Driving Maximum Demand with Effective Below the Line Marketing Strategies and Plans

By Simpactful Senior Partner Jill McIntosh and Senior Consultants Jessy Stamates and Uzma Rauf

In today’s highly competitive marketplace, many companies focus heavily on above-the-line (ATL) marketing – TV commercials, online ads, and other broad-reaching campaigns that aim to build brand awareness and equity. While ATL marketing is vital for establishing a brand’s presence, relying solely on these efforts can leave a significant gap in your marketing strategy. This gap often appears in your below-the-line (BTL), sometimes called “lower-funnel” marketing efforts, which are crucial for converting brand awareness into actual sales.

BTL marketing includes tactics such as in-store displays and promos, digital marketing that directly targets purchasing decisions, text or direct messaging, and even package design. These tactics are designed to connect with consumers at or close to the point of purchase, influencing them to choose your product. However, many companies struggle to leverage BTL marketing effectively, leading to missed opportunities.

Here’s how to know if you have a below-the-line marketing problem – and what you can do about it:

1. Are You Simply Reapplying an Above-the-Line (ATL) Approach?
One of the most common mistakes is directly repurposing ATL content for below-the-line (BLT) use. While ATL campaigns focus on brand messaging and equity, BTL marketing must drive immediate action. If your in-store displays or digital promotions look like downsized versions of your TV ads, you may not provide the targeted, action-oriented messaging needed to prompt a purchase. Simpactful Senior Consultant Jessy Stamates shares, “Below-the-line marketing is about driving immediate action. You don’t have the luxury of building a long narrative – your message needs to grab attention and push the shopper toward a decision fast.” Successful BTL marketing should be derived from the ATL work, but with a clear call-to-action that speaks directly to the consumer’s immediate needs and shopping mindset.

2. Is Your Approach Aligned with Retailers’ Objectives?
Retailers seek category growth rather than single-brand success or share swapping. If your BTL strategy ignores this, you may be out of sync with your retail partners. Jill McIntosh, a former retail executive and Senior Partner at Simpactful, emphasizes, “When brands and retailers collaborate to expand an entire category, everyone benefits. It’s not just about increasing sales for a single product – It’s about accelerating category household growth and boosting sales velocities across the board.” Your retailer’s goals should impact what products you offer, the shelf or digital layout, and your advertising and promotion approach. This collaborative approach to the market, shelf/digital layout, and marketing can result in better placement, increased shelf space, and, ultimately, more sales.

3. Do You Know Your Target’s Purchase Barriers?
Effective BTL marketing requires a deep understanding of how your shopper shops, both cognitively and subconsciously – and barriers to shopping can be different from usage barriers. These barriers can be split into two categories: de-selection barriers, where shoppers don’t even consider your product, and selection barriers, where they choose another brand instead. Uzma Rauf, insights expert and Simpactful Senior Consultant, shares,“The person buying your product and the one using it often have different mindsets, even if they are ultimately the same person. If you don’t understand the shopper’s unique drivers and barriers at the point of purchase, even the best consumer-focused marketing won’t convert into sales.” Identifying these barriers is crucial to crafting messaging that grabs attention and convinces shoppers to buy your product.

4. Is Your Marketing Simple and Visually Compelling?
BTL marketing often falls short when it tries to say too much or assumes that customers will engage with every detail. In retail environments, consumers are typically making quick decisions, so your messaging needs to be concise and visually impactful. More isn’t always more – overloading consumers with information or cluttering your design can cause your message to be overlooked. Instead, focus on clear, compelling visuals and concise messaging that quickly and effectively conveys your product’s key benefit. Uzma Rauf, Insights expert and Simpactful Senior Consultant, shares, “Each touchpoint in a Shopper’s path to purchase plays a key role. Most shoppers do their detailed research pre-store, and when in store/online seek simple, clear details to quickly compare and finalize their choice.”

Take Action Now!
If any of these points resonate with you, it may be time to assess your BTL marketing strategy. Simpactful’s team of experienced practitioners in Omni Commerce, Shopper Marketing, Behavioral Science, and Category Leadership are well-positioned to help you develop plans and strategies that incorporate best practices and emerging opportunities. Contact the Simpactful team today at contact@simpactful.com or 925-234-6394. Visit www.simpactful.com