How BTL advertising helps to attract and retain customers
One of the main goals of marketing is customer retention. You can only talk about the success of promotion when you have managed not only to attract the consumer but also to make him a regular customer. An effective tool for this is BTL advertising. It is an approach that is aimed at a narrow category of the target audience. In this case, a certain communication is built between the brand and consumers, which allows you to expand the customer base and retain existing customers.
For BTL advertising we use such tools as contextual advertising in Google and targeting in social networks. In addition, leaflet distribution campaigns, exhibitions, and the organization of themed events are also part of the approach. Through BTL advertising, a company can communicate directly with customers and get their message across.
To understand what BTL advertising is, it is necessary to consider its features:
- the advertising campaign is carried out directly at the point of sale, making it possible to get to know the consumer, to position him. In addition, the BTL approach allows warming up interest in products, adding motivation to their purchase;
- the impact on a specific target audience that is already interested in the product, which means the person will not be annoyed by advertising, as it happens when promoting through television or bright banners on websites;
- BTL advertising allows you to accurately track the result of the campaign because in this case there is direct communication with the consumer;
- the approach allows you to personalize the ways of influencing customers, to influence each one individually.
When working with the tool, it is important to understand the difference between ATL and BTL advertising. The purpose of the first approach is to provide maximum coverage to the audience, and for this purpose use the promotion on television, outdoor advertising, radio, and various signs. BTL influences more specifically, only a particular group of consumers, which increases the likelihood of obtaining loyal customers.
There are different types of BTL advertising, a popular option is SMM. Social networks offer good opportunities to attract leads and allow you to keep the attention of consumers.
Messenger marketing involves communication with the target audience through chatbots. Through them, the client receives information about promotions, discounts, and special offers.
Email marketing also refers to BTL methods. It helps to build a long-term relationship between the client and the brand, increasing the level of trust.Despite the many benefits, BTL advertising may not work, in which case you need to look for the reason. Most often it lies in the wrong marketing strategy. In addition, you need to pay attention to the characteristics of the product itself, its quality, price, and positioning. Careful analysis of the target audience, its needs, and expectations from the product will help to avoid mistakes.
