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How do you budget and allocate resources for mobile BTL campaigns?

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Mobile below the line (BTL) advertising is a form of marketing that targets specific audiences with personalized and interactive messages, such as SMS, QR codes, apps, games, and augmented reality. Unlike mass media or above the line (ATL) advertising, mobile BTL campaigns can be more cost-effective, measurable, and engaging. However, they also require careful planning, budgeting, and allocation of resources to achieve the desired return on investment (ROI). In this article, you will learn how to budget and allocate resources for mobile BTL campaigns, from setting objectives and KPIs, to choosing the right channels and tools, to tracking and optimizing performance.

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Sara Ashkoub

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

DGM West Region - Enterprise & SME Sales | Solution Selling Team Leader | Strategic Business Planner | Driving Hefty…

1 Define your objectives and KPIs

The first step to budget and allocate resources for mobile BTL campaigns is to define your objectives and key performance indicators (KPIs). What are you trying to achieve with your mobile BTL campaign? Who are you targeting and how do you want them to respond? How will you measure the success of your campaign? Depending on your objectives, you may choose different KPIs, such as reach, impressions, clicks, conversions, leads, sales, retention, or loyalty. Your objectives and KPIs will guide your budget and resource allocation decisions throughout the campaign.

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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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To budget and allocate resources for mobile BTL campaigns, start by defining objectives and target audience. Allocate budget based on campaign goals, considering factors like advertising costs and technology expenses. Regularly monitor performance and adjust resource allocation to optimize results. By planning, monitoring, and adjusting, ensure campaigns are executed efficiently for maximum impact.

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2 Choose the right channels and tools

The next step is to choose the right channels and tools for your mobile BTL campaign. There are many options available, such as SMS, MMS, push notifications, email, mobile web, mobile apps, games, QR codes, NFC, Bluetooth, location-based services, augmented reality, and more. Each channel and tool has its own advantages and disadvantages, such as cost, reach, engagement, conversion, and analytics. You need to consider your target audience, your message, your budget, and your KPIs when selecting the best channels and tools for your mobile BTL campaign.

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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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In my experience, we utilize door-to-door activation strategies; our approach involves: -Defining clear campaign objectives and plans. -Mapping out resource needs and budget. -Comparing forecasted and actual budgets. -Adjusting suppliers and agreements if needed. -Executing mobile campaigns while optimizing resources. -Ensuring stakeholder satisfaction throughout.

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3 Estimate the costs and benefits

The third step is to estimate the costs and benefits of your mobile BTL campaign. You need to consider both the fixed and variable costs of your campaign, such as the development, deployment, maintenance, and distribution of your mobile BTL content and tools. You also need to estimate the potential benefits of your campaign, such as the expected revenue, profit, or lifetime value of your customers. You can use various methods to calculate the costs and benefits of your mobile BTL campaign, such as cost per mille (CPM), cost per click (CPC), cost per action (CPA), cost per lead (CPL), cost per sale (CPS), or return on ad spend (ROAS).

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Dhananjay Bhongale

DGM West Region - Enterprise & SME Sales | Solution Selling Team Leader | Strategic Business Planner | Driving Hefty Revenue | SaaS & PaaS Expert | B2B Sales Specialist | Digital Strategist | Ex. Indiamart & BlueDart
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Estimate costs for creative production, media buying, analytics tools, and contingency. Benefits include increased brand visibility, engagement, and potential for higher ROI.

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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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To effectively budget for mobile BTL campaigns, start by setting clear objectives and understanding your target audience. Allocate resources based on your goals, choosing effective media like mobile vans—such as those used by Hanks Advertising—for wide coverage and direct engagement. Estimate costs for vehicle rental, fuel, permits, branding, and staffing, while keeping a contingency fund. Assign team roles, select reliable vendors, and monitor the campaign’s progress. Post-campaign, review results to optimize future efforts. Mobile van branding can significantly enhance your campaign's impact.

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4 Allocate your budget and resources

The fourth step is to allocate your budget and resources for your mobile BTL campaign. You need to balance your budget and resources among the different channels and tools you have chosen, as well as among the different stages of your campaign, such as awareness, consideration, action, and loyalty. You need to prioritize the channels and tools that are most aligned with your objectives and KPIs, and that offer the best value for money. You also need to allocate enough resources for testing, monitoring, and optimizing your mobile BTL campaign.

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5 Track and optimize performance

The final step is to track and optimize the performance of your mobile BTL campaign. You need to use the appropriate tools and metrics to measure the effectiveness of your mobile BTL campaign, such as the number of impressions, clicks, conversions, leads, sales, retention, or loyalty. You also need to compare the actual results with your objectives and KPIs, and identify the strengths and weaknesses of your mobile BTL campaign. You need to use the insights and feedback from your mobile BTL campaign to adjust your budget and resource allocation, as well as your content and strategy, to improve your ROI.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you budget and allocate resources for mobile BTL campaigns?

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1 Define your objectives and KPIs

2 Choose the right channels and tools

3 Estimate the costs and benefits

4 Allocate your budget and resources

5 Track and optimize performance

6 Here’s what else to consider

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