Utilizing best practices from graphic design and web development to media relations and direct marketing, at BTC, you’ll work closely with our senior leadership team. [email protected] Aug 05, · What Is BTL in Marketing?. BTL refers to a series of marketing techniques known collectively as below-the-line marketing. Below-the-line marketing includes direct marketing by mail or email, sales promotion, marketing communications, exhibitions and telemarketing. Above-the-line marketing refers to advertising in. BTC is one of the Mid-Atlantic region’s leading full-service marketing and communications companies. Headquartered in Wayne, Pa., the firm provides ROI marketing services including digital marketing and other interactive services; direct marketing; public relations and advertising.
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Future marketing campaigns can build on this increased awareness using targeted advertising, such as that found in below-the-line marketing.
The success of above-the-line marketing is measured in whether it has successfully raised awareness of the brand. Because brand awareness is the primary goal of an above-the-line marketing campaign, its success is measured in the reach of any given advertisement. Placing an advertisement during the Super Bowl, for instance, would reach one of the largest audiences possible. Unfortunately, this approach to marketing, because it is so broad, is difficult to measure in terms of firm results and hard numbers.
Below-the-line marketing measures success very differently from above-the-line marketing. Whereas the success of above-the-line marketing is measured in terms of reach, frequency and increased brand awareness, below-the-line marketing measures success in the form of firm conversions. To a lesser degree, the success of below-the-line marketing is also measured in the form of impressions. Conversions mean different things in different contexts.
In terms of raw sales, conversions refers to any time that a customer actually makes a purchase from the business. The ratio of money spent for an advertisement to profits made off those advertisements is known as a conversion rate. There are also other ways of measuring conversions. When speaking about online marketing, conversions can be measured in website visits and when customers click on relevant links.
This is an example of below-the-line marketing because online advertisements are often highly targeted to niches of consumers, and website visits or link clicks demonstrate interest in a brand from a highly relevant audience. Marketers often measure the effectiveness of online ads in how much is spent per click. To a lesser degree, marketers are also interested in how many impressions an advertisement makes, which refers to how many people see an online advertisement.
Through-the-line marketing, or TTL marketing, combines the best features of both below- and above-the-line marketing. Through-the-line marketing places a focus on not only raising brand awareness, but also on increasing purchases and raising revenues. As such, TTL marketing uses a combination of approaches from both BTL and ATL marketing, including television advertisements, billboard promotions and targeted online advertisements.
The nationwide campaign could be set to launch on YouTube, with advertisements playing in front of a large audience all across the country. This degree of reach, and the frequency with which people view this campaign, would compose the ATL aspect of the marketing campaign.
On the other hand, the BTL aspect of the marketing campaign would mean that the nationwide YouTube campaign consists of several different, highly tailored commercials. While the BTL activities and ideas in each commercial might fall underneath the umbrella of the nationwide campaign, the commercials themselves could be tailored to speak to certain demographic groups or be targeted at different parts of the country.
A business can make multiple commercials that appeal to different groups and take steps to make sure each advertisement plays only for its target demographic. Using this approach, businesses still reach audiences across the entire country, but different people see different variations of the advertisement based on their personal background.
For smaller businesses, below-the-line marketing may be a more cost-effective way of spreading the word about its products or services. A BTL advertisement campaign can be developed without having to worry about the high costs associated with trying to get space on TV, film or radio.
On the other hand, the ATL approach is well-suited for large, more established businesses that can afford the higher costs of being featured in traditional media.
We exist to serve clients, build brands and grow business. We exist to get results! And we have the people, tools, experience — and track record — to make it happen. We generate leads and drive business — getting heads in beds, enhancing fundraising efforts, or driving sales; the power lies in getting the right offer in front of a qualified prospect, which we accomplish through constant benchmarking, measurement and tracking. Creativity is the heart of our business — great design, breakthrough ideas, market-penetrating promotions.
Our team of talented graphic artists brings this creativity to life with thoughtful design to fit your needs and reach your audiences. We live in a digital world.