Below-the-line marketing or simply BTL is the marketing mode of choice for businesses that don’t have a lot of money but are desirous of making a meaningful connection with their customers. BTL has also been used by big companies as well like McDonald’s and Nike. Now that technology is shifting power away from the mainstream media, people are taking control. Customers have a powerful voice, and the Internet and social media are their amplifier- the largest distribution channel of communication in the world.
BTL enables companies to deliver a highly targeted, personal message to consumers. Among the BTL methods that companies commonly use are as follows:
1) Price promotions. These include percentage discounts and two-for-one promos.
2) Vouchers and coupons. The objective of using them is to maximize the number of people who redeem them. When doing coupon campaigns, retailers must ensure they have enough products in stock for customers redeeming the coupons.
3) Refunds or rebates. The retailer or manufacturer pays customers a certain sum when they submit proof of purchase of a product.
4) Gifts with purchase. This is a common promo technique that gives customers something extra when they buy an item or subscribe to a service.