{"id":19672883,"date":"2022-08-16T13:03:59","date_gmt":"2022-08-16T18:03:59","guid":{"rendered":"https:\/\/3rcore.com\/?p=19672883"},"modified":"2023-03-07T11:00:46","modified_gmt":"2023-03-07T16:00:46","slug":"publicidad-btl","status":"publish","type":"post","link":"https:\/\/3rcore-server.com.pe\/en\/2022\/08\/16\/publicidad-btl\/","title":{"rendered":"Publicidad BTL | Estrategias de Marketing creativamente diferentes"},"content":{"rendered":"\n[et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Las <\/span>comunicaciones integradas de Marketing <\/b>(<\/span>CIM<\/a>) presentan una diversa gama de alternativas para<\/span> apelar a las emociones<\/b> del p\u00fablico. Sin embargo, si existe una <\/span>herramienta<\/b> que destaca por ser <\/span>creativa y memorable<\/b>, es la <\/span>publicidad BTL<\/b> (Below The Line).<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/btl-.jpg\u00bb alt=\u00bbbtl\u00bb title_text=\u00bbbtl\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

\u00bfQu\u00e9 es BTL?<\/span><\/h2>\n

Para profundizar en el tema, se debe entender <\/span>qu\u00e9 es BTL<\/b>, el cual se comprende como las <\/span>pr\u00e1cticas publicitarias no masivas dirigidas a un nicho<\/b>. La esencia de este formato de comunicaci\u00f3n es la <\/span>propuesta creativa<\/b> que implica, ya que tiene como prop\u00f3sito <\/span>impactar al receptor<\/b>.<\/span><\/p>\n

Otra caracter\u00edstica destacable es el <\/span>p\u00fablico objetivo<\/b><\/a>, ya que al tratarse de una <\/span>comunicaci\u00f3n moderada<\/b>, la <\/span>segmentaci\u00f3n<\/b> es <\/span>m\u00e1s espec\u00edfica<\/b>. Consecuentemente, se busca un <\/span>mayor involucramiento con los receptores<\/b>, ya que la presencia de <\/span>perfiles homog\u00e9neos<\/b> facilita esta tarea.<\/span><\/p>\n

\u00bfPor qu\u00e9 utilizar este formato publicitario?<\/span><\/h3>\n

La <\/span>publicidad BTL<\/b> implica una <\/span>mayor participaci\u00f3n del p\u00fablico<\/b> objetivo, lo que facilita la <\/span>creaci\u00f3n de un v\u00ednculo<\/b> entre ellos y la marca.<\/span><\/p>\n

Paralelamente, se incrementa la recordaci\u00f3n de marca, lo que es una base para <\/span>posicionarse en la mente del consumidor<\/b>.<\/span><\/p>\n

Por otra parte, al distribuirse mediante <\/span>canales de comunicaci\u00f3n<\/b> m\u00e1s <\/span>personalizados<\/b>, estos requieren de un <\/span>menor desembolso econ\u00f3mico<\/b>.<\/span><\/p>\n

Complementariamente, al tratarse de una formato que se aprecia por la <\/span>creatividad<\/b>, la distribuci\u00f3n de los <\/span>recursos<\/b> puede <\/span>optimizarse<\/b> con mayor facilidad.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/que-es-un-btl-1.jpg\u00bb alt=\u00bbout of home\u00bb title_text=\u00bbque-es-un-btl\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

\u00bfC\u00f3mo incorporarlo en mi propuesta de comunicaci\u00f3n? Ejemplos BTL<\/span><\/h2>\n

Marketing de Guerrilla<\/span><\/h3>\n

La estrategia por excelencia de la publicidad BTL<\/b>. Se trata del uso de la creatividad para plasmar parte de la experiencia de un producto en espacios p\u00fablicos<\/b>. Se aprovechan los elementos del entorno para representar el valor de la marca<\/b> de forma ins\u00f3lita.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/ejemplo-btl-1.jpg\u00bb alt=\u00bbejemplos btl\u00bb title_text=\u00bbejemplo-btl\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Activaciones<\/span><\/h3>\n

Las activaciones son campa\u00f1as que consisten en aprovechar un espacio f\u00edsico para <\/span>interactuar con el p\u00fablico<\/b>, al ofrecer una e<\/span>xperiencia en base a la marca<\/b>. Con el prop\u00f3sito de humanizar la marca, se invita al target a <\/span>participar en actividades<\/b> que van desde usar un producto o jugar.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/que-es-btl-1.jpg\u00bb alt=\u00bbactividades btl\u00bb title_text=\u00bbque-es-btl\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Marketing en el punto de venta<\/span><\/h3>\n

