BELOW THE LINE MARKETING
Professionals who work in a corporation’s marketing and promotion departments seek to get the attention of key potential audiences through advertising. Promotions are targeted to certain audiences and may involve catchy phrases or slogans, memorable packaging or graphic designs, and overall media exposure. Marketing is the process of teaching consumers why they should choose your product or service over those of your competitors, and is a form of persuasive communication. It is made up of every process involved in moving a product or service from your business to the consumer. Marketing includes creating the product or service concept, identifying who is likely to purchase it, promoting it, and moving it through the appropriate selling channels. The sole aim of marketing simply put is the promotion of buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses.
Advertising and marketing are an extremely essential part of the business world. If you have a good product or an efficient service to offer, you must master the art of selling it. Some agencies stick to conventional advertising methods, and other leading players are resorting to fresh and modern advertising methods. Advertisers are now experimenting with ideas that are truly modern and innovative. Advertising is a powerful tool that businesses have used for ages in reaching potential customers to purchase their products or services, as well as reinforcing faith in the business of existing customers.
The key to successful marketing is finding the right marketing strategy including your message, timing, and method of communication to reach and influence your consumers. There are two ways in which marketers conduct promotional activities. They either advertise the product for the market as a whole or they create a focused communication for a specific customer group. Today, these marketing strategies fall into two distinct categories – Above the Line (ATL) and Below the Line (BTL) activities. In this article, we will hinge our content on Below-the-line marketing
CONCEPTUALISING BTL
Ever since experiential marketing solutions came into existence, BTL activities have completely taken over the traditional form of marketing. Below the line activations create a niche for a brand while allowing it to connect with audiences.
Marketing trends keep on changing with time, to gain the desired goals, marketers must be well versed with the latest digital forms of marketing that will help a brand to gain a much-desired hike.
Below-the-line marketing is a marketing strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. The main types of below-the-line advertising systems include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. BTL activities are creating a buzz in the current scenario and are blooming with full potential, delivering excellent results. Digitalization has taken a troll all over the world and marketers are researching more innovative ways to promote their brand while connecting and engage their audiences. In the world of digitalization, where a target audience is found on various social media platforms without any geographical boundaries, BTL activations play a great role to catch the audience’s sight while giving exposure to the brand. Below The Line marketing activities allow a brand to build a relationship with its customers which later results in Brand loyalty and an increase in the sales lead.
The major advantage of BTL advertising is that the results of the campaign can be easily tracked. ROI is also higher here. Additionally, campaigns can be tailored for different subsets of consumers within a single segment.
Executing BTL
Use of Billboards, Flyers, banners, sandwich boards, and so on
SMS, emails, social media posts, pamphlets
Events, competition
Press conferences, viral marketing
Visual merchandising, retailer pop-ups, sampling, sales promotions
There’s no hard and fast rule to marketing that works each time. Instead, companies often subscribe to multiple strategies but Flyer distribution is one of the underutilized strategies which if efficiently implemented can bring about effective marketing. In our next article we will focus on Flyer distribution, what it is, and various methods of flyer distribution, and some other aspects of flyer distribution
