BTL Marketing - Bringing the brands to the consumers

BTL Marketing Ideas- A deviation from the norm but twice as effective

To many, below the line marketing is a relatively new concept in marketing. In reality though, below the line marketing has been around for a while. In 1954, P&G along with its marketing agencies coined the terms – Above the line (ATL) marketing and below the line (BTL) marketing. This is when brands were first acquainted with the true power of marketing and its untapped potential.

Although in the beginning, ATL marketing picked up pace and delivered anticipated results, off late ATL marketing has slackened considerably. Over the period of years, ATL marketing mediums have been exhausted beyond a point and marketers have turned their attention to through the line (TTL) and BTL activities in marketing. BTL activities are a digression from the traditional mediums of marketing. They use offbeat mediums such as brand promotions, public relations, merchandising, exhibitions, sponsorships, brand activation, etc. as opposed to traditional marketing mediums like television and radio. BTL marketing strategies are direct and targeted. They are steadfastly focused on conversions hence the return on investment (ROI) of BTL marketing activities is tremendous and quantifiable.

A highly efficient and popular BTL marketing medium is brand activation. Brand activation is the art of creating an engaging experience to facilitate consumer action through direct communication. For effective brand activation you need the backing of an expertly designed brand activation setup. This is where Insta Brand Activation can help you. Insta Brand Activation produces premium brand activation setups for Asian market.