MARKETING ACTIVATION

MARKETING

An important part of our process always has been designing for marketing. We design for our clients marketing materials, help with the marketing strategy, design their online brand touchpoints.

 

Offline

We have helped clients with:

• Selecting exhibitions
• Setting up PR Campaign
• Designing their exhibition look
• Catalogues
• Sales agent selection
• Distributor management
• Retail channel onboarding (Lafayette, La Rinascente, Harrod’s etc.)
• Join retail and whole seller events
• List client to media channels
• Store communication

 

Marketing Planning

Planning of marketing is based on strategy, and we often use three strategies:

 

• Above the Line (ATL) activities
• Below the Line (BTL) activities
• Through the Line (TTL) marketingactivities

 

These three strategies help marketers use an integrated approach to advertise products to both mass and focused markets simultaneously.

ATL MARKETING DEFINITION: 

ABOVE-THE-LINE MARKETING – 

WIDESPREAD BRAND-BUILDING ADVERTISING

‘ATL Marketing’ stands for ‘Above The Line Marketing‘.

 

This kind of marketing has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks. This kind of marketing is mostly used for building brand awareness and goodwill.

BTL MARKETING DEFINITION: 

BELOW-THE-LINE MARKETING  – 

HIGHLY TARGETED DIRECT MARKETING FOCUSED ON CONVERSIONS

‘BTL Marketing’ stands for ‘Below The Line Marketing‘.

 

This kind of marketing that targets specific groups of people with focus.

For example, a leaflet or flyer distributed in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses. This kind of marketing is best for conversions and direct response.

 

 

TTL MARKETING DEFINITION: 

THROUGH-THE-LINE MARKETING- 

INTEGRATED ATL AND BTL MARKETING CAMPAIGNS

‘TTL Marketing’ stands for ‘Through The Line Marketing‘.

This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions.

It might seem obvious, although not all marketing campaigns are like this – some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though).