Below The Line (BTL) Marketing focuses on reaching targeted audiences and promoting the products on a more refined and personal level than ATL Marketing. This one-to-one marketing method involves the distribution of pamphlets, handbills, stickers, promotions, brochures, banners, placards.
In BTL Marketing, Promotional staff also get involved in product demonstration, essential for sampling, mostly in busy places like malls. BTL marketing practices allow for a personal (mostly emotional) connection between brands and customers through a direct sales point.
The audience finds BTL more entertaining as it also involves roadshows, moving hoarding boards, traveling vehicles with the promotional staff.
People find BTL marketing a more practical and imaginative concept because it involves the active participation of promotional workers. As a result, brand awareness and conversions get increased.
BTL Marketing in Nepal
In Nepal, both ATL and BTL marketing methods are still flourishing. Brands invest their capital and workforce in BTL marketing. A wholesome and creative team works on developing appealing and understandable print ads, mainly in Nepali and English. Further, these prints are distributed to their target audience. In Nepal, BTL marketing is extensively used by educational institutions, local Ayurvedic Medicine producers, food and beauty brands engaged with Supermarkets, etc. Brands in Nepal make maximum use of marketing psychology to get a better impact with BTL Marketing. While surfing for the best advertising agency in Nepal, You can find Avani Advertising's name at the forefront as its ATL and BTL marketing activities have brought great success to leading brands of Nepal.
Advantages of BTL Marketing
With BTL Marketing, you can reach a targeted audience, your connection with consumers/customers become better, and brand awareness is created. These advantages are explained below.
Reach Your Target Audience and make an impact
In BTL marketing, brands can specifically target audiences and reach them. Moreover, planning gets better as you own some vital information about your target group. BTL activities make your brand memorable, increasing engagement and allowing more interaction. Such engagement can create a positive and powerful impact on consumers.
Direct Point of Contact enabling "feel the product "concept
BTL activities enable direct communication between brands and consumers, which helps brands understand their potential customers' buying patterns and behavior. Consumer behavior can be studied by giving free samples of the products. This further helps in brands' sampling purposes. In fact, it provides insight into the product, resulting in repeated sales of the product. Not only that, sampling allows consumers to understand, touch, and feel the product. It increases the consumers' familiarity with the product resulting in Brand loyalty for a longer time.
Create Brand Awareness and Brand Credibility
With BTL marketing, marketers spread awareness about the brand. The awareness activities help the brand to mark its presence in the market. Moreover, BTL Marketing allows the brand to demonstrate its products to its target audience. Live Demos help consumers to build a positive brand image resulting in increased brand credibility and sales.