Grow Your Business

In today’s cut-throat competition, below-the-line (BLT) promotions have become indispensable tools for both start-ups and large organizations, thanks to the low cost factor. It is also very timely, because we now live in an era of shrinking marketing budgets, and a global economic recession that has companies scrambling to cut costs.

1. As brands move away from typical brand building strategies and start to focus more on marketing services, which ensure a sales uplift and is one of BTL's strenghts.

2. As corporate spending go down, brands look at focusing spending on targetted audiences and hence turn to BTL strategies like direct and one on one experiential marketing.

3. Are targeted at individual consumers, based on their expressed needs and preferences.

5. Establish one-to-one relationships between consumers and marketers 

"It is everywhere and almost everyone is doing it yet to define the scope of BTL is quite a difficult task. While some include everything that is not mass media advertising in BTL promotions, others include only activities that are done for a certain class of consumers or target audience," Singh said.

BTL also helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, make it difficult to gauge consumer-response, except at the time of sales. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities, display units and entertainment events.

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