Consist of highly targeted, memorable and direct advertising activities focused on specific groups of consumers. Often referred to as direct marketing strategies, below the line strategies focus more on conversions than on brand building. It is used through unconventional means, the most representative includes outdoor advertising, direct mail marketing, sponsorships, brand activation and point-of-sale marketing.
Examples of BTL strategies includes sponsorships, activations, retail marketing, product placement, online branding, direct marketing, public relations and advergaming.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.