What is below the line promotion?

Below the line (BTL) promotion refers to marketing strategies that target specific groups of consumers directly rather than through mass media. This approach includes tactics like direct mail, events, sponsorships, trade shows, and in-store promotions. BTL promotions aim to create a more personal connection with potential customers, often resulting in higher engagement and conversion rates. It contrasts with above the line (ATL) marketing, which focuses on broad audience reach through traditional media channels.