In today’s cutthroat business world, it has become next to impossible to differentiate one brand from the other. Every time, one discovers something new that works well for them, others race in to blindly copy the idea, hence leaving little to no room for brand differentiation. But does that mean one needs to wait for the other to discover something before they apply it to their brands? And many more such question… but before you get about to answer these questions or before we jump into how BTL marketing is the next big thing, and how it can help brands differentiate themselves from one another, or what are a few potential brand promotion activities, let’s get our basics right.

First thing first; what is BTL activity or BTL Marketing?

BTL is the abbreviation for “below-the-line” marketing activity. Below-the-line advertising is a marketing strategy wherein products are promoted on a one-to-one level other than mass promotion to the population. This sort of marketing technique aims to reach their customer directly rather than via sources. For e.g., rather than airing a national commercial, brands following BTL activities would focus on live in-store demonstration of a product, that consumers may wish to investigate in person. BTL marketing is a major hit with the masses because this way the consumers are in a better position to try out the product for themselves before investing in it. And an added advantage for brands because they can collect first-hand information from their targeted audience!

Now that we are aware of what BTL activity or BTL Marketing is, let’s answer the next most asked question, i.e.:

What are a few BTL Brand promotion ideas?

Below stated are a few BTL Brand promotion ideas

  • Targeted Online Marketing
  • Direct Mailing
  • Trade Shows
  • Presentations
  • Catalogs
  • Brand promotion activities
  • Telemarketing
  • Free sampling

And now that we are aware of a few BTL brand promotion ideas, let’s find out how brands can use these ideas to differentiate their brand from others:

Differentiation is key: Even before you begin brainstorming with your brand promotion ideas, understand the fact that your brand must be different. It cannot resonate or resemble some other brands. Create a compelling and unique positioning for your brand so that your customers can connect to it whenever they come in contact with the brand. When customers see brands as interchangeable we fail as a marketer. Your brand must be unique in its way, either through taste, color, logo, smell, feel, touch, etc. A minimal level of distinction is a must or else people may also consider your brand as a copy of the original and refrain from buying or investing in your products and service. One way of doing this right is via direct mailing or free sampling. This way your customers will be able to see your products for themselves and thereby will recollect them as memories.

Create customer experience: Customer experience is the key to any successful business. While a good customer experience can make it, a bad one can break it. Brands spend lots of time, money, and energy only to study and analyze customer experience. Providing first-hand customer experience to your audience will not only help your brand to stay at the top of their mind but will also help your brand set apart. And this experience just got easier with technology improving on an everyday basis. Make the best use of the available technology and provide your audience an experience like never before. You can try this at a trade show for better reach!

Build a relationship: While you may not consider this point of much importance, let’s give you all the more reasons as to why you should reconsider this idea! First things first, when you build a relationship with your customer that is beyond a transaction, it is easier for them to connect with you on a personnel level. By personnel level we mean, when you meet and greet your customer at a trade show, or a presentation or seminar and you interact with them, they know the faces beyond a brand and hence helps brands to bridge the gap between a brand and its audience. And when your relationship goes beyond a transaction it is difficult for the audience to jump from your brand to the next, hence improving sales and loyal customers!