Bangalore: Learning from innovative marketing strategies of fast-moving consumer goods and youth marketing brands, technology companies too have discovered below-the-line marketing strategies.

The favourite place for youth brands are malls and retail outlets, while tech companies find their target audience at airports.

Webex, the Bangalore-based provider of technology solutions for online meetings and conferences, has set up an interactive kiosk inside the Bangalore airport''s waiting lounge, in the area ahead of security clearance. With fliers waiting to board the aircraft, the waiting time is optimised to experience a demo of Webex''s product offerings. The Delhi and Mumbai airports too will soon see these kiosks.

Delivering the message is the second-level clincher. Webex''s kiosks convey that with its Web conference solution, they don''t really need to travel or be physically present at meetings. Webex''s solutions assist in cutting travel-time and consequential productivity improvements.

According to Dhar, Webex has received around 600 legitimate registrations at its kiosk at the Bangalore airport.

Similarly, APC-MGE, the UPS (critical power backup) and cooling services for IT equipments, had also set up kiosks at the Bangalore and Mumbai airports a while back.

Pankaj Sharma, country general manager, APC-MGE, India, Sri Lanka, Bangladesh region, is of the opinion that these kiosks are effective tools for brand building, as opposed to product sales.

APC-MGE''s products include extended run time battery for laptops, mobile power pack for mobile phones and ipods that allow travellers to power their devices during travel, travel mouse, and biometric devices.
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