Se trata del <\/span>conjunto de estrategias publicitarias<\/b> que tienen como lugar de ejecuci\u00f3n el <\/span>punto de venta<\/b>.<\/span><\/p>\n

Uno de los prop\u00f3sitos de estas t\u00e9cnicas es <\/span>generar un impulso de compra<\/b> aprovechando la predisposici\u00f3n del receptor a realizar el proceso de compra.<\/span><\/p>\n

Entre los mecanismos empleados con mayor frecuencia se encuentran el <\/span>sampling<\/b> y los <\/span>stands de degustaci\u00f3n<\/b>.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/punto-de-venta-btl-1.jpg\u00bb alt=\u00bbtrade marketing\u00bb title_text=\u00bbpunto-de-venta-btl\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb sticky_enabled=\u00bb0″]

BTL online: Marketing Digital<\/span><\/h3>\n

La <\/span>publicidad BTL<\/b> tambi\u00e9n puede desarrollarse mediante <\/span>canales digitales<\/b>.<\/span><\/p>\n

Uno de los m\u00e9todos m\u00e1s comunes se da mediante el <\/span>desarrollo de landing pages<\/b><\/a> como punto de partida para la recolecci\u00f3n de datos de contacto. Seguidamente, se realizan <\/span>campa\u00f1as de contacto<\/b> para establecer una <\/span>comunicaci\u00f3n directa<\/b> con el usuario.<\/span><\/p>\n

Otro m\u00e9todo para desarrollar BTL en internet es mediante la <\/span>creaci\u00f3n de contenido de valor<\/b><\/a> mediante <\/span>plataformas virtuales<\/b> y dirigidos a p\u00fablicos ya reconocidos. Las agencias de marketing digital <\/b>son un gran soporte para este formato.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/08\/landing-page.jpg\u00bb alt=\u00bblanding page\u00bb title_text=\u00bblanding-page\u00bb _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb theme_builder_area=\u00bbpost_content\u00bb hover_enabled=\u00bb0″ sticky_enabled=\u00bb0″]

Publicidad BTL en Per\u00fa<\/span><\/h3>\n

Uno de los casos m\u00e1s emblem\u00e1ticos de <\/span>publicidad BTL en el Per\u00fa<\/b> fue la carrera organizada donde los participantes eran Usain Bolt y una mototaxi<\/strong>.<\/span><\/p>\n

Este singular evento fue un esfuerzo publicitario realizado por la marca deportiva <\/span>Puma<\/b><\/a>, demostrando el compromiso de la marca con la velocidad<\/strong>.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/09\/publicidad-btl-en-peru.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbpublicidad btl en peru\u00bb title_text=\u00bbpublicidad-btl-en-peru\u00bb hover_enabled=\u00bb0″ sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.17.6″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

La <\/span>publicidad BTL<\/b> es un concepto que ha tomado protagonismo durante los \u00faltimos a\u00f1os, las nuevas alternativas de comunicaci\u00f3n forman <\/span>clientes cada vez m\u00e1s exigentes<\/b>. Por tal motivo, se aprecian aquellos esfuerzos que buscan ofrecer una comunicaci\u00f3n que <\/span>escape de lo convencional<\/b>.<\/span><\/p>\n

El proceso creativo puede resultar bastante desafiante, por lo que buscar soporte en una <\/span>agencia de marketing digital<\/b><\/a> es una alternativa a considerar. La experiencia es uno de los factores que influyen en una campa\u00f1a de publicidad exitosa.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Las comunicaciones integradas de Marketing (CIM) presentan una diversa gama de alternativas para apelar a las emociones del p\u00fablico. Sin embargo, si existe una herramienta que destaca por ser creativa y memorable, es la publicidad BTL (Below The Line).\u00bfQu\u00e9 es BTL? Para profundizar en el tema, se debe entender qu\u00e9 es BTL, el cual se […]<\/p>\n","protected":false},"author":3,"featured_media":19673029,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[43,14],"tags":[],"dipi_cpt_category":[],"class_list":["post-19672883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-hacking","category-marketing"],"yoast_head":"\n\u00bfQu\u00e9 es BTL? | Publicidad creativa para posicionar tu marca<\/title>\n<meta name=\"description\" content=\"Bajo la experiencia de una agencia de marketing digital, descubre en qu\u00e9 consiste la publicidad BTL y c\u00f3mo aprovecharlas al m\u00e1ximo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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