The concept of “soft” marketing or BTL advertising includes the following elements:
organization of promotions and discounts;
conducting product tastings in supermarkets;
distribution of perfume strips near the store;
native advertising in blogs;
maintaining indonesia email list the organization's official blog;
use of user-generated content (UGC content);
organization of sponsorship events;
conducting content mailings and sales letters;
organizing business meetings for partners and clients;
using paid recommendations from influencers;
placement of stands in stores with specific products;
distribution of leaflets by promoters;
creation and distribution of viral videos, images and posts.
5 Functions of BTL Advertising
Attracting new customers and increasing sales volumes
BTL tools allow potential consumers to get acquainted with a product, service or the company itself without any risk to themselves. If the product is of interest, the client may return in the future as a regular customer.
Appeal to the target audience
The target audience is a group of people with similar interests and needs that the company aims to satisfy by offering its products or services. Establishing effective contact with the target audience is an important aspect that can be achieved with the help of unobtrusive BTL marketing tools.
Appeal to the target audience
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Presentation
Presentation of the company is another important function of BTL advertising. The marketing campaign not only sells the product, but also presents the manufacturer. For example, an organization can hold a seminar where it will talk about its activities and advantages. This will give visitors the opportunity to get to know the company better and decide on cooperation.
Combination with ATL
Advertising on digital screens is certainly effective. However, to achieve even more significant results, you can organize exhibitions or hold sweepstakes. Direct contact with the audience helps to form a trusting relationship between the consumer and the brand.
Creating an image in the media
Participation in major events and subsequent press mentions have a positive effect on the company's reputation. This is additional advertising that helps to increase brand recognition. People tend to trust familiar things more than unfamiliar ones.