Below-the-line marketing

What is Below-the-Line Marketing?

Below-the-line marketing (BTL) is a type of advertising strategy that focuses on targeting a smaller and more specialized audience than a typical above-the-line marketing campaign. It is used to create more direct, personalized and interactive marketing strategies. BTL marketing also allows companies to track their progress and measure their return on investment (ROI) more effectively.

Examples of Below-the-Line Marketing

Below-the-line marketing can take many forms. Some popular examples include:

  • Direct mail: Sending physical mail such as postcards, letters, or brochures directly to potential customers.
  • Point of sale: Promotional materials placed in stores or other physical locations.
  • Telemarketing: Calling potential customers on the phone to discuss products and services.
  • Coupons: Offering discounts or other incentives to encourage customers to purchase.
  • Events: Hosting events such as trade shows, seminars, or product launches to create buzz around a brand.
  • Public relations: Generating publicity for a brand through press releases, media interviews, and other strategies.

Benefits of Below-the-Line Marketing

Below-the-line marketing is an effective way to reach a more focused audience and generate leads. It is also typically more cost-effective than above-the-line marketing, as it can be tailored to fit a company’s budget. Additionally, BTL marketing campaigns are more easily tracked and measured, allowing companies to better understand their ROI and adjust their strategies accordingly.


Below-the-line marketing is a powerful tool for companies looking to reach a more targeted audience and measure their progress. By utilizing direct mail, point of sale, telemarketing, coupons, events, and public relations, companies can create personalized and effective marketing strategies that generate leads and drive sales.