Below the Line (BTL) marketing strategies are an innovative offline mode of marketing. BTL campaigns provide more customer engagement and experience personalisation than any ATL or digital brand campaign. Since BTL allows more direct communication between both parties, brands and customers can interact and connect individually.
Almost all marketing efforts have gone digital with the dawn of social media platforms and websites. BTL activations provide a more out-of-the-box way of bringing your brand messaging to life, without the restrictions that a typical social media platform puts on you. However, these strategies are a little critical. In such a case, a BTL marketing agency can help you plan and execute BTL activations that bring your brand to life.
Why Does Your Business Need BTL Activations?
Your brand and business stand to gain significantly from BTL activations.
- Direct communication between brands and customers
- Higher brand awareness
- Distinguishes your brand in the crowd
- Reaches your target consumers
- Increases brand credibility
- Allows customers to experience your products
- It leaves a lasting impression on your audience
Popular BTL Activation Ideas:
Artistic Photo Booths:
A branded photo booth makes for an attractive stopping point at any public event. No matter which type of event you promote, personal or corporate, a photo booth can always fit. Digitalizing these photo booths ever-so-slightly has ensured they remain instagrammable and will catch the attention of millennials and Gen Z alike. They allow users to build their social clout while interacting with your brand. So in a way, your brand gets to be a part of it with all the attention they get.
In a photo booth, users who enter need to interact with the given instructions. It allows them to add filters, layouts or hashtags to their pictures. When they upload an image using the predetermined event hashtag, they receive a print of the image. This can often result in your even trending on social media.
Social Cafes or Tweet Cafes:
A social or tweet cafe is a great way to make your brand and event trend on social media. It is the perfect way for brands to get more attention by giving surprises to all visitors. A tweet cafe gives small wonders to all users tweeting or posting using a given hashtag. Every tweet works towards increasing your campaign reach to reach as many active users as possible organically. The gifts might cost a bit, but you save significantly on your campaign promotion budget.
Social Photo Mosaic Wall:
A social mosaic wall is another way to get your event to trend across social media. Anyone attending an event will always take pictures. When you put a photo mosaic wall, you can use it to capture almost every picture taken at your event, summarising the event and letting attendees know if they missed anything. This way, you can create a digital photo album for your event without asking people to send pictures separately. All you need to do is follow your event’s live updates or hashtags, and you will find all the pictures you need from all your social handles.
3D Holographic Installation:
A holographic fan gives a new dimension of excitement and fun to your event. You can see this hologram without using 3D glasses. With such activation, you not only grab your audience’s attention, but you also tell them that you are trendy, technologically savvy, and updated on market trends.
Event Sponsorship:
This is one of the oldest BTL marketing ideas but has worked almost every time. If your brand is associated with one of the most eye-catching events in town, you get a part of all the promotion that the event does for itself. Depending on the level of sponsorship you choose, your brand can use event sponsorship as a way of defining itself anew.
Also Read: 6 Useful Tips to Maximize Audience Attendance at B2B Events
In this global market that’s being digitally transformed, offline marketing efforts like BTL activations make brands more real. Consumers are so used to discovering new products behind their screens. So, when they can physically touch a product or experience a brand, it makes for a refreshing and memorable experience. If you haven’t yet tried BTL activities for your brand, it’s time to choose a credible BTL marketing agency and bring your idea and brand to life.
