More and more organisations are relying on non-media communications for their B2B & B2C marketing. They may offer less exposure, but these ‘behind the scenes’ campaigns are gaining momentum in companies both large and small.

Below the line marketing activities are broadly defined as those that offer direct, often personal communication to the target audience. Sales promotions, email, direct mail, events/exhibitions and telemarketing form the basis of below the line communications. Connected to these activities are often preliminary marketing efforts including market research, audience/market segmentation and public relations.

A mix of above and below the line marketing has traditionally been seen as essential for sales and branding campaigns. However with decreased media spend and the evolution of human-based, email and digital communications, below the line marketing is becoming a standalone approach for B2B & B2C sales and marketing.

The characteristics of below the line marketing activities are also the advantages:

Don’t be fooled into thinking that below the line campaigns are quick and dirty. Rather they are based on established industry standards, run by expert marketers to highly qualified databases and/or targeted audiences.

THE BENEFITS OF BELOW THE LINE MARKETING CAMPAIGNS:

• THEY ARE INTELLIGENT
• THEY ALLOW YOU TO ENGAGE DIRECTLY WITH CUSTOMERS
• THEY HAVE A SHORT TURNAROUND
• THEY ARE FLEXIBLE
• THEY ARE MORE ‘TRACKABLE’
• THEY ARE COST EFFECTIVE