What Is Below-the-Line Marketing?
Below-the-line Marketing is a marketing strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. The main types of below-the-line Marketing systems include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. Below-the-line Marketing methods tend to be less expensive and more focused versus above-the-line strategies.
Understanding Below-the-Line Marketing
Below-the-line Marketing seeks to reach consumers directly, instead of casting a wide net to reach mass audiences. Rather than airing a national commercial during a hit network television show, a below-the-line campaign might instead focus on an in-store demonstration of a product that consumers may wish to investigate in person. This allows for a more high-touch experience, where a salesperson can answer direct questions and better explain the products. Some examples of below-the-line Marketing include:
Trade Shows and Presentations
Businesses often present their products and services through the local Chambers of Commerce. Banks host mortgage seminars to answer questions about mortgages, interest rates, and home affordability with the goal of landing new loan customers.
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