What makes BTL activities successful?
November 22, 2020
Time keeps on changing, and so do marketing trends and strategies. Gone are the days when traditional marketing and ATL activities (print, media, radio & internet) were only responsible for generating leads. Years ago, ATL (above-the-line) marketing activities were in existence. Ever since marketers started using experiential marketing solutions to promote their brand, BTL activities have taken over traditional marketing entirely in the current scenario.
What is BTL Marketing and how does it work?
BTL is known as below the line advertising. It is a marketing strategy where products are promoted on a more personal level than ATL advertising. BTL activities include direct mail campaigns, trade shows, catalogs, brand promotion activities, telemarketing, free sampling, exhibitions and targeted search engine marketing. BTL activities are more interactive and give the opportunity to brands and consumers to connect on a personal level. It allows a direct point of contact between customers and the brand.
Why should you opt for BTL activities in your next campaign?
- Direct Point of Contact between Customers & Brands
BTL activities enable direct communication between brands and customers. Direct communication helps customers to understand the product in a better way, and connect both on a personal level. It helps brands to understand customers buying patterns and behavior. BTL marketing includes brand activation, mall activation, email marketing, telemarketing, exhibitions and more. BTL activities help you in achieving your goal while reaching your target audience easily. BTL activations can further result in brand loyalty.
a) Create Brand Awareness
BTL activities help marketers to spread awareness about the brand. It helps people to connect with the brand and explain the benefits of a brand. BTL activations help in attracting more customers while increasing the leads of a brand. Innovative and creative BTL activities are the most preferred marketing strategy used by marketers in the current scenario, as it creates a niche for a brand. It helps the brand to mark its presence in the market.
b) Reaching Your Target Audience
BTL activations help you in reaching your target audience. Having the desired goal allows you to plan accordingly.
- Makes Your Brand Stand Out
Innovative BTL activities help your brand to stay ahead of the competition. Millions of brands came into existence, and television is flooded with many advertisements. Some brands get lost in the clutter, and their message is not conveyed to the audience. BTL activities offer an opportunity for brands to showcase their products to the target audience. It gives brands the platform to communicate their marketing message clearly to its audience. BTL activities help the brand to stand out without getting lost in the clutter.
d) Build Brand Credibility
BTL activities have been on the rise ever since experiential marketing solutions came into play. BTL activities deliver instant results and build a positive brand image. It gives the brand an opportunity to demonstrate its products to its target audience, resulting in the sale of the product. It helps in building a customer-brand relationship. A positive brand image results in increased sales.
e) Creates an impact on the audience
As compared to traditional marketing measures, BTL activities help in creating a stronger impact on the audience. BTL activities make the brand memorable and increase the recall value. BTL activities engage the audience and give them an opportunity to interact.
f) Enable audience to feel your product
You must have come across free samples of the products when you visit the market. Sampling and trial generation is one of the varied forms of BTL activities. Sampling is one of the effective measures in BTL marketing, as it introduces your brand to the audience. It gives them an insight into the product, resulting in repeated sales of the product. Sampling allows customers to touch and feel the product.
Hindusthan Events is the top BTL activities company In Kolkata with considerable experience in this field after having managed many successful BTL campaigns for brands over a period of years.