ATL Marketing Strategies

Above the line marketing is best for brands that have products and services that appeal to a majority of the market thus making it hard to target a specific portion of the audience. The best example would be consumer goods like toothpaste, washing soap which appeal to every household in the world. In this case, use ATL marketing strategies is the best way to penetrate the market.

ATL marketing helps brands reach a huge audience thus making it easier to build a clear, well-defined brand image. The most common mediums used are newspapers, television, radio. ATL is a good way to promote your brand and build goodwill. However, it is tough to measure its impact using tools like ROI and conversion rates since it does not have a defined target audience.

While making an ATL marketing strategy, it is important to keep the following in mind-

• The focus should be on reaching the maximum number of people possible using mediums like TV, newspaper, radio, or outdoor advertising using billboards.
• Increasing awareness about the brand or product and building goodwill should be the primary motive of the campaign.
• Build a clear, well-defined brand image and be consistent with your message.
• By combining audio and visual effects, ATL marketing helps gather maximum attention of the audience. Use this to your advantage and increase the reach of your brand.
• Conversion ratios and ROI will not be a good indicator of the extent of success of the campaign as ATL campaigns aren’t target-centric in nature.