[UPDATED OCTOBER 2025]

Marketing plays a key role in promoting products and services. 

Businesses use different strategies to reach their audiences. 

One effective strategy is BtL (Below-the-Line) marketing. 

But exactly what is BtL marketing?

This approach focuses on direct, personalised communication with customers. 

In this article, we’ll explain BtL marketing, its examples, advantages, disadvantages, and how it differs from other types of marketing.

What is BtL Marketing?

BtL marketing is a strategy that focuses on targeting specific groups of people through direct and personalised communication. 

Unlike traditional mass advertising, which uses broad channels like TV, radio, or billboards, BtL marketing emphasises one-on-one interaction and niche audiences.

The term ‘Below-the-Line’ refers to activities that do not involve mainstream media. 

Instead, it relies on methods like email marketing, direct mail, in-store promotions, loyalty programmes, and event marketing. 

These tactics allow businesses to engage directly with customers and tailor their messages to individual needs or preferences.

BtL marketing is especially effective for small to medium-sized businesses or campaigns that aim to build personal connections and encourage immediate action. 

One of the key benefits of BtL marketing is its ability to provide measurable results. 

Metrics like email open rates, redemption of coupons, or footfall at events help businesses assess the effectiveness of their campaigns. 

It’s also a cost-effective approach compared to large-scale advertising, making it ideal for companies with smaller budgets.

While BtL marketing is highly targeted and engaging, it does have limitations, such as a narrower reach and the potential to be time-consuming. 

Nevertheless, it remains a powerful tool for businesses looking to personalise their approach and create meaningful customer interactions.

Examples of BtL Marketing

BtL marketing can take many forms, including:

Email Marketing

Email marketing is one of the most widely used BtL strategies. 

Businesses send tailored messages directly to customers, such as product recommendations, newsletters, or special offers. 

For example, an online store might send a personalised discount code to loyal customers on their birthdays, encouraging repeat purchases.

Direct Mail Campaigns

Direct mail involves sending physical materials like brochures, flyers, or postcards to customers. 

For instance, a local restaurant might send out promotional coupons to nearby residents. Direct mail is particularly effective for reaching a specific demographic or location.

In-Store Promotions

In-store promotions include product sampling, demonstrations, or special discounts offered at the point of sale. 

Supermarkets often run BtL campaigns by giving free samples of new products or offering exclusive discounts through loyalty cards.

Event Marketing

Hosting or sponsoring events is another powerful BtL tactic. 

Businesses use events like workshops, pop-up shops, or product launches to interact directly with potential customers. 

For example, a cosmetics brand may host a free makeup workshop to showcase their products and attract new buyers.

Loyalty Programmes

Loyalty programmes reward customers for repeat purchases. 

Examples include point systems, cashback offers, or exclusive member discounts, such as Costa Coffee offering a free drink after every 10 purchases is a classic BtL approach to encouraging customer retention.

Influencer Partnerships

Though often considered a digital strategy, influencer collaborations can also be BtL. 

Small-scale influencers (micro or nano influencers) often work within niche communities, promoting products directly to highly engaged followers. 

For example, a fitness influencer might share a personal testimonial about a protein supplement.

Guerrilla Marketing

This creative, low-budget BtL strategy aims to surprise and engage customers. 

Examples include street art advertising murals, flash mobs, or interactive installations. 

For instance, a startup might place branded stickers or posters in unexpected places to attract attention.

Experiential Marketing

Experiential marketing creates memorable, hands-on experiences for consumers. 

For example, car brands often organise test drive events to let customers experience their products firsthand.

BtL Marketing Advantages

By focusing on personalised and direct engagement with specific audiences, BtL marketing enables brands to achieve their goals more efficiently. 

Here are some key advantages:

Targeted Reach

BtL marketing allows businesses to target specific customer segments. 

By tailoring campaigns to a defined audience, companies can ensure their message resonates with the right people. 

For example, email campaigns or loyalty programmes focus on existing customers, improving their chances of engagement.

Cost-Effectiveness

Compared to mass media advertising, BtL campaigns are often more budget-friendly. 

Businesses can achieve meaningful results by investing in specific strategies like email marketing, direct mail, or in-store promotions. 

This targeted spending reduces wasted resources.

Personalisation

BtL marketing thrives on personalised interactions. 

Whether through custom emails, exclusive offers, or loyalty rewards, customers feel valued when brands address their specific needs. 

Personalisation builds trust and fosters long-term relationships.

Measurable Results

BtL marketing campaigns are easier to track and measure. 

For instance, businesses can monitor click-through rates, redemption codes, or customer responses to gauge the effectiveness of their efforts. 

This data-driven approach enables continuous improvement.

Enhanced Customer Engagement

By focusing on direct communication, BtL marketing boosts customer interaction. 

Tactics like live events, product demos, or influencer partnerships encourage meaningful engagement. 

Customers are more likely to remember and trust a brand after these interactions.

Stronger ROI

Since BtL marketing targets specific customers with measurable results, it often delivers a higher return on investment (ROI). 

Businesses can track every pound spent and refine strategies to maximise profitability.

BtL Marketing Disadvantages

While BtL marketing offers many benefits, it is not without its challenges. 

