ATL, BTL, TTL Marketing: What is it?
Let's look at 3 concepts - ATL, BTL and TTL advertising - and tell you how they differ from each other.
What is ATL
ATL (Above The Line) is a traditional, mass advertising channel that impacts a wide audience:
TV: commercials, sponsorship of programs and sports broadcasts.
Radio: audio advertising, radio advertising on air.
Printing: advertising in newspapers, magazines, outdoor advertising.
Internet: advertising on major portals, social networks.
What is BTL
BTL (Below The Line) advertising is a buy phone number library non-standard, more local and personalized advertising strategy that is aimed at a specific audience. Let's list some specializations and communication channels:
Event marketing: holding conferences, exhibitions, promotional events.
Direct marketing: sending letters, SMS.
Cold calling: direct interaction with potential clients.
Affiliate programs: joint promotions with other companies.
What is TTL
TTL (Through The Line) is an integrated approach that combines the benefits of ATL and BTL. It uses various channels and tools, which allows achieving a synergistic effect:
Combining traditional advertising with digital channels: TV commercials with calls to action on social media.
Using a cross-channel approach: creating a single message that is distributed across all channels.
Creating a unified marketing strategy: combining the efforts of marketing departments to achieve common goals.
It is important to mention that much in business depends on processing requests that come from various advertisements. Automating sales, reducing routine and the risk of manager errors allows integrating telephony with CRM. It is available to users of the UIS business communications system on tariffs starting with "Universal".
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BTL advertising: what are the advantages
Let's describe in more detail the advantages of this type of promotion:
Personalization : This allows you to focus your efforts on specific target groups.
Creativity : Campaigns can be fun, interesting and engaging, which is rare in ATL.
Increased loyalty : BTL advertising allows you to build closer and more personal relationships with customers than mass ATL channels.
Awareness raising : Good for running local campaigns that allow you to reach a target audience in a specific region.
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BTL advertising: what are the disadvantages
Despite many advantages over ATL, BTL advertising is not without its drawbacks, which is important to consider when choosing a marketing strategy:
Limited Reach: BTL campaigns tend to reach a smaller audience than ATL.
Risk of failure: They are often built on unconventional creative ideas that can be risky and do not always live up to expectations.
Complexity of analytics: such marketing activities often have a delayed effect, which makes it difficult to measure their effectiveness. However, when using multi-channel analytics, the chances of getting an objective picture of conversions, including associated ones, increase.
It is important to pay attention not only to innovative marketing activities, but also to the latest channels of communication with customers. Many customers find it convenient to communicate with managers via Telegram, WhatsApp and social networks. Many companies already accept requests in these channels, but for greater convenience, they can be combined in a single omnichannel communications widget . It is installed on the site, and the user can choose which channel to contact - instant messengers, regular online chat, phone call and other channels are available here.
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BTL advertising: popular tools
BTL advertising includes various marketing tools related to both online activities and offline activities directly at points of sale - below we list the main types.
SMM
It is known that users' attention is increasingly moving to social networks, and the formation of communities in them is becoming a powerful tool for BTL advertising. This allows you to go beyond traditional channels and tools, to reach the target audience in its natural environment.
BTL advertising uses special formats of SMM content, here are some examples:
Flash mobs: organizing flash mobs on social networks using special hashtags and a call to participate.
Competitions: holding competitions with prizes and tasks related to the brand or product.
Live broadcasts: organizing live broadcasts with the participation of experts, opinion leaders or brand representatives.
Affiliate programs: joint projects with influencers who promote the brand on their social networks.
End-to-end analytics will help you understand how a BTL campaign “recoups” the money invested . It is important to note that this tool works in conjunction with a virtual PBX and an omnichannel communications service, so the statistics on the effectiveness of advertising sources take into account all types of requests - by phone, in messengers, on VKontakte.
Email newsletters
Email newsletters allow you to create subscriber lists based on their interests, demographics, and online behavior.
Examples of using this tool in BTL campaigns:
News and Updates: These are regular emails with news about the brand, products and services.
Special offers: this is a mailing of information about discounts, promotions and special offers for subscribers.
Content Marketing: This is the distribution of useful content (examples: articles, infographics or videos related to the brand topic);
Reviews: This is a distribution of reviews from customers or experts about the brand's products and services.
Surveying: This is the process of conducting surveys and questionnaires, which allows you to get feedback from customers.
Sales and promotions
Sales and promotions attract customers' attention to the brand and its products, offering favorable purchase conditions.
Types of sales and promotions used in this type of campaign:
seasonal sales;
promotions with gifts;
promotions with coupons;
loyalty programs;
promotions with competitions.
Handouts
Unlike digital content, handouts leave a tangible impression.
Here are examples of handouts used in such campaigns:
Leaflets: small paper leaflets with brief information about a brand or promotion.
Brochures: Larger paper brochures containing detailed information about products and services.
Catalogues: printed catalogues with photos and descriptions of the company's products.
Stickers: small stickers with a company logo or slogan.
Flyers: leaflets with information about upcoming events or promotions.
POS materials
POS materials are located at the point of sale, where the buyer is already interested in the product and is ready to make a decision. It is important to add that they can also stimulate impulse purchases.
Types of POS materials used in such campaigns:
Wobblers: small plastic plates with an advertising message that are attached to the shelf with the product.
Standees: mobile stands with an advertising message that can be placed at the entrance to a store or in a sales area.
Stickers: Stickers with an advertising message that can be placed on products, shelves or in the checkout area.
Brochures and flyers: printed materials with information about a promotion or product that can be displayed on stands or handed out to customers.
Outdoor advertising: billboards, banners and other types of outdoor advertising located near the store.
Merchandising
A properly organized display case or shelf with goods can attract the customer's attention and make him interested in the product.
Let's list the key elements and tools of merchandising:
The display window should be bright, attractive and reflect the brand style.
Product placement: The product should be visible to the buyer and arouse interest.
Decorative items: posters, stickers, coasters and other items can attract customers' attention.
Lighting: Proper lighting can make products more visible and even attractive.
Color Scheme: Using the right color scheme can influence the mood of the customer and encourage them to buy.
Competitions, gifts for purchase, lotteries
Contests, gifts and lotteries attract customers' attention to the brand and its products, offering a chance to win valuable prizes or receive pleasant bonuses.
Let's list the types of this advertising in BTL campaigns:
competitions with creative tasks;
photo or video contests with a product or brand;
contests with reviews;
gifts with purchase;
lotteries with prizes.
Tasting and sampling
Tasting and sampling allow customers to experience the product first-hand, assessing its taste, aroma and texture.
Types of tasting and sampling used in BTL campaigns:
tasting in the store;
distribution of product samples on the street and in shopping centers;
tasting at exhibitions and conferences;
inclusion of samples in mailings (e.g. magazines or catalogues).
