Marketing BTL

What is BTL marketing?

At a time when advertising campaigns were carried out through cinema, radio or television, the term "below the line" marketing began to be used. In the 1950s, a well-known company began using unconventional media for its marketing strategies.

Thanks to the commitment of the most creative marketing agencies of the time in the BTL promotion, impressive advertising campaigns were created, thus saving a lot of money in advertising. There was a line that was capable of dividing marketing: one part wanted to capture the public's attention, and the second wanted to arouse their desire and interest.

On the other hand, it is also thought that this term below the line could come from the accounting books of the companies of the 60s where the ATL media "Above the line" or mass media appeared, and under these a dividing line appeared to mark another type of advertising for which taxes were not paid. These were the advertising plugins or BTL marketing.

BTL marketing is considered an unconventional marketing technique that targets people in a very personal and direct way.

Types of marketing strategies for BTL companies

Some of these strategies can be promotions, campaigns with a short duration, alternative media, street marketing, public relations, merchandising, direct marketing and ambient marketing, among others.

These strategies use highly creative elements in addition to provoking feelings, sensations and experiences.

This type of advertising has an immediate effect, since the wow factor plays an important role in BTL marketing. It must be taken into account that it is not aimed at the masses but at people, here what matters is the you to you. Street marketing, for example, is capable of involving the consumer in any type of activity full of originality that he does not expect in a given space.

How to develop a marketing strategy below the line

In order for a marketing agency specializing in BTL promotions to correctly carry out an advertising action of this type, a series of factors must be taken into account. In addition, you have to know how to expose it well so that it reaches the client.

First of all, it is important to set the goals, that is, what we want to achieve with our strategy. This point is extremely important, since we should not present a product that has previously failed. You have to be clear about what you want to achieve with the right product and not make the mistakes that others have already made.

Second, creating an effective plan for our strategy to succeed is extremely important. Our strategy must be at the right time and in the right place so that it does not go unnoticed and the set objective can be met, thus reaching the client. In addition, when the presentation is made in a marketing agency, the presentation must be perfectly prepared. It can't be boring. You have to capture the customer's attention, arouse their interest from the first moment.

Creating an effective plan for our strategy to succeed is extremely important. Our strategy must be at the right time and in the right place so that it does not go unnoticed and the set objective can be met, thus reaching the client. In addition, when the presentation is made in a marketing agency, the presentation must be perfectly prepared. It can't be boring. You have to capture the customer's attention, arouse their interest from the first moment.

Finally, when carrying out this type of marketing strategy for companies, it is necessary to carry out various tests in the place where it will be carried out in the future to verify if it really works and is as effective as it has been thought in a principle or if, on the contrary, it should be discarded.

Benefits of implementing BTL promotion strategies
The benefits of BTL promotion strategies are numerous.

Among them, one of the most important advantages for companies' pockets is the low cost of this marketing technique. This factor allows this strategy to be within the reach of small and medium-sized companies that cannot afford the expenses of a campaign with traditional media because their costs are much higher.

Another of the advantages that we get with BTL marketing is that the results are obtained quickly. The effect is immediate, therefore the results are obtained in the same way. If the technique is shocking, the result will be imminent.

On the other hand, it is important not to saturate the consumer and be clear about which customers it is aimed at. For example, traditional media bombard with advertising in a massive way, however, BTL marketing is more personal. You want to reach the customer through sentiment, and you address a specific person or a small number of people.

In addition, you have to get the consumer's imagination to fly. Using different and original strategies, it is possible to transport the consumer exactly to the place we want.

Finally, the fulfillment of the BTL marketing objectives can be verified, that is, the visits obtained or any other type of action obtained after carrying out the strategy can be easily verified.