What is BTL advertising and why does your business need it?

Today, audience attention is the most valuable resource. To capture it, brands are increasingly using not only traditional formats but also BTL tools. Let's explore what this is and why this type of advertising truly works.

What is BTL Advertising?

BTL (from English Below The Line) is "below-the-line" advertising, meaning it's not mass-market but targeted and personal. Its main goal is to engage a person directly: let them try the product, have a conversation, leave an emotion that will be remembered for a long time.

If ATL advertising (billboards, TV, radio) tells about the brand, then BTL advertising provides an opportunity to get to know it personally.

Examples of BTL activities:

• Promotions and tastings — introduce the audience to the product in person.

• Sampling — distributing samples, flyers, coupons.

• Integrations — brand participation in festivals, sporting events, exhibitions.

• Events and activities — organizing bright and memorable occasions, such as new store openings, client days, or flash mobs.

• POS materials and point-of-sale design — branded stands, displays, counters.

• Mobile promo teams and on-site activations — direct communication with the customer on the street or in high-traffic areas.

Why Does BTL Work?

1. Live Interaction.
   People don't just see the ad — they participate in it.

2. Trust in the Brand.
   When you can try, touch, ask questions — the barrier between the brand and the person disappears.

3. High Engagement.
   Participants often share their impressions on social media, increasing organic reach.

4. Measurable Results.
   BTL allows you to count contacts, samples distributed, engagement, and even sales.

Where to Use BTL Advertising?

BTL is ideal for: launching a new brand or product; stimulating sales; building customer loyalty; working with a specific audience — for example, in a particular district, shopping mall, or at an event.

Why Should You Entrust Your BTL Campaign to Us?

We develop BTL campaigns tailored to business objectives, not based on templates. We handle everything — from idea and creative to logistics, personnel, and reporting.

Call us and let's discuss how to bring your brand closer to people.

The result — attention, engagement, and recognition for your brand.