Brands across the globe use Above The Line (ATL) as well as Below The Line (BTL) activities to market their product or services successfully. But before we dive in and discuss ideas for BTL activities let us understand what the two mean.
What is ATL or Above The Line activities in Marketing?
ALl activities are using conventional mediums like Television Ads, Print ads, OOH (Out of house marketing), Radio ads etc. ATL activities are expensive in comparison with BTL activities.
What is BTL or Below The Line activities in marketing?
BTL activities or Below The Line marketing activities are smaller in nature and are not very expensive. BTL activities include activities such as Distributing coupons, roadshows, contests and many such traditional marketing mediums. Even after being cost-effective BTL activities are guaranteed to leave a mark on your clients or customers mind and that is possible only because of the personal and physical feel of BTL activities.
Some innovative BTL activities in Marketing
- Mall activities
- Mall Screen Display
- Retail Marketing
- Free Trails
Mall activities sound like the most cliche and general BTL activities that can be carried out by a brand, however, mall activities ensure customer engagement. If all activities are carried out with finesse then it is a whole lot easier for brands to leave a mark on the mind of their customers. There are various types of activities you can conduct, some are stated as follows. Games and contests: Live games and contests are one of the most engaging mediums to connect with your audience. Gather as many people as possible to compete in certain competitions to win goodies and watch the magic happen. For example “Fanta” a product by coca cola was being promoted at once across Indian malls. A simple game such as walking with a Fanta can on your head from one end to another would give you the prize of the very can you carried. This was a huge success and Coca-cola successfully engaged with thousands of Indians.
Mall screen display:
Advertising on screens outside malls can also provide great value to some brands or products. The cost to advertise on these screens is much cheaper when compared to traditional billboards and hoardings. The main factor is that it enables you to advertise to customers right before they enter the mall to purchase.
Have you ever been approached by a salesman of a particular product in a supermarket? If your answer is yes, then you have experienced retail marketing at its finest. If your product is new and not many individuals know about it, having a salesman really enables you to reach audiences and helps you explain your product to thousands of potential customers.
The best part about anything which is free is the mere fact that it is FREE! Free trials help you gather hoards of crowds in a public place. Many companies even sell the same product which is being given for a trial in order to make up for the costs. If they are successful in their endeavours at the end of the day they will be going home with many new customers and extended personal reach.