Below-the-line advertising (often referred as Below the Line promotion/ Below the Line marketing / BTL marketing / BTL advertising) consists of very specific, memorable and direct advertising activities focused on targeted groups of consumers.  Often known as direct marketing strategies, below the line strategies focus more on conversions than on building the brand.

To make it simpler –

Below the line marketing include direct marketing strategies directed to specific target groups and focused on conversions rather than building the brand.

Examples of Below the Line Promotion

Outdoor Advertising

Outdoor advertising is usually done in public places and are constantly on display, have a greater (and more targeted) reach depending on the locations. They include Flags, Banners, Wraps, Billboards, etc.

Direct Mail Marketing

One of the most personal strategies used by marketers, direct mails (e-mails, text messages, etc.) are tailor-made messages about the brand or different offers drafted according to the needs of each customer. Hence this BTL strategy could result in more conversions if planned properly.

Sponsorship

Sponsorship is a partnership with different corporate or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.

Brand Activation

Brand Activation is the art of driving consumer action through brand interaction and experiences. The key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections.

In Store Marketing

Marketing activities done within the retail store are called In-store marketing activities. These below the line activities make use of various point of sales to get the most return out of the investments.

Advantages of Below the line marketing

Extremely Targeted

Conversions are better when the communication is done according to the customer wants. Since BTL marketing strategies are extremely targeted, results are better in terms of conversions.

Better ROI

Below the line promotional efforts are focused on the specific target group, have a better reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a better ROI and MROI in terms of conversion.

Easy Control

The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI.

Tailor-Made

Below the line advertising strategies are designed according to the needs of a specific target group and hence can be molded differently for different customer groups.