An example would be a TV commercial that says 'come into the store to sample XYZ product'.In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.Also, discount coupons are given for interested buyers, with details of nearby retailers.
Examples of BTL promotion Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion, advertising clutter and increased impulse purchasing.
Some of the interesting examples are: Most of the educational institutes like career launcher, Time and PT are holding informative workshops and free tests for students which give a direct interaction of these institutes with the target customer and hence a suitable platform to sell themselves.
These events give the companies a platform at very low price to promote their brand and increase visibility among target consumer.
These companies also give discount coupons to winners in the games, which in turn boost the sales of the products and ensure that first time users try these products as well.
Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods.
Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.
Tata Shaktee is a strong rural brand from Tata Steel, for roofing products, has BTL activity in the form of Haat participation.
By having a stall at Haat, Tata Shaktee engages potential consumers in interactive games around differentiating attributes of the product.
Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.
Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous.6. Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities.
In addition, according to Kunal Bhardwaj, Above the line is much more effective, when the target group is very large and difficult to define.Tags: Adult Dating, affair dating, sex dating