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  • Writer's pictureClaire

Below the Line (BTL) Defined


What is Below the Line (BTL)?

Below the Line (BTL) is a marketing strategy that focuses on promoting products or services through targeted, direct communication channels, rather than traditional advertising media such as TV or print.


The Basics of Below the Line (BTL)

The goal of BTL is to create more personal and direct engagement with the audience, leading to higher conversion rates and stronger brand loyalty.


Examples of BTL

So how does Below the Line (BTL) work in practice? Let's look at a couple of examples:


Example 1: Event Marketing

One popular BTL tactic is to host or sponsor an event related to the product or service being promoted. For example:

A sportswear company might sponsor a local marathon and provide free samples or discounts to participants.
This allows the company to engage directly with potential customers, demonstrate the quality of their products, and create a positive association with their brand.

Example 2: Direct Mail

Another BTL strategy is to use direct mail campaigns to reach a specific target audience. For example:

A financial services company might send personalized letters or brochures to individuals who have recently visited their website or shown interest in their services (how you know who the address of these individuals is a topic for another post).
By tailoring the message to the recipient's needs and interests, the company can increase the likelihood of a response and ultimately convert more leads into customers.

Below the Line (BTL): The Final Word

BTL marketing can be a highly effective approach for reaching niche audiences and driving conversions. By focusing on targeted communication channels and personalized messaging, companies can build stronger relationships with their customers and achieve greater ROI on their marketing investments.


For more Marketing Models & Strategy lingo please visit our dedicated Marketing Glossary section.


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