At present we find a great variety of channels, types of activations and actions Below The Line (BTL) that allow us to innovate and discover new ways to fulfill the objectives established in our marketing plan, even more with limited budgets.

For this, Carola Fernández, Director of Marketing of Cinemex, emphasizes that it is important to be creative when defining BTL actions in a marketing plan. And for that, he shares 10 steps that in his opinion are very useful to put together a plan for focusing on the realization of BTL strategies:

1. Understand the corporate strategy and objectives so that the marketing plan is aligned and helps to comply with them.

2. Define priorities.

3. Perform a detailed analysis of the market, the competition and our company.

4. Identify opportunities and risks.

5. Define the general objectives.

6. Define the objectives that can be achieved from BTL strategies.

7. Define BTL strategies and their tactics (it is very useful to involve different people in a brainstorming since there are many possibilities for BTL actions and new ideas come up every day).

8. Define the budget.

9. Present the plan and get approval and support.

10. Run and evaluate results.