How to Choose the Right BTL Activities for Your Brand?

Published On
July 1, 2025
Not all BTL activities are the same. This blog guides you through choosing the best below-the-line marketing strategies for your brand using real-world examples, step-by-step tips, and a checklist for successful execution.

Outdoor advertising can be divided into three categories- BTL activities, ATL activities, and TTL activities.

BTL- Below the line Activities.

ATL- Above the Line Activities.

TTL- Through the Line Activities.

All three advertising activities have pros and cons and they suit different marketing goals. But when it comes to BTL activities, they make your brand stand out and connect with the audience in a very special way. There are several BTL activities and we will explore which is right for you. In this blog, you’ll find simple steps, real examples, and practical tips to help you pick the perfect BTL activities for your brand.

What Are BTL Activities?

BTL activities focus on direct engagement with your audience. Unlike big TV or radio ads, (called ATL or Above-the-Line), BTL activities are more personal and targeted. Some of the most common BTL activities are as such:

  • In-store promotions
  • Product Sampling
  • Roadshows
  • Trade shows and exhibitions
  • Email and SMS marketing
  • Experiential events (like games or AR photo booths).  

These activities help brands with the following:

  • Build trust,
  • Get instant feedback, and
  • Create memorable experiences.

Why Are BTL Activities Important?

BTL activities offer several unique benefits:

  • Direct Communication: BTL activities offer you direct communication to customers. This connects you with customers and develops a warm relationship for long-time.
  • Builds Trust: People trust brands that let them see, touch, or try the product.
  • Immediate Feedback: BTL activities help you get immediate feedback. You discover what your customers think right away.
  • Targeted Reach: BTL activities help you connect with people highly likely to buy your products.
  • Measurable Results: It’s easy to track the impact of BTL activities.

Popular Types of BTL Activities

Here’s a quick comparison of popular BTL activities:

Activity Type Best For Example Brands
Product Sampling FMCG, Food, Cosmetics L’Oréal, Nestlé
In-store Promotions Retail, Electronics Samsung, Big Bazaar
Roadshows Automobiles, Telecom Maruti, Airtel
Experiential Events Beverages, Fashion Coca-Cola, Nike
Email/SMS Marketing Services, E-commerce Amazon, Flipkart
AR/VR Installations Tech, Lifestyle Red Bull, Absolut Vodka

 

Steps to Choose the Right BTL Activities

1. Define Your Objectives

Ask yourself: What do you want to achieve?

  • Increase sales?
  • Build brand awareness?
  • Launch a new product?
  • Collect customer feedback?

Clear goals help you choose the right activity.

2. Know Your Target Audience

Find out:

  • Who are your customers?
  • What do they like?
  • Where do they spend time?

For example- if your audience is young and tech-savvy, AR photo booths or digital games may work best.

3. Assess Your Resources

Consider:

  • Your budget
  • Your team’s skills
  • Time available

Some BTL activities need more money and people. Others are cheaper and easier to manage.

4. Select the Right Mix of Activities

Start with 1-2 activities first. Target your audience, use resources, and fulfill your goals. You can always add more later.

Examples:

Goals BTL Activities
Boost sales in a new city In-store promotions + product sampling
Build loyalty Email marketing + exclusive events
Create brand awareness Experiential events + social media sharing

 

5. Measure and Improve

It’s important to track your BTL activities measurement and refine them later.

  • Number of people engaged
  • Sales during/after the activity
  • Feedback collected

Use this data to improve your next campaign.

Fact: Studies show that BTL activities may increase the chance of purchase by up to 80%. This is due to people trusting what they experience.

Real-Life Examples of Successful BTL Activities

1. Coca-Cola’s ‘SHARE A COKE’

Coca-Cola printed names on bottles and encouraged people to find names and share them. This made customers feel special and this activity boosted sales.

2.  Nike’s ‘FIND YOUR GREATNESS’

Nike used local events and digital campaigns to make everyday people like HEROES!

These BTL activities became super successful by:

  • Being creative,
  • Knowing their audience, and
  • Focusing on building relationships.

Tips for Success

  • Be creative and different outside the box.
  • Add a personal touch to let people discover your style.
  • Use technology like AR or SMS to make experiences memorable.
  • Always listen to customer feedback and improve.

Quick Checklist before Launching Your Next BTL Activities

  • Set clear goals
  • Understand your audience
  • Check your resources
  • Choose suitable activities
  • Track and improve

Mistakes to Avoid With BTL Activities

  • Neglecting the audience research.
  • Rushing your projects with no proper planning.
  • Ignoring feedback from the customers.
  • Overlooking your set budget limits.

Conclusion

Choosing the right BTL activities is not only about your brand. It is about knowing your audience and discovering what people would love from you.

The best tips you can have are the following:

  • Start Small.
  • Be Creative.
  • Understand Your Audience.
  • Check Your Resources.
  • Add a personal touch.
  • Learn from Your Results.

When done right, BTL activities can help your brand connect with the audience deeply and stand out in the crowd. Are you looking for a trusted, seasoned, and expert BTL Activity agency? Connect with Vigyapan Mart today.

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