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What are ATL, BTL, and TTL?
Marketing is both an art and a science that helps you get the attention you want.
When you make a marketing campaign, you have to think about a lot of things that help you come up with the best strategies. Something that you’re willing and capable to do.
You can reach out to your audience in different ways. You can talk to everyone at once, talk to a specific group (or person), or use a combination of both. But did you know that marketing strategies are divided into three?
What is ATL Marketing?
ATL marketing stands for Above The Line marketing.
This type of communication is conventional in its nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, but more on that later.
What you need to keep in mind is that ATL marketing is much more effective than other advertising methods when the target group is very large and difficult to define.
ATL Marketing Examples
Television
In a report made by Nielsen, people spend 3 to 4 hours watching TV. TV advertising is a good way to boost brand visibility. Law firms, accountants, saloons, and others can buy TV airtime. This ad uses audio and video to attract customers.
Radio
People use the radio while driving, working, and at home. Advertisers can reach out to customers in different ways. It is an affordable marketing medium and this form of advertising is affordable for small businesses.
Print Media (Newspapers and Magazines)
This medium can help businesses reach their target market and make their brand more well-known. There are a lot of predefined spots in newspapers, and people can choose based on their product and brand.
There are many different kinds of magazines you can try as well. There are magazines about politics, the stock market, marketing, beauty, and fashion. So it’s up to you to decide who you want to read your work.
Why Should You Consider ATL?
ATL marketing is a great way to make a name for yourself and build long-lasting brand recognition in the general market.
It’s all about how and where you deliver. The result can be very helpful for both new businesses and businesses that already exist but want to grow their target market and demand.
This method can increase the rate of market penetration. In ATL, the rates are higher than with any other form of advertising because it reaches a large number of people at once. But it will be worth it.
What is BTL Marketing?
BTL marketing stands for Below The Line marketing.
It is an effective and inexpensive way to reach a small, specific group. It uses less traditional methods than traditional ATL advertising.
It usually focuses on direct ways of communicating, like direct mail and e-mail, and uses highly targeted lists of names to get the most responses. Some BTL services have a fee that is agreed upon and paid up front.
BTL Marketing Examples
Direct Mail Marketing
Door-to-door marketing means selling products and services on a personal level. Businesses have been using this kind of marketing for a long time.
Here, companies build better relationships with their clients. To persuade customers, salespeople need to be very well trained. A good example of door-to-door marketing is selling insurance. Salespeople go door-to-door and try to get people to buy insurance.
In-store Marketing
This is a type of marketing that is done at a store with different sales promotion offers, such as discounts, free gifts, buy one get one free, and many more. This line of advertising below is also called “in-store promotion.”
Door to Door Advertising
Door-to-door marketing means selling products and services on a personal level. Businesses have been using this kind of marketing for a long time.
Here, companies build better relationships with their clients. To persuade customers, salespeople need to be very well trained. A good example of door-to-door marketing is selling insurance. Salespeople go door-to-door and try to get people to buy insurance.
In-store Marketing
In-store Marketing
This is a type of marketing that is done at a store with different sales promotion offers, such as discounts, free gifts, buy one get one free, and many more. This line of advertising below is also called “in-store promotion.”
Why Should You Consider BTL?
BTL activities give your brand an advantage by highlighting your firm’s presence. It distinguishes your brand while preventing it from becoming lost in the shuffle.
Also, below the line activations make it easier to reach your target audience than with traditional marketing methods.
This type of marketing campaign is designed to increase conversions, as well. You can track conversion rates in BTL campaigns and make adjustments as needed. For instance, how many people saw your ads, how many clicked on them, and how many of them bought a product or service?
What is TTL Marketing?
TTL marketing stands for Through The Line marketing.
It basically combines both Above the Line and Below the Line marketing strategies.
In an age of technological progress and competition TTL advertising strategies are used by marketers today because they want to increase brand visibility and brand recall at the same time.
TTL Marketing Examples
360 Marketing
360-degree marketing campaigns are a creative way to run a campaign because they let you use both ATL and BTL strategies. When you use TTL channels, the brand’s presence across channels like TV, radio, magazines, PPC, social media, and email marketing makes the user’s experience better.
Digital Marketing
Digital marketing is another type of TTL advertising that uses the internet for marketing purposes. Social media, different search engines, email accounts, and affiliate marketing are all examples of TTL digital channels.
What's Best for Your Business?
Now that you know how these three marketing strategies affect your business and what opportunities they offer. But to know what is best for your business, you should take a good look at your goals first. Then decide how to split your resources between them.
Technically speaking, all of these marketing strategies will work wonders on your business. That is why we recommend, instead of focusing on just one method, you can get great results by combining all three. This way, you can meet specific engagement goals while also reaching a larger audience, and you can occasionally target consumer groups to get more targeted results.
When deciding how much weight to give ATL, BTL, and TTL marketing, you should take into account your budget. Especially if you’re a small business with limited funds! Take into account the number of marketing staff you have and your business goals.
Why Verafede?
Verafede is one of the most sought-after integrated marketing communications agencies in the Philippines!
We have been in business for more than eight years, and we have successfully helped small and big companies with their marketing campaigns!
If you need a marketing team to help you get it right, especially in conceptualizing and implementing great ideas, consider reaching out to a tried-and-tested marketing company.
Contact us, and let’s turn ideas into a great experience!
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Miguel Edosma
Miguel Edosma has a bachelor degree in Banking and Finance at the Polytechnic University of the Philippines. But because of his interest in writing, media, communication, research, film, and advertising, he changed his career trajectory to marketing. He currently writes for online news websites, BPOs, and various film groups, and is an intern at Verefede.