Hi All,
I myself have been arguing inside
my head about the term market activation. Therefore, as a marketer I did some
research in to this subject.
Marketing activation is the
method used to bring a brand message to life, through a strategic integrated campaign
that leverages the full potential of a wide range of marketing communication
tools, in order to maximize results and provide the greatest return on customer
marketing investment.
Above the Line (ATL)
Uses mass media as a medium to promote brands and to reach out to the target consumers. Usually targeted at large audiences. TV, Radio and Press are the main mediums used in ATL.
Example: ATL Axe don’t fade away
TV commercial
Below the Line (BTL)
BTL activities are conducted to reach consumers directly through alternative forms of marketing other than traditional advertising channels used in ATL. BTL follows an unconventional and direct form of marketing communication.
Product demonstrations,
exhibitions, direct mail and email, Bulk SMS messages, roadshows street
promotions etc…
Example: The launch of AXE High on heels 2014 Event
Apparently, the terms ATL and BTL
were first used in 1954 after Proctor and Gamble began paying advertising firms
separately (and different rate) from other suppliers who dealt with more direct
promotional efforts. In effect, marketing that was more broad in nature was
separated from marketing that was direct in nature. If you have time read http://news.pg.com/blog/procter-meets-gamble
how Procter Meets Gamble.
Through The Line
“TTL’ marketing stands for ‘Through the Line’ Marketing.
This kind of marketing is really an integrated approach, where a company would
use both BTL and ATL marketing methods to reach their customer base and generate
conversion. It might seem obvious, although not for all marketing campaigns are
like this. Some are ATL only and some are BTL only.
Axe: Fallen Angel the social media campaign and the Axe Face
Book
The Axe Fallen Angel campaign was a magnificent TTL campaign.
Awareness was raised about the AXE brand via ATL and people were invited for
the main event. Social media was systematically used to entice the relevant audience. The brand/product is activated in the consumers mind.
I believe this brings clarity about the market activation
and the synergies of ATL, BTL and TTL.
Please feel free to leave a comment with your feedback.
