The Hidden Impact of Below-the-Line Touchpoints for Enhancing Customer Experience

Did you know, social media marketing efforts could increase business exposure for 90% and increase traffic for 75% of marketers? 

That’s the impact of below-the-line touchpoints like social media on improving customer experience and business growth. 

What are below-the-line touchpoints in customer experience?

Below-the-line touchpoints, also known as BTL touchpoints, are non-traditional marketing activities that are used to interact and communicate with clients on an individual level. Touchpoints below the line (BTL) do not include mass media outlets such as television, radio, or newspapers, in contrast to above-the-line (ATL) advertising. Examples of this include product demonstrations, in-store displays, events sponsored by the company, direct mail, public relations, and sponsorships.

Take, for instance, a company that manufactures automobiles. When a potential buyer comes into a vehicle dealership, the salesperson gives them a test drive, responds to any questions they have, and gives them information on the newest available options. This face-to-face connection leaves a long-lasting impact on the buyer and enhances the likelihood that the customer will purchase the vehicle. Another example of this would be companies that make food products and provide free samples of such products to grocery shops. Customers are given the opportunity to experience the flavor and quality of the product via the use of these samples, which may result in an increase in sales.

Get some ideas on how below-the-line touchpoints can be leveraged for your CX transformation – 

6 hidden impacts of BTL touchpoints on businesses

These consumer touchpoints, in contrast to more conventional forms of advertising, are more individualized and are intended to establish a direct relationship with customers. They have the potential to have a major influence on organizations, including the ability to improve brand recognition and loyalty, as well as to drive consumer interaction and increase conversion rates. 

Touchpoint Planning Platform

Marketers can compare the cost of spending on a touchpoint vs. success in achieving a marketing objective. High Cost and low-success touchpoints are a no-go. Low Cost and High success touchpoints need additional investment. 

Increased Brand Awareness

An increase in brand recognition because BTL touchpoints provide companies the chance to connect with their consumers directly, therefore producing experiences that are memorable and that are associated favorably with the brand. These experiences may be conveyed to others by word-of-mouth, social media, or any other form of communication; as a result, brand recognition can be increased. BTL will help you select the bare minimum touchpoints needed to achieve the marketing objective.

For example, a bank may sponsor a local community event or charity, which creates a positive image in the minds of the attendees. These attendees may share their experiences on social media, thereby increasing the reach of the brand.

Enhanced Customer Experience

It is possible for companies to create individualized experiences for their clientele, which in turn boosts customer happiness, brand loyalty, and consumer advocacy. Take, for example, a cosmetics business that offers free samples to consumers at a shopping mall. These samples provide customers the opportunity to taste the product for themselves and get an understanding of the brand’s level of quality. This enjoyable encounter has the potential to result in improved pleasure as well as loyalty. Marketers can evaluate the efficacy of using celebrities or influencers. Recently I saw Virat Kohli wearing something, for an advertisement for a brand, it was eye-catching. There is Kartik Aryan who posts about clothing and this is how you keep seeing what’s in trend.

Greater Customer Insights

Businesses have the ability to acquire useful data and input from customers, which can be used to enhance their products and services. 

The frequent customers of a restaurant chain could participate in a focus group so that the business can learn more about their eating preferences and identify potential areas for development. The restaurant may alter its food, design, or service in response to the input they have received in order to provide a better experience for its patrons. They may also make use of the insights acquired to produce new menu items that cater to certain dietary restrictions or taste preferences. This can attract fresh customers and enhance revenue for the business.

Cost-effective Marketing

BTL touchpoints are often more cost-efficient than conventional mass media channels such as television, radio, or newspapers. Because of this, they are an excellent choice for companies that have constrained marketing resources. 

A software firm may choose to take part in a trade show or conference in order to present its most recent offerings, including products and services. They may develop curiosity and inquiries from potential customers by providing them with opportunities to participate in demos and hands-on experiences. Because it enables the firm to directly interact with its target audience and create individualized experiences, this sort of BTL marketing may be more successful and cost-efficient than conventional means of advertising.

Higher Conversion Rates

BTL activities such as in-store displays, product demonstrations, and experiential marketing may all serve to contribute to the development of an emotional connection between the consumer and the brand. Customers have a tendency to buy from companies they feel related to, thus establishing an emotional connection with them might improve the probability that they will make a purchase.

Second, the consumer is provided with an even deeper understanding of the brand thanks to these touchpoints. For example, providing clients with an interactive product demo may help them have a better knowledge of the product and the advantages it offers, which in turn increases the likelihood that the customer will make a purchase. A similarly effective in-store display may draw clients’ attention to a product and motivate them to give it a try, ultimately resulting in an increase in the percentage of customers who make a purchase.

Thirdly, BTL touchpoints have the potential to create a feeling of desperation and scarcity in the target audience. Clients may be encouraged to complete a purchase more quickly, which can lead to a greater conversion rate by providing an incentive such as an exclusive deal or a price cut for the first one hundred clients. Additionally, BTL events like flash discounts, pop-up shops, and new debuts may generate buzz about the brand and enhance client interest, which leads to improved conversion rates. These activities can be combined to create a win-win situation.

6 Tips to help businesses make the best use of BTL touchpoints

• Understand your target audience: If you are able to gain an understanding of the interests, preferences, and pain points of your target audience, you will be better able to develop touchpoints that connect with them, which will increase the likelihood of conversion.
• Leverage existing data: Most firms have conducted Focus Group Interviews that contain a rich amount of information on different BTL activities consumed by your target audience. What is the “Source of Information” is a common ask in such studies. A meta-analysis of multiple studies will reveal the role of different touchpoints and the marketing objective it achieves.
• Conduct BTL audit: BTL Audit is a custom Qualitative-Quantitative methodology to ferret out different touchpoints that consumers use such as Store activity like standee sampling; Outdoor activity such as billboards, street displays, ads on public transport; and different events such as Speaker events, Christmas events.
• Use technology to enhance customer experience: Technology can be used to provide one-of-a-kind and unforgettable experiences, such as augmented reality displays or tailored mobile applications, which can promote customer engagement and loyalty.
• Measure effectiveness through data analysis and customer feedback: Measuring effectiveness may assist organizations in recognizing areas in which they can make improvements and in optimizing their marketing efforts to get better outcomes.
• Integrate BTL touchpoints with overall marketing strategy: These touchpoints have to be a part of a bigger marketing strategy in order to guarantee consistency and achieve the most effect possible.

Below The Line touchpoints can have a significant impact on businesses, from increasing brand awareness to driving sales and revenue. 

If you are interested in more insights on leveraging below-the-line touchpoints for transforming customer experience, we invite you to attend our upcoming webinar, ‘Bridging the insight gap from CX touchpoints to brand health and sales.’ Register now to gain valuable insights and actionable tips from industry experts.