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BTL promotion and marketing

Author: Minal Chavan
by Minal Chavan
Posted: Jan 25, 2019

Companies market their products in many ways. These ways typically grouped into two categories which are above-the-line (ATL) and below-the-line (BTL) advertising. Above-the-line advertising is marketing that is done by ad agencies and includes television, radio and press promotion. The company itself typically conducts Below-the-line advertising.

Whenever a startup, or a small business, begin advertising. It starts with below the line marketing. Below the line marketing methods include comparatively low-cost ways which are targeted towards a particular audience. And the communication is intended to reach directly to the client. Most top companies use a combination of both above the line as well as below the line marketing.

ATL marketing includes television, radio, newspapers or uses other such mass media tools where the shelf life is meagre. Compared to that BTL marketing has a longer shelf life. But it eventually depends on the skill of the marketer, and the strategy that he uses to execute his BTL marketing plans.

Let us first study the various tools of below the line marketing

1. Internet Marketing

It is one of the favourite media of marketing nowadays and considering the mass level entrance of the internet. In fact, till date, various marketers are confused whether internet marketing can still be recognized as below the line.

Internet marketing itself is classified into two types.

Social media marketing –

Marketing through social media channels like Twitter, Facebook, Linked In, Google plus or others. Facebook pages can be used by corporations to offer products to their clients and to get in touch with customers. Sponsored products can be used for promotions. Thus, social media marketing has generally used the strategy of below the line marketing.

Email marketing –

Email marketing scheme does not only include push marketing like the old days. Major Banks and companies communicate various offers to their customers through email to retain them. Many companies have begun tapping into a database via email marketing. Many blogs and affiliate sites are also using Email marketing to sell products.

1. Outdoor advertisements

Another massive tool for BTL marketing, outdoor advertising has been used for ages in the field of marketing. In fact, where outdoor advertising mainly included large billboards, they have now moved to using large televisions or pixel screens in public spaces like restaurants, parks, etc. And the hoardings are reserved for highways or out of city locations.

2. Sales promotions

Sales promotions are temporary methods to improve sales by attracting new customers and encouraging existing customers to purchase more. Although offers may be short-term, there is a belief that trial of the firm’s product will create brand loyalty.

3. Banners, brochures, Pamphlets, paper inserts

You can utilize the list of different paper material for BTL marketing. You can use visiting cards, flyers, pamphlets, banners, brochures, paper inserts, anything and everything that your mind can think.

Simply, BTL activity focuses on communication between the target audience and the brand.

Global Advertisers is specialized in different, result-oriented and impressive BTL advertising will help you in advertising your product without spending much.

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About the Author

Minal Chavan Sales and Marketing at Global Advertisers - The Ultimate Choice in Outdoor Advertising. (Mumbai, Maharashtra, IndiaMarketing and Advertising)

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Author: Minal Chavan

Minal Chavan

Member since: Dec 11, 2018
Published articles: 38

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