What does below-the-line mean?
Below-the-Line means "below the line" and belongs to the field of marketing. This includes all marketing measures that are intended to help make products and services known without recognizable advertising. These are so-called non-classical advertising measures and are the opposite of Above-the-Line measures.
How are below-the-line measures implemented?
Below-the-line measures are possible in a wide variety of media. In contrast to above-the-line methods, these measures do not address customers directly. Some examples of below-the-line marketing:
- Sponsoring
- Direct marketing
- Public Relations
- Promo campaigns
- Sales promotion
Especially at trade fairs and events, the Below-the-Line marketing is more important than the ATL measures. Sales are promoted indirectly by the promoters. For example, they distribute small giveaways and product samples, run competitions and communicate directly with customers. Recruitment agencies for trade fairs and events have the appropriate Personnel for a wide variety of events. These are produced in a professional Agency of course legally employed in short-term employment. Good agencies offer the best jobs in the host/hostess and promoter sector, so that interested parties can apply for exciting offers.
Are below-the-line measures better for the company?
In contrast to above-the-line marketing, below-the-line measures are more target group-specific and, above all, more personal. The different methods result in closer contact between the company and the potential customer. Experience has shown that this variant provides better feedback on success, which is very important for advertisers. This allows them to better coordinate their future measures.
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