Below the line (BTL)
Below the line (BTL) marketing is marketing that targets a specific audience directly rather than a mass audience. Think of email, direct mail, trade fairs and sampling. The opposite is above the line (ATL): TV, radio and billboards. Here you can read what BTL involves, when to use it and how it compares to ATL.
- 6 min read
What is below the line (BTL) marketing?
Below the line (BTL) marketing refers to marketing activities aimed at direct, targeted communication with a specific audience. Unlike above the line (ATL) marketing, which focuses on mass communication through channels such as TV, radio and print, BTL focuses on reaching consumers through more personal and direct methods. This form of marketing is often used for promotions aimed at specific customer segments, where the message can be tailored precisely to the needs and interests of the audience.
BTL marketing is usually applied through channels such as direct mail, email marketing, promotional events, sampling, point-of-sale promotions and influencer marketing. The aim is to create direct interaction with the consumer, which can lead to higher engagement and conversions.
The difference between ATL and BTL marketing
The main difference between above the line (ATL) and BTL marketing lies in the scale and the way the message is spread:
- Above the line (ATL): Mass communication through channels such as TV, radio, billboards and print. It is aimed broadly and sets out to reach as many people as possible, with a focus on brand awareness.
- Below the line (BTL): Targeted marketing through direct and personal communication channels. It is aimed at specific audiences and often sets out to drive direct sales or build a personal relationship with the customer.
Examples of below the line marketing
BTL marketing can be applied in many different ways. Here are some common examples:
1. Direct mail
Direct mail is an effective form of BTL marketing in which businesses send personal letters, brochures or other marketing materials directly to customers' addresses. It is a targeted way to get a specific message across and can be effective for promoting offers or new products.
Example: A fashion shop sends a personalised brochure to its customers with a discount voucher for the new collection, aimed specifically at customers who have bought before.
2. Email marketing
Email marketing is one of the most widely used forms of BTL marketing. By sending personal and relevant emails to a carefully selected audience, businesses can bring their products or services directly to the consumer's attention. Email marketing campaigns are ideal for sending offers, product updates and newsletters.
Example: An online retailer sends an email to customers who abandoned their basket, with a special offer to encourage them to complete the purchase.
3. Point of sale (POS) promotions
POS promotions are targeted promotions that take place where the sale happens, such as in a shop or at a trade fair stand. These can range from displays and discounts to product demonstrations and free samples. POS promotions are effective because they speak to the customer directly at the moment they are considering a purchase.
Example: In a supermarket, a new snack is offered through a display with a “2 for the price of 1” deal, encouraging customers to try the product.
4. Sampling and promotional events
Sampling (handing out free samples) and promotional events are direct ways to let consumers get to know a product or brand. Creating physical interaction with a product can convince consumers to buy it, especially for food, drink or beauty products.
Example: A cosmetics brand sets up a promotional stand in a shopping centre where passers-by can try free samples of a new face cream.
5. Influencer marketing
Influencer marketing is a modern form of BTL marketing in which businesses work with influencers who appeal to a specific audience. Instead of mass communication, brands target the influencer's followers, who often form a precisely defined audience.
Example: A sportswear brand works with a popular fitness influencer on Instagram to promote its latest sportswear collection. The influencer shares personal experiences and recommendations, which increases their followers' trust in the brand.
6. Guerrilla marketing
Guerrilla marketing is an unconventional form of BTL marketing that is often creative and surprising, designed to generate maximum impact on a minimal budget. It focuses on direct interaction with the consumer in unexpected places and at unexpected moments.
Example: A soft drink brand places a life-size fridge with free chilled cans on a busy city square, surprising passers-by in a positive way.
Benefits of below the line marketing
BTL marketing offers various benefits for businesses, especially when it comes to targeted communication and creating a direct bond with the consumer:
1. Targeted communication
One of the biggest benefits of BTL marketing is the ability to address specific audiences directly. This makes it possible to send personalised and relevant messages that fit the needs and wishes of the consumer better, which often leads to higher conversions.
2. Direct interaction
BTL marketing emphasises direct interaction between the brand and the consumer. This can range from a personal conversation at a promotional event to a personalised email. This personal approach increases consumer engagement and can lead to stronger brand loyalty.
3. Cost saving
Compared with ATL marketing, BTL is often more cost-efficient. Because you target specific segments rather than a broad public, you can align your marketing budget better with the people most likely to be interested in your product or service.
4. Measurable results
BTL marketing is usually easier to measure than ATL marketing. It is easy to track how many people clicked on an email, redeemed a discount voucher or responded to a promotion. This makes it easier to calculate the ROI (return on investment) of a BTL campaign.
5. Flexibility and adaptability
BTL campaigns can be adjusted quickly based on results and customer feedback. This makes it possible to make changes during the campaign that increase effectiveness, something that is harder to achieve with ATL campaigns.
Challenges of below the line marketing
Although BTL marketing has many benefits, there are also some challenges to take into account:
1. Limited reach
BTL marketing is usually aimed at a specific audience and therefore has a more limited reach than ATL marketing. This means BTL is not always suitable for increasing brand awareness on a national or international scale.
2. Intensive planning and execution
BTL campaigns, especially those with direct interaction such as events or sampling, often require intensive planning and logistics. This can be time-consuming and costly, especially if multiple locations or segments need to be reached.
3. Hard to scale
Some forms of BTL marketing, such as promotional events, can be hard to scale. It takes more resources and organisation to have the same impact on a larger scale, unlike ATL campaigns, which can be expanded relatively easily.
When do you choose BTL marketing?
BTL marketing is an excellent choice if you want to target a specific audience, engage directly with consumers, or measure the performance of your campaign precisely. It is also ideal for businesses that want to optimise their marketing budget by concentrating on targeted communication instead of mass media campaigns.
BTL marketing works especially well for promotions, product launches, and when you want to build brand loyalty through personal experiences and direct sales incentives.
Conclusion
Below the line (BTL) marketing is a good approach for businesses that want to take a targeted and personal approach to their audience. By using direct channels such as email, promotional events and influencer marketing, businesses can build a close bond with their customers and achieve better results. Although it may not have the broad reach of ATL marketing, BTL marketing offers the chance to run targeted, measurable and cost-effective campaigns that lead to higher engagement and conversions.
When you consider which marketing strategy best fits your business goals, BTL can be an excellent choice for driving direct sales, strengthening customer relationships and achieving measurable results.
BTL is about direct contact with a defined group, and there email marketing is still the sharpest tool: you are talking to people who already know you. Also read about banner blindness.
Frequently asked questions
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Wat is through the line marketing?
Through the line (TTL) is een combinatie van above the line en below the line. Je bouwt bekendheid op met brede kanalen en zet tegelijk gerichte acties in om mensen tot actie te brengen. Online marketing valt vaak in deze categorie, omdat je breed kunt adverteren en toch per doelgroep kunt richten en meten.
Welke BTL-vormen passen bij een vakbedrijf?
E-mail naar bestaande klanten, een flyer in de wijk waar je net een klus hebt gedaan en een stand op een lokale woonbeurs zijn goede voorbeelden. Ze richten zich op een afgebakende groep en zijn goed te meten. Juist dat directe contact past bij een bedrijf dat in een vaste regio werkt.
Hoe meet je het resultaat van below the line marketing?
Geef elke actie een eigen herkenningspunt, zoals een actiecode, een apart telefoonnummer, een eigen landingspagina of een QR-code met UTM parameters. Dan zie je per actie hoeveel reacties en aanvragen het oplevert. Zet daar de kosten tegenover om het rendement te berekenen.
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