Thursday, March 7, 2019
Below the Line Sales Promotion
BTL gross sales promotion is an immediate or delayed incentive to purchase, verbalized in cash or in kind, and having shortsighted duration. It is efficient and cost-effective for locateing a limited and specific base. It uses less stuffy methods than the usual ATL channels of advertising, typically focusing on mold instrument of communication, most commonly direct mail and e-mail, often using highly betokened lists of names to maximize reaction rates. BTL services may include those for which a fee is agreed upon and supercharged up front.BTL is a common technique used for touch and find products (consumer items where the customer will rely on immediate information quite a than previously researched items). BTL techniques ensures recall of the mail while at the same measure highlighting the features of the product. An different BTL technique involves sales personnel deployed at sell stores near siteed products. This technique may be used to generate trials of pertly launched products. It helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, pull back it difficult to gauge consumer- chemical reaction, except at the time of sales.Examples include tele-marketing, alley shows, promotions, in- shop and shop-front activities, display units. The terms below the line promotion or communications, refers to forms of non-media communication, even non-media advertising. Below the line promotions are becoming increasingly authorised within the communications mix of many companies, not only those multiform in FMCG products, but also for industrial goods. Below the line sales promotions are short-term incentives, largely aimed at consumers.With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find come to the fore more effective and cost efficient ways to communicate with the target markets. This has led to a s hift from the regular media based advertising. In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than preceding(prenominal) the Line strategies.These may include activities such as direct mail, unrestricted relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication often using highly targeted lists of names to maximize response rates. Trained sales personnel, often young women, are deployed at retail Stores, near the shelves of targeted products. These young women convince customers visiting these shelves about the better aspects of their brand compared with others. This is ideal for new launches as it generates trials, which if successful result in recur sales.In addition, above the line is much more effective when the target group is very large and difficult to define. But if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness. Say, for example, if a frame manufacturer is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific. More recently, agencies and clients have switched to an Integrated colloquy Approach.