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.
[related|post]According to Vijay Singh, MD & CEO of 141 Sercon, a below-the-line (BTL) promotion agency, the most telling benefits of BTL marketing include:
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.