What is btl?

Marina Nazarenko
Marina Nazarenko
March 26, 2013
What is btl?

BTL services have appeared on the communications market. What is btl, we understand together with you. So, BTL is an abbreviation of from English. below-the-line, which literally means "below the line." This received marketing communications, which have significant differences from the direct advertising ATL. The difference is in the level of impact on the consumer and in the choice of means of specific impact on the target audience.

Btl services: what it is and what it consists of

These services include:

  1. merchandising
  2. sales promotion and control,
  3. direct mail
  4. development of POS materials
  5. organization of exhibitions and much more.

What is it used for?

With the help of BTL, it became possible to bring an advertising message, a call for a purchase to an individual consumer. This means that the message is addressed to a specific buyer or group of buyers, and the place of impact is projected to the planned point of sale.

BTL marketing is considered an excellent alternative to existing advertising, which has already lost its influence on the buyer and does not cause anything but irritation.BTL advertising is not an advertisement of our usual format, it is events that are aimed at establishing direct contact with a potential client (for example, distribution of leaflets, exhibition, etc.)

Russian classification BTL

BTL includes:

  1. Sales promotion among consumers and resellers.
  2. Targeted, special events.
  3. POS materials.
  4. Artisan marketing.
  5. Trade marketing.

Now you know what BTL is. Use this knowledge in your business.

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