BTL or Below the Line advertising describes the process of marketing communication that is not a part of the normal advertising system. Compared to other forms of promotion, this one is unique and depends on ideas to be effective in gaining consumers’ attention. Here are five key reasons why btl advertising campaigns are gaining more hype:Here are five key reasons why BTL campaigns are gaining more hype:
1. Increased Audience Engagement
BTL strategies such as experiential marketing promotions, marketing events, and guerrilla marketing help in the direct communication process with the targeted consumers. This makes it easier to build relationships or personal associations with clients and the experiences they have with the ad are generally better than the regular run-of-the-mill commercials. As a result of the above steps, there is a better brand association, recognition and recall as well as customer loyalty.
2. Breaking through the Advertising Clutter
The everyday environment is saturated with advertising messages and slogans, which are difficult to avoid. Moving from television to radio to billboards to the internet, advertisements never cease to fill consumers’ fields of vision. In order to be heard in the midst of all that noise marketers use creative and innovative below-the-line techniques which are more engaging and always strike at the right moment therefore requiring more than just a passive approach. A number of the above approaches can specially record interest in a non-intrusive manner.
3. Rise of Social Media
Social media platforms have changed the face of marketing. These channels are used constantly by the audience in their leisure time and as a source of recommendations. While defining Smart BTL activities, the social media is taken into consideration and the strength of the medium is utilized for better brand awareness and converter. It means that awareness resulting from viral user-generated content from campaigns may go viral online.
4. Analytics and Measurements
Traditional media channels facilitate extensive overviews and quantitative analysis of BTL advertising. Measurable objectives are possible by measuring user response, traffic to content, leads generated, sales and other parameters that can give insight of campaign effectiveness. Quantitative data proves the business’ return on its investment and defines precise future marketing concepts. Continuous improvement is a viable concept that is made possible by the integration of information technology.
5. Cost-Effective Options
As traditional media buying might get costlier over a period of time, effective BTL communication can prove to be a very low-cost proposition. It is thus possible to achieve a lot with small budgets, although the emphasis will fall on employing guerrilla strategies. And these bigger stunts give impressions that are longer lasting and ultimately less expensive than those repeated ads. It should be noted that technology can also amplify the impact of many actions, if properly utilized.
Conclusion:
BTL advertising involves products of high concept that create unintended and extraordinary brand-consumer experiences. As people get reductionist towards the traditional promotional channels, these various channels help the marketer make an impact, establish communicative relations and most importantly, influence the business bottom-line parameters in a measurable way. When well implemented, the btl creative agency can influence the conversations, the amount of social media noise, web traffic, leads, and sales. Digital tractability and lower cost have probably fuelled that increase in hype as much as anything else.