I’m sure that at some point, talking to your marketing-savvy friend, he or she has mentioned the word “BTL” and you’ve had a look on your face that looks a bit like this
In marketing, there is no shortage of terms that we use to label everything.
But don’t worry, today we bring you the definitive article that will make it very clear what exactly this concept is all about and what the role of a below the line marketing agency is.
Let’s start at the beginning, let’s define concepts.
What is Below The Line?
Marketing experts love English terms, everything is better in English, but if we translate it into Spanish it would be something like “Debajo de la Línea” (Below the Line). I’m sure you’re thinking, what does that mean? These are all those non-massive and non-intrusive communication actions that are aimed at a specific target audience.
All the resources we use in a BTL campaign are nothing more than creativity, surprise and taking advantage of opportunities to communicate the message we want in the most surprising way.
Take a look at our article about BTL activations and get to know all its advantages, it won’t leave you indifferent.
But beware, there is more, there are many benefits to be gained from campaigns with these characteristics, so pay attention:
It is far more cost-effective than any of its alternatives.
As well as “below the line”, we also have the term “Above The Line” which, in contrast to this, is a type of mass communication used in media such as radio and television.
Imagine the costs of such campaigns, on the other hand, BTL campaigns are much more cost-effective as they target a very specific niche, they are perfect for small and medium sized companies, and their ROI is always very high.
They are very versatile
They adapt to both off and online formats. So they adapt to the needs and ideas of our customers.
Measuring your results? It’s a no-brainer.
They are very simple to measure, with parameters such as lead generation or product testing, we already have everything we need.
But the key to it all is the impact it creates on the user.
Such is the level of ingenuity and creativity we employ in these campaigns that they never leave anyone indifferent.
All that glitters is not all that glitters, however, and there are some drawbacks.
We must always be constantly evolving. Given the great versatility of these campaigns, what may have been the best yesterday may be obsolete tomorrow. But don’t worry, our specialised team is working on new and groundbreaking campaigns all day long.
But then, what is a btl agency?
Btl agencies are those dedicated to creating and carrying out high-impact advertising actions using unconventional marketing methods.
If there is one thing that defines us, it is our actions. Below The Line agencies are constantly changing. Society changes and our marketing actions not only change with it, but we try to stay ahead of it. Always studying the market and consumers, developing predictive models to be there before anyone else.
Wait, wait, if it’s still not clear to you after so much theory, we’ll show you an example, so stay tuned!
BTL activation for Sephora
Sephora asked us to create an action that combines the spirit of summer with the perfect make-up.
On one of Ibiza’s most popular beaches we created an amazing Sunset Corner by Sephora where everyone could apply their make-up with looks full of shine and colour. We made them part of our movement with a golden tattoo of the brand with which they would get great discounts in shop!
A team of entertainers/dancers closed our activation through the streets of Ibiza and around the shop encouraging people to take advantage of amazing gifts and make-up.
Financiado por la Unión Europea-Next Generation EU