The terms "below the line" promotion or communications, refers to forms of non-media communication, even non-media advertising. Below the line promotions are becoming increawithin the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.
Methods of below the line sales promotion
- Price promotion Price promotions are also commonly known as "price discounting". These can be done in two ways:
- A discount to the normal selling price of a product, or
- More of the product at the normal price
Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. - Coupons
- Gift with purchases, also gifts certificates
- Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.
- Money refunds A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion - particularly if the method of obtaining a refund looks unusual or onerous.
- Frequent user/loyalty incentives
- Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets to local mum & dad stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets. In these times of high inflation and more and more channel Surfing, BTL are proving to be a very cost effective tool.
Regards,
Sohini
