BTL (below the line) marketing involves direct engagement with customers to build brand awareness or drive sales through promotions. It allows for personalized messaging and is commonly used for tangible products. BTL is highly measurable and provides insights into return on investment. Rural BTL includes on-ground activations, merchandising, exhibitions and seminars while urban BTL focuses on promotions. Hiring a BTL agency provides scalability, simplicity, measurability and cost savings.

1. to
M~powe
r
Amplify
Magnify
Enrich
Empower
Tech evolved
BTL?
~ perspective to rural / urban BTL activation

2. The word “line” was born out
of an accounting definition in
terms of above the line (capital
expenditure) or below the line
(current expenditure)
The BTL
methodology

3. Niche focused
Why Brand hire a
BTL agency ?
Used to either build brand awareness or drive
sales through specific offers (promotions)
Gives the marketer the ability to tailor their
messaging in a more personal manner to the
audience
A common technique used for "touch and
feel" products
The Objectives are similar in both cases
Rural
On ground Brand Activation
Merchandising
Loyalty Program
Exhibitions
Seminars
Physical Mailers
Marketers gets valuable insights into their return-on-investment
Insights can then be used to inform the next BTL communication
to the audience and tailor the messaging based on the feedback
received
This strategic approach allows brands to engage with a customer
at multiple points (for e.g. The customer will see the television
commercial, hear the radio advert & handed a sample to taste
on the street corner to physically experience the brand )
+
2 types of BTL agency exists
Urban
Promotions are highly measurable
BTL + mobile ~ effect ?
Talks one on one to the consumers
Reinforce attribute and saliences
Physical personal engagement
for long term
(A typical & a Traditional format )
Scalability, Simplicity Measurability &
Savings
• Reaching the audience in villages
(segmentation)
• Identifying the TG
• Filtering your audience (targeting)
• Interact with TG for 40-50mins
• Introduce category/ product to the
TG
• Revisiting the village next year
Create “Owned medium” for
generating value to brands,
compete with others with
better ROI matrix
Build Business Intelligence with
analytics & insights

4. Do you still need
reasons to feel
powerful ?
Yeah… !