BTL advertising follows anunconventional and direct form of marketing communication. These includeactivities such as distribution of pamphlets, handbills, stickers, promotions,brochures placed at point of sale, on the roads through banners and placards.
Product Demo It could also involve product demos and samplings at busy places like malls and market places or residential complexes.Below the line advertising also focuses on direct mail and e-mail, often using highly targeted lists of names to maximizeresponse rates. Below the line (BTL) techniques ensure recall of the brand while at the same time highlighting the features of the product.
Through the line (BTL) refers to a promotional strategy ensuring maximum growth of the product or the brand. Here, the customers are guided from one medium to another.For example, a hugely circulated newspaper will carry an ad, asking customers to visit their physical store and avail discounts or freebies, a classic below the line’ technique. When the customers visit the store, he or she willbe offered with below the line promotional material such as store banners, product samples etc.
Thus, Below the line (BTL) advertising not only spans your marketing message to the masses across different media for better exposure, but also allows you to targetspecific audiences using different platforms for a higher return on investment. Clearly a jack and master of all trades at the same time!