Below-the-line in Marketing
Bei Below-the-line-Maßnahmen, auch BTL-Maßnahmen genannt, werden Target Groups direkt oder persönlich angesprochen. Eine Below-the-line-Werbeaktion richtet sich im Gegensatz zu Above-the-line immer an einen kleineren Zielgruppenkreis, darüber hinaus ist die Kampagne häufig auf einen direkten Dialog mit dem Interessenten ausgerichtet. Im Direktmarketing spricht in diesem Zusammenhang auch vom One-to-One Marketing.
BTL Advertising with Personalized Target Group Addressing
Below-the-line advertising measures are considered more direct, target group-specific, and personal than Above-the-line actions. It is less about brand building and more about increasing Conversion. Since Below-the-line measures are usually more individualized and tailored to the customer, the results are generally better than those of traditional advertising campaigns.
Instruments of Below-the-line Measures are, for example:
- Direct Marketing (e.g. Mailings)
- Mobile Marketing
- Customer Retention (e.g. Loyalty Cards)
- Contests
- Guerrilla Marketing (Advertising measures that surprise, but are not always necessarily allowed)
- Sponsoring (often used in sports)
- Event Marketing (Events)
- Product Placement (e.g. a branded product prominently placed during a TV show)
- Sampling (the distribution of product samples)
Through Below-the-line marketing, potential customers are approached in a creative, subtle, and unexpected way. This somewhat unconventional form of advertising plays with the fact that the potential customer does not immediately recognize the advertising. Below-the-line measures are used, as listed above, for sales promotion, direct marketing, and public relations (PR), but also for guerrilla marketing such as ambient advertising. Advertising on fuel pumps at gas stations, on container advertising spaces, or shopping carts surprises potential customers and can be an easy way to reach target groups. Below-the-line advertising emotionally involves the target audience in the campaign, makes brands tangible, reduces wastage, and often has the positive effect that people talk about it for a long time.
Your Contact for Below-the-line Advertising
Only if you know your target audience well, will you know what appeals to your potential customers and how they react. This knowledge helps you plan Below-the-line measures efficiently. The most promising approach is to combine Below-the-line and Above-the-line measures within a campaign. If you’re interested in mailings or mobile marketing, Tnja Hensler will be happy to assist you in realizing your next Below-the-line campaign together with you. She is our cross-media expert and is highly knowledgeable in various media (hensler@trebbau.com, Tel.: 0221/37646 – 330).