What is below-the-line marketing? Meaning and examples.

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.

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.