Below the line creative activities
BTL stands for Below the Line, is all advertisement that is done at outlet/retail level as well as direct marketing.
BTL is contrary to ATL that stands for Above the Line - the marketing activities performed via traditional media, such as the press, the tv, cinema, radio.
BTL is an activity as used by marketeers to bring in awareness to a specific target market, by following a conventional marcom approach that lays emphasis towards using various Direct Marketing tools.
This includes roadshows, placing stalls in malls, participating in exhibitions, undergoing door to door selling, sms campaigns, test marketing, in-house public awareness campaigns and many more.
This type of marketing activity is often more cheap than ATL and is more focused and rather more quantitative then as compared to ATL that can be more expensive and more qualitative, since it focuses towards attracting the mass market in general.
These are like giving coupons, road shows, buzz marketing etc.
BTL are very cheap and cost affective and we will see in future a skewness towards BTL as it is cost effective.
BTL Activities means "Below the line" i.e. personalised promotional activities
BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front.
BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.
Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to generate trials of newly launched products. It helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, make it difficult to gauge consumer-response, except at the time of sales. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities, display units.
Let us see some innovative BTL activities for FMCG companies.
1. Road Shows/ Activities in Malls: As Pacific Mall is very near to a customer home in Kaushambi, He used to frequently visit there to have a cup of coffee either Americano or Cappuccino. But what he used to observe that there are these small FMCG players having there stalls in the nooks of the Mall.
a) ACT II Popcorns by ConAgra Foods Snack Foods Group: They organized different games there to involve consumers in Pacific.
b) SHIEF Soap for Women: They also had several games like - hitting the dart on ordinary soap (by this they send a message that Use Shief and not Ordinary Soap), throwing soaps in a box 3 to 4 meters away.. These all games awarded all the ladies and girls with Wrapped Shief Soaps. At the end they asked all the females to repeat their punchline of "Banaye Komal, Rakhe Surakshit"
I must tell you one thing that, they got a fabulous response.
2. Screens outside the Malls: I have seen screen just outside the Metropolitan Mall in Gurgaon. They have a series of advertisements on the screen. One has to pay for a month and your ad will be for some seconds after every 5 to 10 mins. I saw an ad of Whirlpool with Kajol and Ajay Devgan there. But i think this can work for FMCG products as well.
3. Retail Displays: You must have seen SugarFree packs in front of convenience stores. So the consumer is forced to see this brand first and them EQUAL brand. This is my observation. This is at a very low level. But now if you visit Big Bazaar, you will see brands of ITC like Aashirwas Atta etc displayed at strategic locations which increase its brand value and finally sales in long term.
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