Businesses should be aware of its limitations to create a balanced marketing strategy. 

Here are some key disadvantages of BtL marketing:

Limited Reach

BtL marketing focuses on specific audiences, which can restrict its overall reach. 

Unlike mass media campaigns, it does not aim to target a broad population. 

For businesses looking to create widespread brand awareness, BtL marketing alone may not be sufficient.

Time-Intensive

BtL campaigns require significant planning, personalisation, and execution. 

Strategies like direct mail, email marketing, or in-store promotions involve detailed work to ensure they are effective. 

This time-intensive nature can slow down marketing efforts, especially for smaller teams.

Higher Per-Customer Cost

While BtL marketing is cost-effective overall, the cost per customer can be higher than mass campaigns. 

Personalised content and targeted approaches often require more resources per individual, which can add up.

Dependence on Data

BtL marketing relies heavily on customer data to succeed. 

Without accurate and up-to-date data, campaigns may fail to reach the intended audience. 

Collecting, managing, and analysing this data can be resource-heavy and complex.

Results May Take Longer

BtL strategies often focus on building long-term relationships rather than achieving instant results. 

This makes it less ideal for businesses needing quick wins or immediate visibility.

Limited Brand Awareness

BtL campaigns are great for engaging existing customers but less effective for introducing a brand to new audiences. 

It often requires complementing Above-the-Line (AtL) efforts to balance reach and depth.

How is BtL Marketing Different to AtL Marketing?

BtL marketing and AtL marketing are two distinct approaches with unique goals and methods. 

Understanding their differences can help businesses choose the right strategy for their objectives.

Target Audience

AtL marketing focuses on reaching a broad audience. 

It uses mass communication channels like TV, radio, and billboards to create widespread awareness. 

BtL marketing, on the other hand, is more targeted. 

It aims to engage specific groups or individuals, using personalised approaches like direct mail or email campaigns.

Communication Style

AtL campaigns are often one-way, where the brand broadcasts its message to the audience. 

The interaction is minimal, and feedback is usually indirect. 

In contrast, BtL marketing encourages two-way communication. 

It fosters engagement and dialogue between brands and customers through events, social media, or face-to-face interactions.

Cost Structure

AtL marketing campaigns usually have a higher upfront cost because of the broad reach and use of expensive media platforms. 

However, they deliver better economies of scale. 

BtL marketing often has a lower overall cost but can be more expensive per customer due to its focus on personalisation.

Objectives

AtL marketing is ideal for building brand awareness and visibility. 

It’s great for reaching new customers and reinforcing the brand image. 

BtL marketing, however, focuses on driving action. It’s often used to generate leads, encourage sales, or nurture customer relationships.

Measurability

BtL campaigns are easier to measure, as they often involve direct interaction and trackable actions like clicks or purchases. 

AtL marketing, while effective for exposure, relies on estimates and broader analytics, making it harder to gauge precise results.

How is BtL Marketing Different from TtL Marketing?

BtL and Through-the-Line (TtL) marketing are two distinct approaches that cater to different goals and strategies in marketing campaigns. 

While they share some similarities, their methods and outcomes differ significantly.

Scope of Reach

BtL marketing focuses on direct and highly targeted communication. 

It aims to engage specific groups of people or individuals through personalised campaigns like email marketing, in-store promotions, or direct mail. 

On the other hand, TtL marketing combines elements of both AtL and BtL marketing. 

It leverages broad-reaching AtL campaigns, like TV or radio ads, while incorporating BtL tactics such as personalised follow-ups or retargeting ads to reinforce the message.

Objective

BtL marketing is primarily action-oriented. 

Its focus is to generate leads, drive conversions, or build direct customer relationships. 

TtL marketing, however, is designed to bridge brand awareness and actionable outcomes. 

It builds a connection between broad exposure (AtL) and targeted engagement (BtL), ensuring the campaign has both reach and measurable results.

Measurability

BtL marketing campaigns are relatively easy to measure. 

Since it involves trackable actions, such as coupon redemptions or event sign-ups, marketers can analyse results accurately. 

TtL marketing also offers measurable insights but extends across both broad and narrow approaches. 

For example, a TtL campaign may track both mass engagement and specific customer conversions, making it more comprehensive.

Communication Style

BtL marketing is direct and personal, often involving two-way interactions like face-to-face conversations or online chats. 

In contrast, TtL marketing incorporates both one-way messaging (AtL) and direct communication (BtL) to create a more cohesive customer journey.

Conclusion

You should now have more knowledge on exactly what is BtL marketing.

BtL marketing is a powerful tool for businesses wanting to target specific audiences. 

It focuses on personalised, direct communication, building stronger relationships and loyalty. 

From email campaigns to in-store promotions, BtL strategies create meaningful customer engagement.

However, it’s not without challenges. 

Limited reach and resource intensity can make it less suitable for some businesses. 

Understanding its differences from AtL and TtL marketing helps businesses decide which approach works best for their goals.

By combining BtL with other strategies, businesses can achieve a balanced and effective marketing plan.

For more information on BtL marketing, or if you require any digital marketing help and strategies for your business, get in contact with us here at Neon Atlas Digital Marketing.