Marketing can feel like struggling through a crowded market sometimes, right? So many different ways to get your message out there, and all sorts of confusing terms flying around. One of the oldest, but still totally relevant, ways people talk about advertising is the difference between going for a big shout-out (Above the Line) or having a more personal chat (Below the Line).
You’ve probably been stuck wondering if you should put your money into a TV ad that everyone sees, or a special email just for certain people. This short read will help you figure out what makes the most sense for you.
Above the Line (ATL) Marketing: The Big Stage
Think of Above the Line marketing as casting a wide net. You’re talking to a huge crowd, hoping to get your brand name out there and make people feel good about you, rather than pushing for a sale right away.
What it’s like:
- Reaching Everyone (Almost): You’re aiming for a large, general audience – like talking to everyone at a big festival.
- All About the Brand: It’s about getting people to know you, remember you, and feel a certain way when they hear your name.
- Big Visibility: You’re using channels that a lot of people see or hear.
Common ATL ways:
- Those commercials you see during your favorite TV shows.
- The ads you hear on the radio while driving.
- Those pages in newspapers and magazines.
- The big billboards you see on the roadside.
Best if:
- You’re a big company with a good chunk of cash to spend.
- You’re trying to build your brand from scratch or remind everyone how awesome you are.
- Getting your name out there to as many people as possible is your main goal right now.
Below the Line (BTL) Marketing: The Personal Connection
Below the Line marketing is more like having a one-on-one chat. You’re targeting specific groups of people and trying to get them to do something right now.
What it’s like:
- Talking Directly to Your People: You’re reaching smaller, more specific groups who are likely interested in what you offer.
- Focusing on Action: You want people to buy, sign up, or take some immediate step.
- Getting Personal: It often involves direct interaction and tailored messages.
Common BTL ways:
- Those emails you get with special offers.
- Stuff sent directly to your mailbox.
- Meeting people face-to-face at trade shows or events.
- Sponsoring events or teaming up with others.
- Special deals you see when you’re actually in a store.
Best if:
- You’re a smaller business with a tighter budget.
- You know exactly who your ideal customers are.
- You need to see a direct return on your investment (like sales or sign-ups).
The Sweet Spot: Through the Line (TTL) Marketing
These days, most businesses don’t just stick to one or the other. They often mix Above the Line and Below the Line marketing together for the best results – that’s called Through the Line (TTL) marketing.
How TTL works:
- Big Awareness First: You might run a TV ad (ATL) to get lots of people familiar with your brand.
- Then, Get Them Involved: Later, you might use targeted ads on social media (BTL) to encourage those who showed interest to actually buy something.
The good things about TTL:
- It helps you build your brand while also getting direct sales.
- It makes your marketing money work harder by reminding people about you in different ways.
- You can see how different efforts are working together.
So, Which One Should You Pick?
It really comes down to what you’re trying to achieve:
- Want people to just know your name? Go for Above the Line stuff like TV, radio, and billboards.
- Need to make sales happen now? Focus on Below the Line tactics like email, social media ads, and special promotions.
- Want the best of both worlds? Try combining them with Through the Line marketing.
Remember, don’t put all your eggs in one basket! Try different things, see what works, and adjust as you go. The best way to market is to find a good mix that reaches the right people in the right way.
Some general tips:
- If you’re just starting out or a small business: Focus on Below the Line stuff like social media ads, emails to your customers, and sponsoring local events.
- If you’re growing: Start mixing in some Above the Line (maybe local radio or those digital billboards you see) with your Below the Line efforts (like retargeting ads and loyalty programs).
- If you’re a big company: You can go big with Above the Line (national TV campaigns, etc.) but still use Below the Line to really connect with your audience.
The truth is, the “best” way isn’t about choosing one over the other, but about finding the right balance. Smart businesses use the big shout-outs of ATL to get noticed and the personal chats of BTL to turn that attention into real customers.
As marketing keeps changing, the most important thing is to stay flexible, try new things, and learn from what the numbers tell you – not just stick to old habits.
Need a Hand Figuring Out Your Marketing Plan?
Whether you’re leaning towards shouting from the rooftops, having quiet chats, or a bit of both, the first step is always understanding who you’re trying to reach and what you want them to do. Choosing the right path can feel tricky when you’re juggling budgets, figuring out who your audience is, and trying to hit your goals. That’s where Mikay Agency can help.
At Mikay Agency, we can help you create a marketing plan that makes sense for your brand and gets you real results. Let’s chat and get started!
