Does BTL marketing have a more lasting impression on the audience

Below The Line or BTL marketing is one of the most commonly used strategies to advertise or promote any product. It is especially commonly used in B2B as well as B2C marketing. There is nothing wrong with promoting your brand through traditional and conventional means like television, radio and print. But there is something extraordinary about promoting your brand using BTL strategies. Let’s see how.

Let’s first star with what is BTL marketing. It, in simple words mean marketing the brand to a specific group of individuals where the target audience is narrow. The means of communication here is e-mail marketing, telemarketing, demonstration, pamphlets, etc. The brand here focuses on generating sales by directly marketing it to their target audience.

One of the main advantages here is it lets you and your brand connect with the audience on a personal level. For an instance if you get a mail saying “We missed you”, you are obviously going to pay attention to that as it connects to you. Similarly, if you get a call constantly, you will eventually fall for it and give it a try. This is how effective this is.

These strategies also create a niche for the brand and also distinguishes your brand from others. Since it is targeted to a particular set of people it helps create a name for those set of people. The personalised and customised things are easier to get attracted to as the consumers feel they are special and important. 

One of the most important reasons as to why it creates such a lasting impression is because of its recall value. When we see something on television or print, we forget it after a point of time as there are so many advertisements that we see. It can be easy for a new brand’s advertisement to get lost in the crowd. But if we get a sample of something, it is going to stay for a much longer time in our minds. It is obvious that consumers love attention and BTL marketing provides just that.

So, BTL marketing strategies manage to grab attention and also generate sales especially if a brand or a business is new. BTL marketing is all about connecting and interacting with the audience which is something that the consumers want.