BTL marketing is usually a practice that involves different types of promotions that doesn’t include the use of any type of mass media. Whenever a relatively small business starts up, the prominence goes to below the line marketing.

BTL marketing is usually a practice that involves different types of promotions that doesn’t include the use of any type of mass media. Whenever a relatively small business starts up, the prominence goes to below the line marketing. This is because BTL is one of the methods wherein a business is able to target a specified audience, and all communications are meant to directly reach the customer. Many companies, in order to reach a wide range of customers and to increase the conversion rates, tend to use both BTL and ATL marketing techniques. ATL mostly revolves around television, newspapers and radio, where the longevity of the ad tends to be very low. BTL on the other hand has a longer and larger shelf life, but it all boils down to the marketer and the capabilities and strategies that are going to be used.

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Outdoor Advertisements

Outdoor advertising is one of the biggest tools that can be used in marketing, and it has been used for years to successfully communicate with the targeted audience. All around the world these tools are successfully being used. Large billboards Melbourne for example, can be put up in publicareassuch as restaurants and parks and can be used as great vantage points to attract customers through BTL. One of the goals of outdoor advertising is the prospects of pulling in a greater number of mind share from the customers. When the customers are out buying the product,they should be able to recall the ad which they saw while driving down the road, or walking in the park, this is what brings in the return on investment as well as the equity of the brand. Although having said that, it can be rather difficult to be able to calculate the exact return on investment through outdoor advertising.

Sales Promotions

eCommerce companies are on the rise and have been performing rather well; one of the many reasons for this is the fact that they thrive on discounted sales offers. These sales promotions too fall under the banner of being below the line, which invariably helps companies to sell in large quantities and increase their revenue. Sales promotions are not only targeted at customers but can be aimed at dealers as well. The dealers can be given discounts which motivates them to buy more, and then also receive an advantage when selling the products due to the higher margin than was initially given.

Brochures and Pamphlets

There is no end to the amount of paper material that can used during BTL. You can use anything from flyers to pamphlets to paper inserts in anything and everything, which ultimately gets to the consumer. Marketers have now put into play vehicles with rotating ads on the sides, which are instructed to be driven around in specified areas targeting a certain group of customers. It must be said that below the line marketing is on an ever-evolving trend and when one method is moving towards being less regarded, marketers put on their thinking caps and come up with other ways to get the attraction flowing.