, and reception posters were placed around the clinics, along with local wall ads where appropriate.
Transit & Micro-OOH (Out-Of-Home) Advertising
Riyo Advertising put up panels on auto-rickshaws and posters in local chemists, diagnostic centres, and other nearby clinics. This kept our brand in sight as people went about their day and made sure we were always “near the point of need.”
Integrated Tracking
One of the best things Riyo did was make sure every touchpoint could be measured.
- QR codes on posters and kiosks led people to appointment forms.
- Missed-call numbers and WhatsApp numbers were included on all BTL creatives, making it easy for potential patients to reach us.
- Lead capture sheets at events helped log important details like names, phone numbers, and interest areas, ensuring we had the data we needed to follow up.
All of this worked smoothly with our ongoing Google Ads, social media, and remarketing campaigns. So, people who noticed our brand offline were later reminded online with the right offers, making the whole experience feel connected and easy.
Gain
Within a few weeks, we got remarkable results:
- Noticeable incremental walk-ins: We could track these walk-ins back to QR scans, missed calls, and event registrations.
- Lower CPL: The cost-per-lead from BTL campaigns was much lower compared to our broader, city-wide digital campaigns.
- Stronger local brand recall: Patients began mentioning the society camps and nearby posters as their first touchpoints. They recognized our brand because of the on-ground presence.
- A repeatable playbook: We now had a BTL playbook we could roll out to new locations. We were no longer relying on gut-feel spending, but rather working with clear metrics like impressions, leads, calls, and ROAS.
Conclusion
What sets Riyo Advertising apart from the others is their strategic approach and tremendous focus on real engagement. They didn’t just help spread our name. They helped us talk directly to the right people and see real results. With their support, our BTL campaigns moved beyond basic awareness and started bringing real leads, walk-ins, and sales.
We are now confident that we can use the same strategy in other locations. We know it’s not just about visibility, but about getting verifiable responses that help our business grow.