Driving Brand Success With Below The Line Advertising

Marketing | 5 minutes to read

08th Apr, 2022

A BTL plan should be strategically sound, financially viable, and operationally feasible. The intrinsic benefits of BTL operations are self-evident: it is cheap and adaptable. BTL being targeted and specific, it is a valuable asset to the marketing arsenal.


    • Shifting consumer views and a diverse consumer base are forcing marketers to come up with more and more immersive solutions to promote their brands and products.

    • In response to media diversity and growing demands for measurable returns, brands are transferring their expenditure to direct response promotional channels.

    • In the current digitised scenario, Below the Line advertising activities are buzzing with exciting potential and promising outcomes.

    As the pressure on the marketers to achieve marketing communication objectives on a very lean budget mounted, it became evident they had to come up with a more profitable yet economical way of targeting their audience. In such a scenario, BTL activations can play a pivotal role in capturing audience attention. Brands can cultivate a direct bond with the customer and drive lead conversion.

    What is actually BTL Advertising?

    BTL refers to below-the-line advertising. This alternative form of marketing promotes or sells directly to its audience on a more personalised level. BTL activities empower brands and consumers to engage in a more direct and focused manner. Direct mail campaigns, trade shows, catalogues, brand promotion activities,  free sampling, and exhibitions were once the pillars of BTL marketing. Digitlised tools and contemporary brand promotion concepts have transformed the game. Search engine marketing, Hashtag Printer, Social, or Tweet Cafe are widely employed as BTL marketing strategies to attract a broader audience base globally.

    Why BTL Advertising?

    Below-the-line activities are affordable while being more effective. They are also highly measurable, unlike above-the-line advertising activities. By measuring the return on investment, marketers can target even more focused and targeted BTL communication. Loyalty is essential in markets where competition is fierce, so modifying a campaign to suit a loyal customer and prospect is imperative.

    Through innovative BTL solutions, marketers capture the attention of the audience and establish two-way communication that promotes direct contact between the brand and the customer. This process helps brands understand the buying patterns and behaviours of their customers.

    Building Brand Awareness

     Target Oriented: Targeting specific groups of people is a godsend for business. It is more productive and effective than marketing to a large population who would not be interested in the product. Specific BTL activities help to weed out the disinterested population and aid in reaching the intended audience. Any activation can be optimised when you know who the target group is.

    Establishing a Brand: Innumerable brands hit the market every day. Some brands get buried beneath the clutter, and their message is lost to the audience. BTL activities provide a platform for brands to promote their products and deliver their marketing messages to the right audience. These initiatives support the brand by attracting attention without getting lost in the crowd.

    Building a Customer Brand Relationship: BTL activations produce rapid results and build a positive brand image. These activities facilitate a brand to showcase its goods to the target customer, resulting in sales and establishing a customer brand connection.

    Creating Brand Recall: Brand recall is one of the characteristics at the top of the marketing funnel that represents the initial stage of a buyer’s journey. Because retail events and activations are dynamic and diverse, clients interact intimately with the brand, making it memorable and noteworthy. Brand recall denotes ease and connection with a certain brand. Any BTL activity, whether it’s a hashtag printer, a photo booth, or an exhibition, has a powerful impact on the audience.

    Creating Brand Loyalty: BTL marketing efforts provide audiences with relevant information about a product. If sampling is employed as one of the measures in BTL activations, it allows the audience to experience the product. Customers may touch and feel the item by sampling. It is an excellent marketing strategy for introducing things to consumers. When customers grow familiar with a product, they have confidence in its quality, which leads to brand loyalty.


    Brands can use below-the-line initiatives to build both brand equity and consumer loyalty. An effective brand activation strategy can enable any company to carve out a niche for itself. Embracing new and unorthodox mediums is the primary tool for innovation and, as a result, successful marketing. In this race to emerge at the top, the businesses will have to adopt unique and better marketing solutions and develop platforms to increase audience interaction.

    Contact us today to execute ROI-driven BTL activations and in-store branding activities.

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