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How do you align your BTL advertising with your event goals and objectives?

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Below the line (BTL) advertising refers to any form of direct or targeted communication that does not involve mass media channels. BTL advertising can be a powerful way to reach and engage your potential event attendees, but it requires careful planning and alignment with your event goals and objectives. In this article, you will learn how to do that in six steps.

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Sara Ashkoub

I help new LinkedIners OVERCOME FEAR and build STANDOUT PROFILES with personalized guidance ? Founder @ Let’s Linked ?…
Mitushi Gupta

Top Branding Voice I Marketing I Crompton I AGL I PPO- Roca India | Nestle I Brand Management Content Creator
Prachi Thadeshwar

I help you attract and convert clients through innovative media. DIRECTOR at HANKS ADVERTISING , working relentlessly…

1 Define your event goals and objectives

Before you start planning your BTL advertising, you need to have a clear idea of what you want to achieve with your event. What is the purpose, theme, and value proposition of your event? Who are your target audience and what are their needs and preferences? How will you measure the success of your event? These are some of the questions you need to answer to define your event goals and objectives.

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Mitushi Gupta

Top Branding Voice I Marketing I Crompton I AGL I PPO- Roca India | Nestle I Brand Management Content Creator
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Align BTL advertising with event goals by tailoring messaging, utilizing event-specific channels, incorporating event themes in creatives, leveraging promotions tied to the event, and measuring success against predetermined event objectives.

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Prachi Thadeshwar

I help you attract and convert clients through innovative media. DIRECTOR at HANKS ADVERTISING , working relentlessly since 2010. A chartered accountant by qualification, and marketeer by heart.
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Aligning BTL with event goals is like crafting a symphony. At Hanks, with 14 years of orchestrating outdoor campaigns, we believe BTL should be the crescendo to your event. By deeply understanding your objectives, we create BTL experiences that resonate, drive footfall, and leave a lasting impression. It's not just about visibility; it's about creating a holistic journey that amplifies your event's message

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2 Choose your BTL advertising channels

Once you have your event goals and objectives, you need to decide which BTL advertising channels are best suited for your event. There are many options to choose from, such as email, social media, direct mail, flyers, brochures, coupons, banners, posters, billboards, and more. You need to consider factors such as your budget, your audience reach, your message, your timing, and your creativity when choosing your BTL advertising channels.

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Sara Ashkoub

I help new LinkedIners OVERCOME FEAR and build STANDOUT PROFILES with personalized guidance ? Founder @ Let’s Linked ? Linkedin Profile Optimization ? Marketing & Brand Consulting
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Choose BTL channels that best reach your target audience and align with your event type. This might include direct mail, outdoor advertising, or experiential marketing.

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3 Craft your BTL advertising message

The next step is to craft your BTL advertising message that will capture the attention and interest of your potential event attendees. Your message should be clear, concise, relevant, and compelling. It should highlight the benefits and features of your event, as well as the urgency and call to action. You should also tailor your message to fit the tone and style of each BTL advertising channel.

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Sara Ashkoub

I help new LinkedIners OVERCOME FEAR and build STANDOUT PROFILES with personalized guidance ? Founder @ Let’s Linked ? Linkedin Profile Optimization ? Marketing & Brand Consulting
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Ensure that your BTL advertising communicates a consistent message that aligns with your event’s theme and objectives. This coherence reinforces your brand and event goals.

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4 Test and optimize your BTL advertising

Before you launch your BTL advertising campaign, you need to test and optimize it to ensure that it is effective and efficient. You can use various methods to test your BTL advertising, such as surveys, focus groups, A/B testing, and analytics. You should also monitor and measure the performance of your BTL advertising using key performance indicators (KPIs) that align with your event goals and objectives.

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5 Integrate your BTL advertising with other marketing efforts

Another important step is to integrate your BTL advertising with your other marketing efforts, such as above the line (ATL) advertising, online advertising, public relations, and word of mouth. This will help you create a consistent and coherent brand image and message across all channels and touchpoints. It will also help you increase your exposure and reach, as well as reinforce your credibility and trustworthiness.

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Sara Ashkoub

I help new LinkedIners OVERCOME FEAR and build STANDOUT PROFILES with personalized guidance ? Founder @ Let’s Linked ? Linkedin Profile Optimization ? Marketing & Brand Consulting
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Collaborate with relevant partners and sponsors whose objectives align with yours. Their support can amplify your reach and enhance the event’s credibility.

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Samuel Gaikwad

Creative & Brand Marketing Leader | 16+ Years in Strategic Campaigns, Design Innovation, and Team Leadership | Open to Leadership Roles in Creative/Graphics & Brand Management
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Integrating BTL advertising with other marketing efforts is not just about coordinating campaigns; it's about creating a cohesive and immersive brand experience that resonates with your audience. By ensuring brand consistency, synchronizing timing, leveraging cross-promotions, creating a seamless customer journey, using data to bridge online and offline efforts, and establishing a feedback loop, you can maximize the impact of your marketing efforts and achieve your event goals more effectively. This holistic approach not only enhances the overall effectiveness of your marketing strategy but also ensures that every touchpoint contributes to a unified, compelling brand narrative.

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6 Evaluate and improve your BTL advertising

The final step is to evaluate and improve your BTL advertising based on the results and feedback you get from your campaign. You should analyze the data and insights you collect from your BTL advertising and compare them with your event goals and objectives. You should also identify the strengths and weaknesses of your BTL advertising and make adjustments and improvements accordingly.

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How do you align your BTL advertising with your event goals and objectives?

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1 Define your event goals and objectives

2 Choose your BTL advertising channels

3 Craft your BTL advertising message

4 Test and optimize your BTL advertising

5 Integrate your BTL advertising with other marketing efforts

6 Evaluate and improve your BTL advertising

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