Recently, in the Communication Market, you can find such a thing as BTL. Translated from English (Below The Line), BTL abbreviation means "below the line". We are talking about marketing communications, which in terms of the level and means of exposure to consumers are significantly different from ATL (direct advertising, Above The Line).
1
Speaking with simple words, in the case of ATL, advertising is imposed by the final buyer, which can cause the opposite reaction (push the consumer). This can be attributed to advertising on television, in the press, on the radio, outdoor advertising, the Internet. At the same time, BTL allows you to unobtrusively interest the audience, attract her attention to products, services. Those. The client independently decides on the purchase, nobody presses for him. Today, BTL includes:
direct marketing;
events, contests;
use of POS materials;
stimulating sales from dealers, end buyers.
2
Initially, the concept of BTL appeared in the middle of the 20th century. When passing the current report, the American company's manager does not indicate the costs of contests, discounts, free probes (i.e. actions, motivating potential buyers make a choice in favor of the company). The manager independently adds these items of expenses below the report, under the line (there was no place for them among ordinary advertising). Since then, this is the direction in advertising and call BTL.
3
The highest skill in the case of BTL is manifested in the ability to adjust advertising in such a way as to interest the necessary segment of potential consumers. At the same time, advertising will be the most reported to buyers, theoretically interested in the proposed products. In Russia, today BTL is about 24% of the entire budget for advertising, but in Western countries it is at the level of 50% or more. The fact is that with personal contact (for example, a conversation with a promoter) there is a closer interaction. Under conditions of fierce competition, this approach gives significant results. Therefore, gradually and in the Russian market, ATL loses its position, giving way to a more promising direction.
4
The most efficient is the direct marketing. At the same time, it is chatting with the desired target audience, to each interlocutor you can find a special approach, methods of exposure. And the cost of such a type of advertising is insignificant. As an example, you can bring email-, mailing, telephone calls (and it can just be a greeting card).
5
Among the basic advantages of BTL can be allocated:
this type of advertising is ideal for small companies that cannot afford the costly ATL advertising (for example, on television);
bTL advertising coverage is gradually approaching ATL (for example, SMS contests);
the ability to conduct advertising companies in terms of alcoholic, tobacco products (a ban on ATL advertising is introduced);
television is immaculated by advertising, the competition of brands in ATL is quite high.
6
Among dealers are practicing such methods:
discounts depending on sales;
contests for the best sales volumes;
premiums at the end of the reporting period;
assignment of status (silver, gold dealer).
7
With regard to the final buyer BTL advertising can be organized as:
cumulative cards;
gift certificates, discounts, coupons;
sALES;
free samples;
short-term shares.
8
The ROS materials help to attract the attention of the consumer to new products, regularly remind him of promotions, company proposals. To interest a supermarket in the placement of POS-materials, it is possible, for example, suggest the use of branded refrigerators (but they should only be advertised products company!).
Thus, BTL advertising is a convenient tool that helps the company not only save money, but also improve the effect on the consumer, go to a new level of interaction.
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