When you hear the word marketing, what is the first thought that comes to your mind? If the answer is television, then you have been living under a rock!  For a lay man marketing may be limited to television, radio and print ads but if you are an entrepreneur or a marketer then you know marketing is an ocean of possibilities and is definitely not restricted to traditional marketing mediums, like the ones listed above.

Mediums such as television, radio and print media enable you to reach out to a wider set of audience in a short span of time, these mediums are also known as above the line marketing mediums, ATL for short. An extremely important aspect of marketing is below the line marketing, also known as BTL activities. You may ask what are BTL activities. Although there are many types of BTL activities some of the popular ones are brand promotions, brand activation and exhibitions. BTL activities are off beat mediums that help brands to reach out to their audience in innovative ways. Innovative BTL activities in marketing quite literally put the brand in the midst of its target group. They resort to offbeat mediums to send your marketing message expediently to your target group.

If you are a brand and haven’t tried BTL activities then you are missing out a great deal. In this article we shed light on why you need BTL activities to amp up your marketing game.

 

1.Effective communication of the marketing message – ATL activities provides access to a large set of audience but often the marketing message gets lost in the chaos. BTL activities ideas ensure that the brand’s marketing message is communicated in a fashion that it has high efficiency. BTL activities cut the clutter and emphasize the brand’s key message strengthening its recall value in the psyche of the audience.

 

2.Access to a concentrated set of audience – One of the major advantages of ATL activities is that it provides a medium to reach a large group of audience which is an advantage with certain drawbacks. Not every person under the sun is your target audience. You as a brand have a dedicated target group to whom you want to communicate your marketing message. BTL activities gives you access to concentrated target group. Good BTL activities examples are Mall Activation, Corporate Activation and Society Activation. These activation take your brand directly to your target group which ensures tremendous results.

 

3.High brand recall value – BTL activities ideas are all about creating an experience. When you engage your audience personally and create a memorable experience for them you create a powerful impression of the brand in their minds. Such activities etch your brand in the memory of your audience and boost brand recall value. BTL activities add great value to your brand such as bringing credibility and creating brand loyalty.

 

4.Direct communication with the audience – No other marketing medium provides an opportunity to brands to communicate with their target audience directly. With BTL activities you can conduct one on one communication with your target audience. Direct communication helps to strengthen the relationship of the brand and the consumer which in turn builds brand loyalty in the long run.

 

5.Enables audience to touch and feel your product – Sampling is a major part of BTL activities. Product sampling gives the consumers an opportunity to touch and feel the product personally. Trying the product first hand mostly leads to sales and helps the business tremendously. When consumers try out the product themselves it provided them quality assurance which helps the brand in the long run.