Answer to Question #294118 in Marketing for Theresa Harvey

Question

Support media or or below the line (BLT) marketing tools, are sometimes the first and only exposure consumers have to your brand, apart from the point of purchase. This makes it a very important part of the marketing communications mix for many brands. Identify one local and one international brand that places a heavy emphasis on BLT marketing (MUST use a variety of BLT/ Support Media tools to qualify).

1). Identify and discuss the BLT tools used and discuss the relative benefits and effectiveness of each tool used.

2). Special attention should be paid to any innovative or disruptive support media that the brand uses or has used.

3). What makes them disruptive/different?

4). For each brand you have identified, discuss how their use of support media can be improved to support their current marketing communications campaigns.

Answer 1

1)     In organizational business and marketing communications, Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the line (ATL) strategies. These tools include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front.

2)     Disruptive innovation is the process by which a smaller company usually with fewer resources moves upmarket and challenges larger, established businesses. Disruptive Innovations are not breakthrough technologies that make good products better; rather they are innovations that make products and services more accessible and affordable, thereby making them available to a larger population. However, the principles of disruptive innovation allow companies to take a step back and analyze their current products and services, what areas can be improved, where an opportunity exists in consumer needs that can benefit from an innovative solution and more.

3)     Disruptive technology is an innovation that significantly alters the way that consumers, industries, or businesses operate. A disruptive technology sweeps away the systems or habits it replaces because it has attributes that are recognizably superior.

4)     Direct mails support media can be improved through the following ways; Make it easy to buy, Adopting appropriate mass-advertising techniques to your direct mail, avoiding slavish imitation of “successful” mailings, and Trust, but verify. Sales promotions on the other hand can be improved by running a social media contest. This is because Social media contests are a fun, easy way of connecting with customers and bringing in more fans/followers and prospects for your business.