Surely you have noticed that advertising is no longer the same. Although the traditional models remain standing, as they are the fastest way to reach a mass audience, this is no longer enough. It is at this point that what is known as BTL (Below the line / Debag de la lineal) advertising comes to play a leading role in any marketing campaign. Although BTL advertising is a term that already has its good years, it is now that it finds its place. Uganda Email List To begin with, we must understand that this form of advertising is the opposite of ATL advertising , that is, “Above the line” , above or above the line. With “contractarian” we do not say that they are opponents, but that they are part of the same object: marketing campaigns. That is to say, they are complements for the same objective . While the function of ATL advertising is to provide the tools to reach the masses through traditional mechanisms, such as television, BTL advertising is responsible for occupying a space in alternative media and with mechanisms that emphasize creativity .
This happens because the modern public has years of advertising on them and is very capable of immediately detecting when they want to sell something. The same phenomenon happens in areas such as cinema and literature. What are the alternative means used by BTL advertising? That’s a good question. In principle, the most immediate, colorful and next thing today are social networks , but there are also other strategies. The most prominent are: Merchandising : Many times you have received mugs or pens with logos of a certain company as a gift. Clearly, this is to expand an advertising strategy. However, it is something that is widely seen. Given this, the products that are given away from now on seek to provide an extra experience to the user , a plus that also represents the firm. For example, an enterprise whose main strength is ecology could give away recyclable bags or even plants in which its firm has had some interference.
Events : Experiences and more experiences. Everything that is entertainment and learning accounts for the philosophy that a company assumes. The more personalized, the more effective. Sponsorship and patronage : Supporting artists, personalities, athletes and also other ventures can seem expensive, but it gives an excellent image of the commitment that a firm can have with the community that surrounds it. Artistic and / or sports contests and calls can also be organized in order to speed up promotion. What are the advantages of BTL advertising? Hong Kong lead Communication: The round trip with users or potential clients is done in a more direct way and this exchange is richer. Loyalty: As a first consequence of this is that a customer’s loyalty to the brand will be reinforced with better results. Vitalization: A good BTL campaign, with the right dose of creativity, can have a powerful viral effect.
