How did BTL Marketing Activities evolve?
Over the years, a number of products, brands have come up and expanded into Cities, States, Countries, Continents and across the globe. As a Marketing Manager, one would come up with a possible marketing strategy to gain more shares in the market and to increase their consumer/customer base.
If you want to market your product in a larger geographic area, then most probably you may consider a concept "Think Global; Act Local". The marketing activities which one does in a larger scale like advertising in a national TV or advertising in a national newspaper can be grouped into ATL (Above The Line) Marketing activities. The overall branding of a company or a product is covered most probably in ATL marketing activities. Eg. You can consider any telecom company like Airtel, Reliance, Idea, Tata Docomo, etc. In ATL marketing activity, you don't find "Call for Action", "Point of Purchase", "Place of Availability".
The above aspects can be complemented through BTL (Below The Line) marketing channels. BTL generally conveys customers/consumes about availability of products along with contact details or where the products are available. One can use BTL channel for a number of things to a draw potential audience to buy your product. Here are some of BTL activities which are being used by a number of marketers as an effective tools.
Portable Standees - Portable, easy to carry, customized standees prove to be an effective tool. You can place the standee in the place where you feel your target audience are more.
Portable Stalls - Portable, easy to carry, customized stalls are widely used to engage with audience and discover prospective leads for your products.
SMS Marketing - If you have database of your customers, using online sms portals you can communicate to your customer on your latest offers, updates, etc.
Email Marketing - Similar to SMS marketing, if your customers engage more on online, then this tool would be very effective as internet users are increasing rapidly.
Mall Activities - People love to hang out for shopping, spend their times in malls along with families. Mall activities would be a good option if you want to reach out to more audience.
Media Display Ads - Display ads have increased in recent times. All these bill boards, hoardings, banners, posters are put up to capture eye sights of target audience. More products, more media spaces, one has to analyse before choosing where to advertise.
Promotional Events - You can invite people to events where you can show case your products, increase your customer base.
There are more number of creative, innovative BTL concepts which are coming up. If your want to know more about BTL Campaigns, write to me at brandingminds@gmail.com
Over the years, a number of products, brands have come up and expanded into Cities, States, Countries, Continents and across the globe. As a Marketing Manager, one would come up with a possible marketing strategy to gain more shares in the market and to increase their consumer/customer base.
If you want to market your product in a larger geographic area, then most probably you may consider a concept "Think Global; Act Local". The marketing activities which one does in a larger scale like advertising in a national TV or advertising in a national newspaper can be grouped into ATL (Above The Line) Marketing activities. The overall branding of a company or a product is covered most probably in ATL marketing activities. Eg. You can consider any telecom company like Airtel, Reliance, Idea, Tata Docomo, etc. In ATL marketing activity, you don't find "Call for Action", "Point of Purchase", "Place of Availability".
The above aspects can be complemented through BTL (Below The Line) marketing channels. BTL generally conveys customers/consumes about availability of products along with contact details or where the products are available. One can use BTL channel for a number of things to a draw potential audience to buy your product. Here are some of BTL activities which are being used by a number of marketers as an effective tools.
Portable Standees - Portable, easy to carry, customized standees prove to be an effective tool. You can place the standee in the place where you feel your target audience are more.
Portable Stalls - Portable, easy to carry, customized stalls are widely used to engage with audience and discover prospective leads for your products.
SMS Marketing - If you have database of your customers, using online sms portals you can communicate to your customer on your latest offers, updates, etc.
Email Marketing - Similar to SMS marketing, if your customers engage more on online, then this tool would be very effective as internet users are increasing rapidly.
Mall Activities - People love to hang out for shopping, spend their times in malls along with families. Mall activities would be a good option if you want to reach out to more audience.
Media Display Ads - Display ads have increased in recent times. All these bill boards, hoardings, banners, posters are put up to capture eye sights of target audience. More products, more media spaces, one has to analyse before choosing where to advertise.
Promotional Events - You can invite people to events where you can show case your products, increase your customer base.
There are more number of creative, innovative BTL concepts which are coming up. If your want to know more about BTL Campaigns, write to me at brandingminds@gmail.com
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