Communicating Value to Customers
- Promotion really means communicating value to your customers.
- It's about answering how you ensure people know about your product, understand its benefits, and choose it over competitors.
Promotion Types: Above, Below, and Through the Line
Definition
Promotion
Promotion refers to the methods used by businesses to communicate with customers about their products or services.
Above the Line (ATL): Mass Media Advertising
- ATL promotion uses mass media to reach a broad audience.
- It's ideal for building brand awareness and reaching large numbers of potential customers.
Television commercials, radio ads, billboards, and online banner ads.
Advantages:
- Reaches a wide audience, making it effective for brand awareness.
- Builds brand credibility through mass media exposure.
Disadvantages:
- High costs associated with TV, radio, and newspaper advertisements.
- Difficult to measure effectiveness compared to targeted marketing strategies.
ATL is best for products with a wide target market, such as consumer goods.
Common Mistake- Don't assume ATL promotion always guarantees high sales.
- Its effectiveness depends on the quality of the message and its alignment with the target audience.
Below the Line (BTL): Targeted, Direct Efforts
- BTL promotion focuses on specific audiences through direct and personalized methods.
- It's more measurable and often aims to convert interest into sales.
Email marketing, in-store promotions, loyalty programs, and social media engagement.
Advantages:
- Highly targeted, ensuring marketing reaches the right audience.
- Better engagement through direct interaction with consumers (e.g., promotions, events).
Disadvantages:
- Limited reach compared to ATL strategies.
- Time-consuming to execute personalized campaigns.
BTL is effective for businesses with a niche market or those looking to build strong customer relationships.
Common Mistake- Avoid using BTL methods that feel intrusive, such as excessive telemarketing or spam emails.
- These can harm your brand's reputation.
Through the Line (TTL): Integrated Campaigns
- TTL promotion combines ATL and BTL strategies for a holistic approach.
- It ensures consistent messaging across all channels, maximizing reach and impact.
A company might run a TV ad (ATL) while simultaneously using social media to engage viewers with a discount code (BTL).
