Gone are those days when ATL marketing and traditional marketing activities were the only sources for generating leads and making business. The change in time, scenarios, and current marketing trends and tools have led to the emergence of the term “BTL activities”.

BTL activities or Below the line activities are the most preferred source of brand promotion these days because of the numerous advantages associated with them. Unlike ATL activities BTL activities are very customer-centric and it is more of a one-to-one conversation. Hence the outcome through BTL activities is way more superior than ATL activities.

Below stated are 4 major importance associated with Brand Promotion through BTL activities:

1. One-to-one communication: one of the major drawbacks of ATL activities was, it was not directed towards one individual. The point of contact was either groups or masses and hence, a lot of times it would miss out on the original customer base or target audience. Keeping this point in mind, BTL activities were designed to overcome these drawbacks. E.g. since BTL activities are customer-centric, other than sending across mass emailers or messages to customers, brands these days send across personal messages and emailers. This way they tend to reach each one of them personally and hence the brand promotion through these means brings greater results.

2. Stand out: BTL activities are also commonly known as Experimental marketing. BTL activities enable a brand to play with their brand promotion idea and a lot of them come up with some excellent innovative ideas. And these ideas are what eventually lead brands to stand out from the crowd. It is very common for a brand to be lost in the crowd for the industry is flooded with competitors. A lot of time it even becomes difficult for clients to remember and recollect brands. And one way to enable maximum customer brand recollect is to find out various innovative ways of brand promotion techniques.

3. Creates an impact on the customer: another major advantage associated with BTL activities is, it delivers instant upshots and builds a constructive brand image in the minds of the customer. BTL activities enable brands to engage with their customer on a one to one level and hence allows brands to demonstrate their products and offerings to the target audience on a personal level. This sort of brand promotional activity makes the brand memorable and increases brand recollect to ten folds. Also, since the contact in BTL activities are on a one-to-one level understanding customer disconnect and working on the same is another major benefit.

4. Brand promotion through 6 senses: our 6 senses are one of the strongest areas to connect with. Brands are always on the lookout for ways on how to capture these senses to leave everlasting memories. A lot of brands indulge in samples, testers, contests, sweepstakes, direct marketing, door-to-door marketing, customer feedback forms, customized marketing, and many other forms. These techniques have better reach for we can touch, feel, say, smell or write about our likings and disliking about the product or service at stake. While brands can work upon the feedback for improvement, customers are also in a happy place for they get to try out a product or service without having to invest.

BTL activities have witnessed exemplary growth in the last decades and almost every industry is tapping on the potential of such promotions. Outcomes from BTL activities are almost immediate, hence, more and more people are choosing it over conventional marketing.