So, you have a company.
How do you reach potential customers who will avail your goods & services?
You market your products. You create a Marketing Department or partner up with a Marketing Company that can do it for you.
Marketing is a structured process that helps your company identify your target market, understand the needs, create strategies to meet expectations and sustain your customers over the competition.
You can also connect with your customers and potential consumers and gain their feedback/reviews.
Marketing is a growth-oriented tool that will help you increase your revenue and establish your presence in the market. Different types of marketing will help you achieve your goals.
1- ATL (Above-the-Line)
2- BTL (Below-the-Line)
ATL (Above-the-Line) Marketing
This type of marketing is known as Mass Marketing. They don’t have a specific audience to reach, anyone who has access to the medium can see these advertisements. It is one way of communication that usually doesn’t have a platform to receive feedback from the target audience.
It is an expensive method of marketing.
Types of ATL:
i) Television
Airing commercials on television networks has been a traditional form of marketing. A short video and creative storytelling are used to captivate the viewers and leave a lasting impression on their minds. Catchy music or visuals can convey the message of the brand.
ii) Print Media
Newspapers, magazines, brochures, flyers, and other print publications are used to send more information to consumers. This can be targeted and customized due to the vast availability of print media resources; categories of magazines, and placement of flyers/brochures in specific locations. Creative designs and a catchy slogan can catch the attention of the people.
iii) Radio
Sponsored segments/shows or audio advertisements reach a broad audience. The ads rely on sound effects, voice modulations, and music to engage with the listeners and spread brand awareness.
iv) Outdoor Advertising
Billboards & Banners in public spaces catch the attention of crowds during transit. They are usually the most expensive form of ATL.
BTL (Below-the-Line) Marketing
This type of marketing is targeted & personalized. It establishes direct communication to engage with the consumers and obtain valuable feedback. It is a non-traditional method that is cost-effective and yields better results compared to other forms of marketing.
BTL allows companies to keep track of and build a relationship with their customers. This will enable them to encourage customer loyalty through direct consumer service.
Types of BTL:
i) Emails
Promotional coupons, catalogues, materials, and other attractive and creative content are sent directly to the guest database whose demographics match the company’s target audience. Email marketing can carry much information and reach a wide range of potential clients.
ii) Events and Experiential Marketing
Organizing events, trade shows, and product samples/demonstrations (LIVE infotainments) are important methods to interact and connect with customers and recreate brand experiences to lead them towards conversions.
iii) Public Relations
The brand reputation and public perception are maintained through press releases, conferences, and many activities.
iv) Sales Promotions
Special discounts, seasonal sales, contests, free samples, and other promotional tactics can boost immediate sales and attract new customers.
Conclusion
ATL and BTL Marketing are prominent strategies used by brands for a variety of purposes. They need to be analyzed carefully before choosing which method to use. ATL is an excellent tool for fostering brand awareness, while BTL is a sales catalyst. A combination of strategies must be employed for the brand’s growth and success. They maximize your company’s impression and impact on your target market.
