In the marketing world, there are different techniques and strategies that can be used to promote a company’s products and services. One of these techniques is Below The Line Marketing or BTL.
In this article we explain everything you need to know about this technique and how it can help you achieve your business goals.
What is Below The Line Marketing?
Below The Line Marketing (BTL) is a marketing technique that focuses on promotion and advertising in non-conventional media, such as point-of-sale promotions, events, sponsorships, direct marketing, direct mail, telemarketing, among others.
The objective of BTL is to generate a direct and measurable response from consumers, using more personalized communication techniques focused on specific consumer groups.
Therefore, among the advantages of this technique are the possibility of reaching more specific and personalized audiences, the ability to more accurately measure the impact of marketing strategies, the flexibility to adapt to the needs and characteristics of each market and the possibility of creating closer and more memorable brand experiences for consumers.
Differences between Below The Line Marketing and Above The Line Marketing
Above The Line Marketing (ATL) and Below The Line Marketing (BTL) are two different approaches used by companies to promote their products or services. Both approaches are important and complementary, but differ in several aspects.
The main difference between BTL and ATL is the way in which advertising messages are communicated. Above The Line Marketing (ATL) is a form of mass advertising that uses traditional media to reach a broad audience. ATL media include television, radio, newspapers and magazines. This approach is useful for building brand awareness and increasing visibility, but is not very effective for reaching a specific or targeted audience.
In addition, in terms of costs, ATL marketing is usually more expensive, since it requires a large investment to reach a wide audience. On the other hand, BTL marketing is usually more economical and effective in reaching a specific audience.
Examples of Below The Line Marketing
BTL includes a wide variety of promotion and advertising techniques, here are some examples:
- Point-of-sale promotions: Discounts, offers, gifts, free samples, product packages, etc.
- Events: Tastings, exhibitions, fairs, competitions, sporting and cultural events, etc.
- Direct marketing: Direct mail, telemarketing, email marketing, text messaging, etc.
- Point-of-sale advertising: Posters, brochures, point-of-sale advertising, etc.
- Merchandising: Promotional items, such as T-shirts, caps, mugs, pens, etc.
- Guerrilla marketing: creative and unexpected actions to attract consumers’ attention, such as flashmobs, graffiti, street actions, etc.
- Influencer marketing: Collaboration with influencers on social networks to promote products or services.
- Experience marketing: Create a unique and memorable experience for the consumer, such as exclusive events, tastings, concerts, etc.
- Loyalty marketing: Loyalty programs, discounts for frequent customers, rewards for referring friends, etc.
How can BTL help your Digital Marketing strategy?
Below The Line Marketing can be a very effective tool to complement a company’ s Digital Marketing strategy . While Digital Marketing focuses primarily on engaging consumers through online channels, Below The Line Marketing focuses on reaching consumers in a more direct and personalized way.
This means that by combining both techniques, a complete and well-balanced marketing strategy can be created that is tailored to the needs and preferences of consumers. In addition, Below The Line Marketing can help companies create a closer relationship with their consumers, which in turn can lead to greater customer loyalty and retention.
In short, by incorporating these techniques into your Digital Marketing strategy, companies can achieve greater impact and a stronger connection with their consumers, which translates into better sales conversion and greater success in the marketplace.
Tips for implementing a Below The Line Marketing Strategy
Implementing a Below The Line Marketing strategy can be an excellent way to reach consumers in a more direct and personalized way. Here are some tips to help you create an effective strategy:
- Clearly define your objectives: Before you start implementing any marketing technique, it is important that you clearly define your objectives: What do you want to achieve with your campaign, do you want to increase sales, generate more brand awareness, build customer loyalty, etc. By clearly defining your objectives, you will be able to design an effective strategy and measure your success. By clearly defining your objectives, you will be able to design an effective strategy and measure your success.
- Know your audience: It is important to know your target audience well: What are their needs, interests and preferences, how do they behave and what are their buying habits? By knowing your audience well, you will be able to design a strategy that adapts to their needs and is attractive to them. In our blog we explain you how to define your buyer persona.
- Be creative: One of the advantages of Below The Line Marketing is that it allows you to be more creative in the way you communicate with your consumers. Think of innovative and creative ideas that will catch their attention and involve them in your campaign.
- Personalize your message: One of the main advantages of Below The Line Marketing is that it allows you to communicate in a more personalized way with your consumers. Use this opportunity to personalize your message and make it more relevant to them.
- Measure your success: When implementing a Below The Line Marketing strategy, it is important to track and measure if it works in order to adjust this strategy in the future. You can use metrics such as sales, number of participants in your events, response rate to your promotions, etc.
By following these tips, you will be able to design an effective strategy that will allow you to connect in a more personalized way with your consumers and achieve your business objectives.
In conclusion, Below the Line Marketing is a very effective marketing strategy to reach a specific target audience and generate a direct and effective response in terms of sales and customer loyalty. If used properly and adapted to the needs and characteristics of each market, it can be a very powerful tool to promote a company’s products and services.
Would you like to try it? If you have any doubts, you can write us in the comments or contact us.