Based on recent marketing trends, the conventional medium of marketing, known as ‘Above the Line’ (ATL) marketing mediums such as print media, radio and TV are indicating saturated trends with advertisement and promotions. Moreover, the effectiveness of such ATL marketing activities is limited as these mediums are primarily one-way.
On the opposite hand, ‘Below the Line’ (BTL) marketing such as market/brand activations are gaining prominence. BTL marketing ideas are designed to stimulate the audience to respond. BTL activation generates palpable results since it leverages the advantages of two-way communication.
Market/brand activation gives the benefit of engaging audiences to derive quantifiable insights and leads. Consequently, such activation activity helps businesses to build trust, and thereby to develop their brands by establishing an individual relationship with their customers.