Below the Line study from Compresso
Is “Below the Line” just a theoretical concept, or is it a marketing strategy put into practice? Compresso asked itself this question and conducted a qualitative study on the topic in collaboration with the market research firm GFK Switzerland.
The aim was to shed light on the significance and importance of BTL for today's corporate strategies. Marketing specialists and CEOs from larger companies were surveyed, including Swisscom, Unilever, Deloitte, Allianz and Franz Carl Weber. The conclusion of the study: BTL is lived. And BTL measures will become even more important in the future.
Although the experts disagreed on the term Below the Line, they all uniformly defined the core elements of BTL: dialog-oriented communication channels, the direct and personal approach, and emotional connection. In addition, all interviewees attested to BTL's greater efficiency, effectiveness and sustainability. However, the theoretical terms above and below the line are used less and less. Instead, the study often spoke of integrated communication concepts in which BTL activities are combined with "classic" advertising measures. This is because interest groups are increasingly breaking down into the smallest fragments. And the smaller and more specific the target group, the more important BTL becomes, which can be used in a very target group-specific way.
Eight proven marketing experts from both the service sector and product manufacturing were interviewed. You can find the evaluation of the study here.
