BTL (below the line)

Contents

• What is BTL?
• Differences between ATL, BTL, and TTL
• Advantages and disadvantages of BTL advertising
• BTL advertising tools
• How to launch BTL advertising

What is BTL?

BTL (Below The Line) is a unique approach to marketing communications that includes various methods to motivate customers to make purchases without using traditional advertising. BTL methods include promotions, loyalty programs, mailings, events, contests, tastings, and many others. These strategies help attract the attention of the target audience, identify their needs, and create a demand for the product.

BTL campaigns can take various forms. For example, the KitKat brand creatively interpreted its slogan "Take a break - eat a KitKat" by installing "chocolate" benches in London. At the same time, Adidas opened stores shaped like shoeboxes in Amsterdam and London. Such promotions not only attract attention but also encourage the collection of photographs and brand mentions, thereby increasing consumer loyalty.

Differences between ATL, BTL, and TTL

Marketing communications are divided into three main categories: ATL (Above The Line), BTL (Below The Line), and TTL (Through The Line). Let's take a closer look at how they differ:

ATL (Above The Line)

ATL is classic direct advertising that reaches a broad audience through traditional channels such as television, radio, magazines, and outdoor advertising. This format aims to create brand awareness.

BTL (Below The Line)

BTL includes indirect advertising methods, such as product demonstrations, tastings, promotions, and exhibitions. Although BTL has a smaller reach than ATL, it allows for more targeted engagement with a specific audience.

TTL (Through The Line)

TTL combines elements of both ATL and BTL, allowing for maximum reach and conversions by attracting a target audience that may have previously been unaddressed. A vivid example of a TTL campaign is the TOBLERONE promotion in Austria, which utilized both ATL and BTL approaches to increase brand awareness.

Advantages and disadvantages of BTL advertising

The main advantage of BTL is its unobtrusive nature. Potential customers do not feel pressured, making them more likely to make a purchase decision. For example, in Shanghai, an elevator decorated with images of nuggets leads visitors to a nearby McDonald's.

Other advantages of BTL advertising include:

• Native advertising: Promotional events are held in places where the customer is ready to receive information.
• Affordability: Many BTL formats are significantly cheaper than ATL advertising.
• Personalization: BTL allows for a more precise targeting of the audience.
• Wide range of tools: Both large companies and small businesses can find suitable tools for engaging with the audience.
• No restrictions: BTL is suitable for advertising in areas where traditional advertising is restricted.

However, BTL advertising also has its disadvantages:

• Labor intensity: Organizing BTL events requires more resources and time.
• Need for control: The success of the campaign depends on the quality of execution, which requires constant monitoring.
• Difficulties in measuring effectiveness: The results of BTL campaigns are not always obvious and may appear with a delay.

BTL advertising tools

The BTL toolkit includes many tools that help solve various marketing tasks. Let's look at the most common ones:

• SMM: Social media marketing helps increase awareness and attract the audience.
• Email marketing: An effective channel for stimulating sales and increasing loyalty.
• Sales and promotions: Stimulate demand through discounts and special offers.
• Handouts: Flyers, brochures, and leaflets that are easy to distribute among the target audience.
• POS materials: Visual elements placed at points of sale to attract attention.
• Merchandising: Product placement strategy to increase sales opportunities.
• Contests and lotteries: Attract attention and increase consumer engagement.
• Tastings and sampling: Opportunities to test the product before purchasing.

How to launch BTL advertising

Planning a BTL campaign includes several key stages, similar to the stages of developing ATL campaigns, but with a focus on narrow audience segments. The main steps include:

• Setting goals: Determine what you want to achieve using BTL tools.
• Identifying the target audience: Find out who your target audience is and how to engage with them.
• Formulating a unique selling proposition (USP): Define the uniqueness of your product.
• Developing the format and advertising copy: Choose the appropriate channels and tools for promotion.
• Analyzing the advertising campaign: Evaluate its effectiveness based on the set goals.

It is important to remember that a successful BTL campaign requires careful planning and analysis to achieve set objectives and maximize return on investment.