In today’s volatile business scenario, a marketer needs to find effective ways to remain steadfast in this competitive environment. Resorting to traditional ATL advertising mediums such as radio, television and print media does not fulfill the purpose of building a connection with consumers on a personal level.
Therefore, exploring the evolving needs and preferences of consumers through two-way communication is still a priority for marketers.
In this blog post, we’ll examine the power of investing in BTL activities and how they make space for successful brand promotion and brand activation. So, get ready to unleash the power of BTL Activities!
What are BTL Activities?
BTL or Below-the-Line Marketing is a non-conventional marketing tactic wherein the aim is direct marketing to a highly targeted group. It involves promotion through activities such as Product Sampling, In-store Promotions, Roadshows, Exhibitions, Mall Activation Campaigns, etc.
BTL campaigns aim to engage with consumers on a more intimate level in order to leave a lasting impression. Investment in these activities can therefore aid in brand activation and promotion, leading to improved results.
Let’s now take a look at why investing in BTL activities can amplify your brand’s recall value.
Benefits of Investing in BTL Activities:
Creates Brand Awareness
BTL Activities are the key to establishing a brand’s prominence among consumers.
One of their eminent advantages is that they equip marketers with effective ways to spread brand and product awareness. They help a brand gain visibility among new and existing consumers by extending face-to-face promotional methodologies such as experiential and guerrilla marketing tactics. The more creative and influential the idea is, the better it registers in the minds of the consumer.
Targets Specific Niche Audience
Establishing a specific target audience helps to create a brand’s niche in the market. In order to reach the right audience whether it’s Mall Activation, In-store Promotions, Roadshows, Product Sampling, Exhibitions, etc., having a goal is important to carry out the plan accordingly. By segmenting the audience, BTL activities are able to create tailored messages for them.
Establishes Brand Credibility
With the advent of Experiential Marketing solutions, BTL activities are able to deliver a real-time experience to consumers and generate instant results. Product demonstrations increase a product’s sales and help the brand build a better connection with the customer. A positive brand image helps in creating a strong customer-brand relationship and fosters a sense of reliability and loyalty among consumers.
Facilitates Two-Way Communication
BTL activities connect with consumers on the ground level by establishing a direct interaction. By connecting with consumers on a personal level, a better understanding of the product can be inculcated and brands can achieve their goals easily. BTL activities also create a first-hand experience to enhance the recall value of a brand or product in the minds of consumers.
Provides Live Product Experience
Product demonstrations create a first-hand experience for consumers through trials and the distribution of samples. Brands are able to generate live feedback, enabling them to refine their product according to consumer preferences. It makes the product familiar to the consumers, instilling a sense of confidence in the brand.
Builds a High Top of Mind Recall
BTL campaigns create a more lasting impact on the minds of consumers than traditional marketing activities. The interaction between the brand and consumers helps to register in increasing a brand’s recall value.
Gives an Edge to the Brand
By engaging consumers in out-of-the-box, innovative activities BTL campaigns help brands set themselves apart from their competitors. These activities are backed with the benefit of flexibility and adaptability thus giving the brand a platform to communicate their marketing message effectively to the consumers. Administering experiential marketing gives brands a stance to market their products to potential consumers and stay ahead of the competition.
In conclusion, keeping the audience engaged through innovative and creative ideas makes BTL activities an essential component of Brand Activation and Brand Promotion. They provide a multitude of benefits to a brand from creating awareness, building a high recall value, establishing brand credibility to providing live product experiences.
As a result, investing in BTL activities gives a boost to a business and establishes long-term relationships with consumers, making the business sustainable in the long run.
