Put your brand
where customers
make decisions.
Take brand strategy into the market with targeted, measurable below-the-line activation across the customer journey.
- ✓ Retail Activation
- ✓ Sampling & Demonstration
- ✓ Trade Activation
- ✓ Consumer Engagement
- ✓ Campaign Execution
- ✓ Market Intelligence
Marconix at a glance
Company-level figures for Marconix as a whole. They are not BTL Marketing-specific results.
On-ground activation that reaches customers directly
BTL (below-the-line) marketing reaches specific audiences directly through on-ground activity. Marconix takes brand strategy into the market through retail activation, sampling and demonstration, trade activation and consumer engagement, with quality control and reporting built into execution.
- Formats
- Retail activation, sampling and demonstration, trade activation, consumer engagement and campaign execution.
- Who it is for
- Brands that need trial, visibility and engagement close to the point of purchase.
- How it is delivered
- People, locations and materials are mobilised and activations are executed with quality control.
- How it is measured
- Reach, engagement and outcomes, reported against the objectives set in the brief.
Built for brands that need results on the ground
BTL Marketing suits brands that want to turn awareness into trial, retailer participation and customer interaction. Each campaign is configured around the brand’s objective, audience and the environments where customers decide.
Problems BTL Marketing helps address
These are common challenges in taking a brand into the market. The right scope for each campaign is agreed in the brief.
Awareness without trial
Customers may know a brand without trying it. Sampling and demonstration create direct experience of the product.
Plans that do not reach the market
A good concept can lose its impact in execution. Deployment with quality control keeps it intact.
Inconsistent execution across locations
Standards slip when many locations are involved. A common execution standard supports consistency.
Limited retailer and channel participation
Retailers and channel partners influence what customers see. Trade activation seeks their participation.
Limited visibility of what happened
Without reporting, it is hard to judge a campaign. Tracked reach, engagement and outcomes make it visible.
Six BTL capabilities
Which capabilities are in scope is agreed for each campaign.
Retail activation
Bringing campaigns into stores and buying environments.
Sampling and demonstration
Creating product trial and meaningful interaction.
Trade activation
Driving retailer and channel participation.
Consumer engagement
Creating relevant moments that move people.
Campaign execution
Deploying teams, materials and measurement.
Market intelligence
Capturing activation and competitor signals.
What can I hire Marconix BTL Marketing to do?
Most campaigns start from one of these needs. Formats, locations and commercial terms are agreed for each campaign.
Illustrative images. They are not photographs of specific client projects.
Put the product in customers’ hands
Sampling and demonstration create trial and understanding where customers can experience the product.
Best forLaunches and products that need to be tried to be understood.
Activate stores and buying environments
Campaigns are brought into the stores and settings where purchase decisions happen.
Best forBrands that want visibility and engagement at the point of purchase.
Get retailers and channel partners involved
Trade activation drives retailer and channel participation in the campaign.
Best forBrands whose campaigns depend on retailer cooperation.
Create consumer engagement moments
Relevant, well-run interactions that give people a reason to engage with the brand.
Best forBrands building engagement with a defined audience.
Run a multi-location campaign
Teams, materials and measurement are deployed to the locations agreed for the campaign.
Best forCampaigns that must run to one standard across several locations.
Learn from the market while activating
Activation and competitor signals are captured during the campaign and reported.
Best forBrands that want market learning alongside execution.
Formats, locations and commercial terms are agreed for each campaign rather than fixed in advance.
Control and reporting built into every campaign
A campaign is only as good as its execution. Four mechanisms keep it on brief. The specifics are agreed for each campaign.
Campaign brief
Objective, audience and deliverables are defined before deployment.
Quality control
Execution is checked against the standards agreed in the brief.
Reporting
Reach, engagement and outcomes are reported against the objectives.
Sales alignment
Activation is planned with the client’s sales objectives in mind.
The Marconix BTL process
A six-stage sequence, adapted to each campaign’s objective and audience.
- Step 01
Brief
Define the campaign objective and audience.
- Step 02
Design
Build the activation concept and execution plan.
- Step 03
Deploy
Mobilise people, locations and materials.
- Step 04
Activate
Execute with quality control.
- Step 05
Measure
Track reach, engagement and outcomes.
- Step 06
Optimise
Improve and scale what works.
How a BTL campaign is measured
Measures are agreed in the brief and depend on the campaign’s objective. Typical measures may include the areas below.
Reach
The number of people or contacts the activation reaches.
Trial and sampling
Product trial and sampling achieved at activation.
Engagement
The quality and depth of interaction with the audience.
Leads captured
Leads or sign-ups captured, where the campaign includes them.
Conversion
Movement from engagement to purchase or next step, where it can be tracked.
Execution quality
Adherence to the standards agreed in the brief.
Marconix does not quote benchmark figures here, because results depend on the product, audience and format. Measures and targets are agreed in the brief.
Trusted by businesses across industries.
Businesses that have worked with Marconix across its services. The logos represent businesses that have worked with Marconix across its services and do not indicate which service each business used.
How a BTL Marketing engagement works commercially
Engagements begin with a conversation about the brand’s objective, audience and formats.
- 01
Conversation
Marconix learns about the brand’s objective, audience and formats.
- 02
Proposal
A proposal covers the scope, deployment, quality control and reporting.
- 03
Commercial terms and timelines
Both are discussed and confirmed in the proposal.
BTL Marketing FAQs
Clear answers to the questions buyers ask most.
What is BTL marketing?
BTL (below-the-line) marketing reaches specific audiences directly through on-ground activity such as sampling, product demonstrations, in-store promotions and trade activation. Unlike mass media, it creates direct brand interactions close to the point of purchase.
What is the difference between ATL, BTL and TTL marketing?
ATL (above-the-line) uses mass media such as TV, print and outdoor to build broad awareness. BTL targets specific audiences through direct activity such as sampling and activations. TTL (through-the-line) combines both.
What BTL activities does Marconix execute?
Marconix’s BTL service covers retail activation, sampling and demonstration, trade activation, consumer engagement and campaign execution, with market intelligence captured during the campaign. Formats are agreed for each campaign.
Can Marconix run BTL campaigns in multiple locations?
Multi-location campaigns can be planned in the brief. Teams, materials and measurement are deployed to the locations agreed for each campaign, working to one execution standard.
How is a BTL campaign measured?
Measures are agreed in the brief and can include reach, trial and sampling, engagement, leads captured, conversion where it can be tracked, and execution quality. Marconix does not quote benchmark figures.
What affects the cost of a BTL campaign?
Cost depends on the format, locations, duration, people and materials involved. After the brief, Marconix prepares a proposal that sets out the scope and commercial terms.
How is BTL different from Retail Activations?
BTL Marketing is the broader service, covering retail activation, sampling and demonstration, trade activation and consumer engagement. Retail Activations is Marconix’s store-level service, focused on activating shoppers and retailers at the outlet.
How does a BTL engagement begin?
An engagement begins with a conversation about the brand’s objective, audience and formats. Marconix then prepares a proposal covering the scope, deployment, quality control and reporting, and commercial terms and timelines are confirmed in that proposal.
Discuss your BTL campaign
Share your objective, audience and formats. Marconix will prepare a proposal covering the scope, deployment, quality control and reporting.