History of advertising Bronze plate for printing an advertisement for the Liu family needle shop at JinanSong dynasty China.
Intelligence-based telemarketing Telemarketing, but not as you know it. You can read more about this in my free 12, word guide on modern day telemarketing. Targeted leaflet drop Check your local authority rules here, but a great way of generating some quick business is through a targeted leaflet drop.
For example, if you supply garden maintenance services to residents of a particular area, a well designed leaflet containing an offer might just do the trick. Just make sure that you are allowed to drop leaflets through residences of your target area by law. If so, this can be an excellent advertising medium.
You are your products and services have the chance to directly engage with potential buyers and influencers — the rewards can be substantial. One caveat is that the audience is not going to be as targeted as it would be at a tradeshow.
However, if your offerings appeal to the general public you will find that a local shopping center provides an excellent opportunity to meet potential customers. Clearly we are not talking about sponsoring a national football league or team — that would definitely be an ATL activity — although having your logo associated with a local sports team can do wonders to help your business target a particular demographic.
In-person demonstrations Arranging in-person demonstrations is one of my most favourite BTL methods for the promotion of products, particularly B2B.
What can be better than arranging a private demo of your product with someone who has expressed their interest in what you offer?
This can also be done online with systems such as Go To Meeting and similar. Door-to-door selling This was actually how I started my marketing career, although the effectiveness of the practice now is not as great as it once was.
However, if you treat it the same way as I mentioned in the intelligence-based telemarketing section above, door-to-door marketing can still be very profitable.
Direct mail marketing We all hate Spam, although there is no question that direct mail marketing works well if it is executed properly. Catalogues Related to the above, catalogues work well as a BTL method — people have signed up to look at what you have on offer so the response rate is usually pretty good.
Catalogues can be issued digitally or through the traditional post. Again, this can be an excellent way of advertising your products to both new and existing customers.
Email marketing This is hands-down the most effective BTL marketing method there is. While I said above that social media profiles are ATL in nature, any ads that you run through them are BTL as they should have a level of targeting attached to them.
PPC ads are the same — even although they use a global platform with incredible reach, they are still specifically aimed at a certain segment of the population at least they should be anyway.On the other hand, social media marketing can be highly personalized, working like the traditional mail drops thereby falling into BTL marketing.
Social Media Marketing can therefore be either ATL or BTL depending on the type of campaign planned.
Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. Consider how Above-The-Line (ATL) and Below-The-Line (BTL) marketing works, and which is better for your business, with Koozai’s latest Infographic.
Before spending or testing without certainty, it’s important to know what will work for your business. Difference between ‘above the line’ and ‘below the line’ advertising Kiran Manral | 22 August Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are bandied around often these days in the advertising world and often have the lay person confused as to what they stand for.
Above the line marketing is comprised of Media vehicles such as television, radio, newspapers and others. Any brand which wants to have mass appeal, has to use the Above the line marketing techniques.
This is because this technique is meant for products which have a mass appeal and which need ATL Marketing. Above the line marketing is comprised of Media vehicles such as television, radio, newspapers and others.
Any brand which wants to have mass appeal, has to use the Above the line marketing techniques. This is because this technique is meant for products which have a .