As a brand, you have many options when it comes to marketing and advertising. Two of the main categories are above-the-line (ATL) and below-the-line (BTL) marketing. ATL marketing refers to more traditional forms of advertising such as television commercials, radio ads, and print advertisements. BTL marketing, on the other hand, refers to more targeted and interactive marketing efforts such as in-store displays, experiential events, and point-of-sale promotions.

Here are some examples of different options within each category:

ATL marketing:

Television commercials

Radio ads

Print advertisements (newspapers, magazines, billboards)

Online advertisements (banner ads, sponsored content)

BTL marketing:

In-store displays (display stands, pop-up displays, floor displays)

Experiential events (product demonstrations, interactive games)

Point-of-sale promotions (discounts, coupons, free samples)

Direct mail campaigns (catalogs, brochures, postcards)

While both ATL and BTL marketing have their place in the marketing mix, in-store displays can be a particularly powerful and effective form of BTL marketing. Here’s why:

Increased visibility: In-store displays allow you to showcase your products in a highly visible and prominent location, increasing the chances that customers will see and interact with your brand.

Customizability: In-store displays can be customized to fit the specific needs and design preferences of your brand, helping you create a cohesive and on-brand shopping experience.

Versatility: In-store displays can be used in a variety of settings and configurations, making them a versatile and adaptable marketing tool.

Targeted marketing: In-store displays allow you to reach a targeted audience of shoppers who are already in the buying mindset, increasing the chances of conversion.

High ROI: In-store displays have the potential to drive sales and generate a high return on investment, making them a cost-effective marketing strategy.

In short, in-store displays are a game-changing form of BTL marketing that can help your brand increase its visibility at the point of purchase.