Below the Line - What is BTL marketing? Meaning, Benefits and Examples (238)

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Below the Line refers to the strategy adopted by the marketers in which the products are promoted through channels other than mainstream media.

Below the Line advertising, is conducted through alternative media like catalogs, trade shows, targeted search engines, social media, and direct mail.

Why Below the Line Marketing?

Creates a connection as the salesperson can solve queries directly.

Can focus on target audiences easily.

Most suitable for products that need a direct response and entails conversions.


Above the Line vs. Below the Line

Above the Line, marketing refers to the marketing method of advertising through the mainstream media whereas Below the Line method uses alternative media

Above the Line, advertising is used for mass media promotion whereas Below the Line targets a specific audience

Benefits of Below-the-Line Marketing

Allows focusing on specific segments of the target market.

A good way of measuring as lots of information about the audience can be collected.

Helps build long-lasting relationships because of a personal touch.

Increases brand loyalty.

Allows a brand to go viral.

Below the Line Marketing Methods

Direct Mail Campaigns

Direct Mail Campaigns refer to passing promotional material to the residence or workplace of selected individuals.

Trade Shows

Trade Shows are exhibitions where a specific industry can promote products easily

Public relations (PR)

Public relations (PR) helps to improve brand image so that customers retain the interest in the product and the company

Social Media Marketing

Social Media Marketing uses social media platforms to reach out to the audience and increase web traffic

Catalogues

Catalogues are printed information of several products

Targeted Search Engine Marketing

Targeted Search Engine Marketing promotes brands through paid advertisements which shows on result pages

Telemarketing

In Telemarketing, goods are promoted through online or television channels

Personal selling

In Personal selling, the sales team sells the products directly to the customers

Point of sales terminal

Point of sales terminal applies to retail outlets where purchases can be made

Guerrilla Marketing

Guerrilla Marketing uses an unconventional method to draw the attention of the customer

Below the Line Marketing Examples

1. Snickers
2. Domino's loyalty program - 'Points for Pies'
3. Vodafone 4G Internet slide
4. Volkswagen: Piano Staircase

This video is on Below the Line and it has the following sub-topics.

Time Stamps

0:00 Introduction to Below the Line
00:20 What is the Below the Line?
00:52 Why Below the Line Marketing?
01:11 Above the Line vs. Below the Line
01:40 Benefits of Below the Line Marketing
01:42 Allows segments to be focused on
01:52 A good way of measuring
02:05 Helps Build Lasting Relationships
02:25 It allows a brand to go viral.
02:32 Below the Line Marketing Methods
02:36 Direct Mail Campaigns
02:46 Trade Shows
02:58 Public relations (PR)
03:14 Social Media Marketing
03:24 Catalogues
03:33 Targeted Search Engine Marketing
03:41 Telemarketing
03:51 Personal selling
03:59 Point of sales terminal
04:10 Guerrilla Marketing
04:19 Below the Line Marketing Examples
04:22 Snickers
04:47 Domino's loyalty program - 'Points for Pies'
05:03 Vodafone 4G Internet slide
05:13 Volkswagen: Piano Staircase