Below the line

Below the line (BTL) is a marketing and advertising term that defines all communication activities that do not use traditional mass media (such as TV, radio or national print). It focuses on more direct, targeted and measurable forms of promotion, aimed at specific audience segments.

It is the opposite of "Above the line" (ATL), which instead refers precisely to advertising on classic mass media aimed at a large and undifferentiated audience.

What is it used for / Why is it important

The main purpose of BTL is not (only) to build brand recognition (brand awareness), but to stimulate direct and measurable action. It is important because:

• Precise Targeting: It allows for reaching very specific audience segments (e.g., residents of a district, newsletter subscribers, loyalty card holders), reducing budget wastage.

• Measurability: BTL activities are often easily traceable. It is possible to accurately calculate how many people responded to an invitation, used a coupon or visited a stand. This makes the calculation of ROI (Return on Investment) more accurate.

• Personalisation: It allows the message to be adapted much more personally and relevantly compared to a TV advert.

• Relationship Building: Activities such as events or direct marketing create a deeper and more direct contact with the consumer, encouraging loyalty.

When is it used / In what context is it useful

BTL is fundamental in almost every marketing strategy, especially when the goal is conversion or retention. It is the ideal choice for:

• Direct Marketing: Direct Email Marketing (DEM) campaigns, physical direct mail, telemarketing.

• Promotions: Couponing, discounts, prize draws, loyalty schemes.

• Point of Sale Material (POP): Displays, totems, brochures, shelf stoppers.

• Events and Sponsorships: Trade shows, in-store events, sponsorship of local teams.

• Public Relations (PR): Sending press releases, press kits, media relations management.

• Guerrilla Marketing: Creative and unconventional actions in the local area.

Practical example

An energy drink brand wants to launch a new flavour.

• ATL Activity: A national TV advert showing athletes drinking the product. (Objective: to let everyone know it exists).

• BTL Activity: A team of promoters (hosts and hostesses) who, outside universities and gyms, offer free samples of the new flavour in exchange for a newsletter subscription. (Objective: to let people try the product and collect qualified leads).