Advertising is omnipresent. Every day, consumers encounter it in the most varied forms creative marketers come up with. The challenge of creating campaigns that not only capture attention but also resonate with the target audience gets bigger day by day. The traditional methods of Above-The-Line (ATL) advertising, such as television spots, radio commercials, and print advertisements, have become commonplace and, at times, easily avoidable.
In response to the growing consumer aversion to obvious advertising, marketing experts have turned their attention to Below-The-Line (BTL) campaigns, implementing subtle, often expertly disguised strategies to engage specific target groups.
Picture a line that divides mass-oriented ATL advertising from targeted, discreet BTL efforts. The latter encompasses a diverse array of approaches, from influencer marketing and product placement to guerrilla campaigns. These unconventional methods offer marketers a playground of possibilities, allowing for creativity to flourish. Whether it’s orchestrating a flash mob in a bustling city center, organizing a mobile catwalk, or distributing eccentric giveaways, the only limits are those that avoid damage to property or reputation. In case of ambiguity, companies need to classify these promotions as paid advertising campaigns.
Contrary to popular belief, BTL campaigns don’t have to be extravagant or budget-intense to achieve success. A well-crafted BTL campaign possesses the ability to organically gain momentum, fostering independent growth and, in the best-case scenario, secure media coverage without additional efforts.
Recall the Ice Bucket Challenge from a fews summers ago; a phenomenon that saw tens of thousands willingly take an icy shower to raise awareness for ALS. Originating as a humble video challenge among friends on social networks, the movement rapidly spread globally, infiltrating conversations in various media outlets. This viral success serves as a testament to the potency of subtle, engaging BTL strategies that captivate audiences and spark widespread discourse.
Once a BTL masterpiece is executed, the challenge lies in quantifying its impact and determining where and how it made its mark. Media monitoring tools emerge as invaluable assets, automatically scouring various platforms for defined keywords associated with the campaign. From traditional broadcast media like TV and radio to press, podcasts, web texts, and web TV sources like YouTube, the reach and resonance of a BTL campaign can be meticulously assessed.
Media monitoring providers like eMM even offer sentiment analysis, providing insights into how the campaign is perceived by the audience. Beyond mere visibility metrics, understanding the emotional response elicited by a BTL campaign becomes paramount for refining future strategies.
Media that can be searched using the eMM Dart media monitoring tool include classic broadcast media such as TV and radio, press, podcast, web text and also web TV sources. In addition, the sentiment can be analysed, allowing to discover how the campaign is perceived by the audience.
Above all, the baseline for a successful BTL campaign is the precise definition of a target group and a response to fit their needs – in a way that surprises. So be creative and strike a new path that will inspire your target group – who knows? Maybe your next campaign will hit a nerve and your company will soon be a topic of conversation in the media!
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