Below-the-Line Advertising

 

BTL is an advertising techniques used in today's organisational business and marketing communications. Indeed it is more than just the current buzz word in marketing communications. It has proved to be profoundly successful as a best practice increasing profit, gaining attention, communicating ideas and advancing brands. It refers to forms of non-media communication, even non-media advertising and it carries with it the powerful concept of promotions. Below-the-Line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods, telecommunications and service sectors such as ICT, banks and other financial institutions, and entertainment.  

Below-the-Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above-the-Line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. Below-the-Line advertising is directed, cost effective and promotes your brand, products and services on a low budget. Below-the-Line techniques ensures recall of the brand while at the same time highlighting the features of the product. The key word is promotion. We normally design innovative activation activities such as Point-of-sale displays, sponsoring of events, direct mail, public relations and sales promotions using highly targeted lists. Lately we design e-mail campaigns and web banners that are highly successful. We also advise on benefits of promotions and design Below-the-Line promotions for efficiency and cost-effectiveness. This is achieved through budget event promotions. Below-the-Line sales promotions are short-term incentives, largely aimed at consumers. Such promotions are done through exhibitions, sponsorship activities, public relations and sales promotions like giving free promotional items, price promotions, coupons, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later, gift with purchase, competitions and prizes, money refunds, point-of-sale displays, frequent user/loyalty incentives etc.

More recently, agencies and clients have switched to an 'Integrated Communication Approach.' 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

    1. Price promotion
    2. Branding and rebranding
    3. Direct Sales Promotions
    4. Instore Promotions
    5. Integrated Communication Approach
    6. Coupons
    7. Gift with purchase
    8. Competitions and prizes
    9. Money refunds
    10. Frequent user/loyalty incentives
    11. Point-of-sale displays
    12. Promotional items and other frequent user/loyalty incentives
    13. Discounts and price reductions
    14. Sponsoring of activities
    15. Charity programs