What is Below-the-Line Marketing? Meaning and Examples.

Summary/Overview

There are lots of different marketing strategies to choose from as a business – one of them being ‘below-the-line’ (BTL) marketing and advertising. This is a term used to describe any form of advertising in mediums other than radio, TV, billboards, print and film.

Below-the-line marketing may be useful if you’re looking for a direct, cost-effective advertising solution. Read on to learn more about what below-the-line marketing is, the benefits involved and how to create your own BTL marketing strategy with Adobe Express.

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What is below-the-line marketing?

Below-the-line (BTL) marketing is a marketing strategy that favours non-mainstream channels over more traditional methods such as TV, print and film.

The idea behind BTL marketing is to reach customers with a more focused strategy than traditional methods. For example, instead of producing an advertisement to feature on a popular TV channel or radio station, a below-the-line campaign may host an in-person store event.

Examples of below-the-line marketing channels include:

• Direct mail. A form of direct marketing that focuses on sending materials directly to customers based on target demographics.
• Social media. Advertising to specific groups through social media platforms such as TikTok, Instagram and Facebook.
• Trade shows, pop-ups and in-person events. Organised events offering businesses an opportunity to network with potential customers and partners.

What are the benefits of below-the-line marketing?

Below-the-line marketing can be a useful strategy, especially if you’re looking to attract attention in an already saturated market. Here are a few benefits of below-the-line marketing:

• Less expensive. The low costs associated with below-the-line marketing is arguably the biggest draw of this strategy. Compared to TV and radio advertising, BTL channels, such as social media, can work out a lot cheaper.
• Easy to track. It can be hard to measure the real impact of TV and radio ads. However, as below-the-line marketing takes a more focused advertising approach, it’s often easier to track the results of your advertising efforts – especially online.
• Target specific audiences. You can also take a more direct approach to marketing by targeting specific audience segments based on demographics and audience behaviours.
• Foster more meaningful relationships. Below-the-line advertising focuses on creating targeted campaigns that engage with specific audiences. This level of personalisation can foster more meaningful relationships with potential customers.

Above-the-line vs below-the-line marketing.

Below-the line marketing focuses on ‘non-traditional’ channels – for example social media and in-person events. BTL marketing essentially takes a more targeted approach, focusing on ‘direct’ channels like post, email and social campaigns. This can offer marketers a way to foster more direct relationships with potential customers.

Meanwhile, above-the-line marketing focuses on the opposite, specifically ‘traditional’ mass media channels such as TV, print and radio. This approach can be a useful way to increase awareness of your brand, products, and services to a wide audience, if you have the means.

Above-the-line marketing:

• Focuses on ‘traditional channels’
• Targets a wide audience through mass media, such as TV and radio
• Can be a useful way to increase brand awareness.

Below-the-line marketing:

• Focuses on ‘non-traditional’ channels
• Targets customers directly, instead of appealing to a mass audience
• Can be a useful way to foster more direct relationships with potential customers.

But that doesn’t mean you have to choose one approach over the other. A well-rounded marketing strategy might use both approaches to target customers on different channels, at different times.

Free below-the-line marketing template ideas.

How to create a below-the-line marketing strategy.

Ready to create a below-the-line marketing strategy? Just follow these steps below:

1. Choose your audience.

First, you’ll need to define your target audience. This is important, as below-the-line marketing aims to target niche audience segments. You can break down your audience into demographics, such as age and location. You may even want to gather psychographic information too such as their interests, values and opinions.

2. Create your campaign concept.

Planning is an essential part of any successful campaign. Before diving into your below-the-line marketing strategy, take some time to think about your campaign concept. Ask yourself:

• What are your campaign goals?
• What are you trying to achieve?
• How do you want your audience to take action?

3. Build out your messaging.

Now you’ve established your concept, it’s time to build out your messaging. Why are you reaching out to your target audience? What is it that you want them to know? This can help you create personalised and direct copy that resonates with your customers.

4. Select your channels and platforms.

Next, it’s time to think about what channels and platforms you’re going to use. Where does your target audience spend most of their time? What channels do they use to interact with you the most? This can help you choose the right channels, whether that’s direct mail or social media.

5. Track, measure and test.

Tracking your progress is key to understanding how your BTL marketing efforts are performing against your campaign goals. For example, if your goal is to form new relationships with prospects, think about how you’re going to measure this. Whether that’s through email sign ups, or new Instagram followers.

Editable BTL marketing asset ideas.

6 below-the-line marketing examples.

In need of some inspiration? Here are six below-the-marketing examples to kickstart your strategy:

1. Create a monthly email newsletter.

Monthly newsletters can be a great, low-cost way to build strong relationships with subscribers. For example, you could send out a newsletter sharing industry insights and knowledge, establishing you as a go to expert in the field. Or, you could share exclusive announcements and product sneak peaks with loyal subscribers.

2. Start a loyalty programme or brand membership.

By rewarding customers for repeat conversions, you can encourage them to continue engaging with your brand. You can implement various types of loyalty campaigns, such as loyalty cards, where customers earn points with every purchase. You could also consider creating referral programs, which reward existing customers for referring new people to your brand.

3. Host an in-store event.

In-store events like pop-up shops can be a great way to create unique and memorable experiences for customers that online interactions can’t provide. These events offer a chance for customers to get to know the face behind your brand and learn more about your values, which can help foster strong relationships.

4. Attend a trade show.

Attending a trade show can be a great opportunity to connect directly with potential customers. It can be easy for your brand to be overlooked in the digital realm. However, in person, you can become a trustworthy individual, someone people can put a face to and want to engage with.

5. Send out direct mail campaigns.

Direct mail campaigns involve sending out physical marketing materials directly to customer’s homes.

This could include:

• Flyers
• Postcards
• Posters
• Coupons
• Brochures

This sort of physical interaction can help your brand cut through the digital noise, stand out from competition, and foster more personal connections with customers.

6. Create interactive experiences.

Interactive experiences are a form of experiential marketing that can help foster more meaningful interactions with your brand. They can also be a great way to spark audience curiosity and keep them engaged for longer. There are many different ways you can create interactive experiences, including:

• Polls
• Q&As
• Quizzes
• Interactive videos
• Virtual reality (VR) experiences.

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Useful things to know.

What is an example of below-the-line marketing?

Direct mail is a good example of below-the-line marketing. It relies on printed materials and postal services to send advertising materials such as letters, brochures and postcards directly to potential customers’ homes. This can help your brand get more up close and personal with prospective customers, using a more direct, personalised approach.

Is social media below-the-line or above-the-line?

Social media can be considered both below- and above-the-line. For example, it can offer a direct way to connect with specific audiences, making it a great channel for below-the-line marketing. However, it can also be used as part of an above-the-line marketing strategy to boost your overall brand awareness by advertising to a wider consumer base.

Is influencer marketing ATL or BTL?

Influencer marketing can be classed as a type of below-the-line (BTL) marketing. This is because they have specific niches, so influencer marketing campaigns tend to appeal to specific audience segments. While above-the-line marketing has a much wider approach and aims to appeal to a mass audience.

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