Below-the-line advertising is the process of marketing or advertising without the mainstream medium such as television or radio. The mode of a direct campaign such as direct mailing, trade shows, catalogs which are done with the focus on marketing is also under the category of below-the-line marketing. The main reason for the promotion of products through the line marketing is because it is one of the most cost-effective ways of promoting that will help the user to spread across their marketing model to a wide range of customers yet at a low price rate.
Below the line marketing tools are mostly online media such as Facebook, Instagram, mail, and other formats of internet marketing. It is the best form of marketing for companies that are beginning their business from the start as the budget required for it is highly limited and thus, it might not be the most burdensome element in their budget.
Below-the-line marketing has the greatest perk of offering clients a direct link to their customers. Unlike above-the-line marketing in which customers or the viewers have no tool to reach out and communicate to the provider, in below-the-line marketing, there are easy ways to communicate with the provider or the seller. This will enable the service provider to understand the needs of the customer and act accordingly.
Some of the common tools used in below the line marketing are as followed:
Pamphlets: Pamphlets or brochures are some of the printed mediums that are used for promotion. Along the line the recent addition is kiosks. These printing materials and digital boards are also highly effective tools that can be used to promote a product or service to a selected group of audience. Unlike above-the-line promotion, a printed material might not be highly costly and can as well reach a wider audience in the targeted group.
- Sales promotion:
Sales promotion is one of the most attractive means of promotion for a brand through the means of below-the-line marketing. There are constant sales conducted by an E-Commerce firm as through the means of sales, they can attract a wider audience. If sales are promoted highly it is also possible for them to gain a lot more new customers.
- Outdoor advertisements:
Outdoor advertising is a very traditional model that has been used by below-the-line marketing to advertise their products. It is done in varied means such as billboards or banners to attract a wide range of customers. Even big hoardings on the highways or street corners are a form of below-the-line marketing.
- Internet marketing:
Internet marketing falls under a diverse category such as social media marketing, email marketing, and many more. There are wide channels that are used for this particular marketing medium such as Facebook pages and Instagram promotions, Twitter, Linked In, and many more. It can easily be said that social media are the most prominent tools that are used by below-the-line marketing through the internet.
Below-the-line marketing is a prominent tool of marketing that can be used for small-scale business to reach their targeted audience along with being cost-effective.