Why are BTL activities the most preferred medium for user engagement?

BTL activities

In this hi-tech world, people rely on two-way communication. Unlike the advertisements being aired on television or website, the current generation is being empowered by modern ways of engagement. Precisely, the marketing strategies are being revolutionized at a rapid pace to make business promotion better and advanced. This is where BTL activities or Below The Line promotion activities come into the picture. Moreover, these activities are way too different from traditional marketing and gaining promotion across the globe. Basically, the experiential space is emphasized on when BTL marketing is being implemented. On the other hand, the corporate goals of business promotion need not be limited to any particular mode of one-way engagement.

In fact, the sense of empathy is the essence of BTL activation, wherein, the needs of customers are addressed without fail. No matter these activities of promotion are intended at a specific group of customers, yet, their intent is always sure-shot. The exhibitors get a platform to target their audience in the single segment and offer them the relevant presentation of products or services of their preference. At this point, it will be ideal to redefine the parameters which make BTL or Below The Line advertising the most preferred for business promotion.

Purpose of BTL and outcome to showcase business vision

At an exhibition, masses are generally interested in the products and services which they particularly require. On the contrary, if they are engaged with the outstanding presentation and clearly defined goals in one exhibition booth, it is the best intent which exhibitors could work over. Therefore, BTL activities are largely organized these days to identify the consumers and offer them information through different approaches within the marketing segment. In short, the major purpose of BTL marketing is to keep in mind the demographics and other user preferences while promoting the business of a given sector. As a result, if the exhibition stalls are constructed in the realistic manner, then, the outcome of BTL activation is always favourable.

Tailoring of campaign according to the theme of the exhibition

With the advent of technology, most of the retailers and online business owners expect their exhibition stall to be powered by innovation. Along with innovation, the exhibitors prefer tech-savvy platform and variants of advanced business promotion. In such a scenario, BTL marketing campaign is tailored according to the customized requisites of the clients. Be it the signage, dashboards, check-in booths or any other new-age utility, the exhibition stall designers and fabricators attune the facilities in accordance with the theme of exhibition.

Virality comes with word-of-mouth through BTL activation

When customers witness the level of utility of a brand displayed effectively in an exhibition stall, they are likely to recommend it to their near and dear ones. They might also indulge in word-of-mouth communication to share the significance of services to their business allies as well. Hence, virality of the business or brand comes directly through BTL activation or activities. People see it, believe the authentic show and convert as a new customer during or after the exhibition. This is how these activities offer exhibitors and the audience a common platform to connect with.

Advanced mechanism leads to better response

Amidst the fast-paced lifestyle, exhibitions or BTL marketing activities come as the event to share business ideas. It is not just the competitive spirit, but also, the space of introducing new technology of the industry. But, the advanced mechanism represented in the framework of exhibition booth leads to better user engagement. People who are keen to explore the innovative segment of products and services respond to BTL advertising.

On a whole, it can be concluded that Below The Line (BTL) marketing has revamped the segment of business promotion by improving the mode of communication and user-engagement.

Pooja Mandhiratta

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