Offline advertising, BTL or below-the-line, is the opposite of ATL (online advertising). The term comes from the 15% media agency fee that traditional advertising agencies charge advertisers. Over time, the use of mass media in advertising campaigns has become the "Line" that separates online from offline.
Features of offline advertising
1. In terms of theme, it needs big theme and big strategy.
2. Emphasis on systematic operation and overall trading ability.
3. The quotation system is complex.
4, powerful resource conformity ability and executive force, management of supply chain of presswork, logistics and so on.
The main way of offline advertising
In China, offline advertising is mainly implemented by means of distribution, store sales, road show and deep distribution.
Distribution: distribution of specific samples to specific objects through specific channels.
Store sales: set up display platforms in KA channels such as hypermarkets to display and explain products to specific objects.
Road show: build a stage in a specific area with dense crowds, gather people through artistic performances, quiz with prizes, game lottery, etc., and then conduct product promotion and display.
Deep distribution: help customers deeply participate in the operation of channel network, including the management of business personnel, network development, terminal maintenance, display and promotion execution.
Advantages of offline advertising
Standards required for consumption response
Offline advertising itself is an aggressive form of selling:
1. Ruthless: Offer, a lethal marketing tool
2. Fast: grist with a timely marketing deadline
Accuracy: targeted marketing target (Accuracy)
Control of market reaction
Offline advertising is more direct, rapid and accurate in product sales feedback and long-term market response analysis.
Requirements in terms of implementation
Offline advertising, because of its complex and changeable environment, needs to have a wider range of production requirements. For example, in addition to material, distance and volume, the design of the store's domestic sales points also needs to focus on human behavior, spatial design, optics, and even the overall stimulation of human senses (hearing, smelling, seeing, touching and tasting).