Advantages of BTL:
Placement directly at the point of sale encourages people to make an immediate purchase.
The use of individual marketing methodology , which is aimed at a specific consumer, allows you to influence the emotional state of a person. However, there is a problem of coordinating concepts: BTL does not support universality, so it is better to adhere to the principle of "less, but better". This means that a bright idea should be aimed at a specific segment of consumers.
Creativity and ease of perception. BTL advertising differs from ATL and can interact with the consumer in his language.
The ability to immediately evaluate dentist data package the effectiveness of BTL advertising, for example, by sales volume indicators. However, it is necessary to analyze the effectiveness correctly so that the client remains satisfied regardless of the results.
Accessibility for all businesses, especially small ones. The effectiveness of BTL advertising should be assessed not only in comparison with ATL, but also with other forms of BTL.
High efficiency and cost-effectiveness ratio.
Possibility to cover a wide market or focus on a specific segment depending on the goals of the BTL campaign.
Pros and cons of BTL advertising
Source: shutterstock.com
Disadvantages of BTL:
Large expenses. For example, to use mystery shopping technology, you need to involve competent personnel. You will have to pay about $50 for a restaurant audit and $200 for a car dealership. At the same time, saving on such expense items can lead to serious losses and lost profits.
High risks and losses in case of failure of BTL advertising. As a rule, this is due to incorrect drafting of the brief or insufficient involvement of the customer company in the project development process.
The need for constant control and close interaction in the process of developing BTL advertising. The lack of systematic control during the implementation of a promotional campaign can create problems in communications between the agency and the client. It is important to consider that a BTL project requires individual planning and joint work with the customer, which is a significant difference from ATL advertising, where organizations can act according to standard schemes.
Lack of theoretical knowledge on the use of BTL tools and inflated expectations. Companies developing promotional campaigns for the first time may expect maximum effect, which often leads to mistakes at the goal-setting stage. Instead of 2-3 clearly formulated goals, they may set 15 or even more.
Unqualified staff. BTL advertising is different from ATL, so using standard approaches can lead to mistakes.