How do you choose the right channels and platforms for below the line advertising?

1 Know your goals and audience

Before you decide on the channels and platforms for your BTL advertising, you need to have a clear idea of what you want to achieve and who you want to reach. Do you want to generate leads, increase sales, build loyalty, or raise awareness? Who are your ideal customers, what are their needs, preferences, and behaviors, and where do they spend their time and money? Knowing your goals and audience will help you narrow down the options and select the most relevant and effective BTL channels and platforms for your campaign.

2 Choose the right mix of channels and platforms

Using BTL channels and platforms to deliver your message to your target audience can be a great way to reach them. Direct marketing involves sending personalized messages or offers to prospects or customers via email, mail, phone, or text. With digital marketing, you can use online platforms like websites, blogs, social media, search engines, or mobile apps. Event marketing is when you organize or participate in events like trade shows, seminars, webinars, or workshops. Guerilla marketing is all about using unconventional, creative, and low-cost tactics to surprise and impress your audience. To get the most out of your BTL strategy, it's important to use a combination of these channels that complement each other and suit your goals and audience. For example, following up with leads generated from an event using direct marketing, or using digital marketing to amplify the impact of your guerilla marketing stunt.

3 Test and measure your results

Analyzing the results of your BTL advertising campaigns is key to understanding what works and what doesn't. You can use response rate, conversion rate, return on investment (ROI), and customer feedback to track and analyze your campaigns. Response rate measures the percentage of people who responded to your call to action; conversion rate measures the percentage of people who completed a desired action; ROI measures the profit or loss generated by your BTL campaign; and customer feedback measures customer satisfaction, loyalty, and referrals. By testing and measuring your results, you can identify the strengths and weaknesses of your BTL channels and platforms and make adjustments or improvements to optimize your BTL strategy.

4 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?