BTL — Below the Line
Direct, on-the-ground marketing that puts brands in front of customers — activations, roadshows, promotions, field sales and outlet branding.
Overview
Below-the-line (BTL) marketing puts your brand directly in front of the people you want to reach — in outlets, on the roadside, at events and in communities.
Onset runs experiential marketing, roadshows, promotions, direct sales, distribution channel management, field force automation and outlet branding, with our own equipment for activations and events.
What’s included
Experiential Marketing
Brand experiences that let customers see, try and interact with your product in person.
Events Management
Planning and running events end to end — venue, staging, sound, lighting, logistics and on-the-day management.
Social Marketing
Community-focused campaigns that promote a behaviour, product or service to a specific audience.
Roadshows
Mobile brand campaigns that travel between towns and regions with branded vehicles, staging and sound.
Direct Sales & Marketing
Teams that sell and promote directly to customers in the field.
Roadside Promotions
Promotional activity at high-traffic roadside locations to drive trial and awareness.
Distribution Channels Management
Supporting how your products move through distributors and retail outlets.
Mobile Field Force Automation
Equipping field teams with our FIELDForce mobile and web platform to take orders and invoice in-trade.
Outlet Branding / Wall Painting
Branding shops, kiosks and walls so your brand is visible at the point of sale.
How we work
- Step 1
Brief
We start with your objectives, audience, regions, dates and budget, and agree what success looks like.
- Step 2
Concept
We develop the idea, the plan and the costing for your review and sign-off.
- Step 3
Production
Creative, sets, materials, equipment and people are prepared and checked before anything goes live.
- Step 4
Execution
Our team delivers on the ground, on stage or on air — in Dar es Salaam, across the regions or in Zanzibar.
- Step 5
Report
You receive a wrap-up of what was delivered, with photos and the details you need for your records.
StepUp · Event photography
BTL: questions
What BTL services does Onset offer?
Experiential marketing, events management, social marketing, roadshows, direct sales & marketing, roadside promotions, distribution channels management, mobile field force automation and outlet branding / wall painting.
Do you have your own equipment for activations?
Yes. Onset owns some of the most vital equipment for activations and events, including sound system sets, backline, stages, vehicles and event lights.
Can you run a roadshow across several regions?
Yes. Roadshows are one of our BTL services, and we work nationwide, Zanzibar included.
What is outlet branding?
Branding retail outlets — shop fronts, kiosks and walls, including wall painting — so your brand is visible where customers buy.
How does FIELDForce fit into BTL?
FIELDForce is our field force automation platform. Sales and trade marketing teams use it to interact with customers, create orders and deliver clean nett invoices in-trade.
How do I get a quote?
Send us a brief through the quote form, call +255 767 266 018 or +255 655 198 600, or email info@onsetgroup.co.tz. Tell us the objective, dates, regions and budget range, and we will come back with a plan and a costing.
Related services
- Events Management & Experiential MarketingCorporate conferences, launches, gatherings and brand experiences — planned, designed and delivered with our own stages, sound, backline, lights and vehicles.
- FIELDForce — Field Force AutomationA mobile and web platform that lets trade marketers, sales and field force teams take orders and deliver clean nett invoices in-trade, every time.
- ATL — Above the LineMass-media campaigns that build brand awareness — public relations, branding, radio, newspapers, billboards and TV commercials.
Let’s talk about your BTL brief.
Tell us the date, the region and the audience — we’ll come back with a plan and a quote.