In the world of retail, there are two main types of marketing activities: above-the-line (ATL) and below-the-line (BTL). These terms refer to the methods used to reach and engage with customers, and they play a crucial role in building brand awareness and driving sales.
Above-the-line activities are those that reach a large, general audience through mass media channels such as television, radio, and print. These activities are typically expensive and require a large budget, but they can reach a wide audience in a short amount of time. Some examples of ATL activities in retail include television commercials, print ads in newspapers and magazines, and radio ads.
Below-the-line activities, on the other hand, are more targeted and often involve more personal interactions with customers. These activities are typically less expensive than ATL activities and can be customized to reach specific groups of customers. Examples of BTL activities in retail include in-store promotions, email marketing, and social media marketing.
Both ATL and BTL activities have their own advantages and disadvantages, and the right mix of activities will depend on the specific goals and target audience of a retail business. For example, a large national retailer with a broad target audience might rely more on ATL activities to reach a wide audience, while a smaller, local retailer might focus more on BTL activities to build personal connections with customers.
Ultimately, the key to successful marketing in retail is to find the right balance between ATL and BTL activities and to use a combination of strategies to reach and engage with customers. By leveraging the strengths of both types of activities, retailers can effectively build brand awareness, drive sales, and grow their business.
ATL and BTL Activation
You have defined Above the Line and Below the Line, what about TTL advertising Through the Line advertising? Facebook, Twitter and Instagram are particularly suitable for the B2C sector, for community management and to address the target group through visual and interactive content. These details are then used to approach the concerned customer across multiple channels, asking them to have a look at similar products or make another purchase of the same offering. The marketing approach you should choose depends on a lot of different factors, some of which are discussed below: Marketing Objective At the end of the day, every marketing decision you make revolves around the objective you want to achieve. In the ATL marketing messages, everyone has the access to the chosen media platforms for marketing purposes and can be on the receiving end of this marketing approach. Here, at AspKom Eixil, we not only bring a rise in the number of leads but also ensure that the leads are qualified. Another BTL technique involves sales personnel deployed at retail stores near targeted products.
What is TTL in retail?
ATL activities are actions that must be performed in order to reach broad number of prospective customer. It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media for example brochures,and usually involves no motion graphics. ATL promotions can be taken into account by the means of an arranged meeting with mall management so they can also be benefitted in a way as BTL promotions are not working for them as it is evident from this research. The municipal, regional, and national levels all have access to this kind of media. The terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately and at a different rate from other suppliers who dealt with more direct promotional efforts.
ATL, BTL and TTL in Advertising
Below the line marketing is a targeted promotional campaign, which is used to initiate direct interaction with the particular group. Distributors can both benefit from the manufacturers investments, and invest in BTL at their customers. Even small businesses can also have their benefits with a small budget. Companies pay for advertisements that appear above the fold. Mall Management- A Growing Phenomenon in Indian Retail Industry, Jones Lang LaSalle Meghraj, 2007, property. Plus, as small business owners, we now have the tools and resources at our disposal to run truly effective TTL marketing campaigns, such as social media networks, sites such as YouTube as well as PPC platforms such as Adwords.
