ATL: Activating through-the-line marketing for your brand
Reaching your target audience effectively requires a cohesive and integrated approach. ATL (above-the-line) marketing focuses on building brand awareness and reaching a large audience through mass media channels. Hiring a skilled ATL freelancer can help you craft compelling campaigns that resonate with your target market and drive significant results.
What to look for in an ATL freelancer
When searching for the right ATL freelancer, consider their experience in:
- Developing and executing integrated marketing campaigns
- Managing media budgets and optimising spend across channels
- Collaborating with creative agencies and production teams
- Measuring campaign effectiveness and providing data-driven insights
A strong portfolio showcasing successful ATL campaigns is crucial. Look for examples that demonstrate a clear understanding of target audiences, creative messaging, and effective media planning.
Main expertise areas to inquire about
Explore a freelancer's expertise in specific ATL channels, such as:
- Television advertising: Creating impactful TV commercials and managing media buying.
- Radio advertising: Developing engaging radio spots and optimising airtime schedules.
- Print advertising: Designing compelling print ads for newspapers, magazines, and other publications.
- Out-of-home (OOH) advertising: Strategically placing billboards, posters, and other OOH formats.
- Cinema advertising: Creating captivating cinema ads and negotiating placement deals.
Relevant interview questions
Prepare insightful questions to assess a freelancer's capabilities:
- Describe your experience in developing and executing ATL campaigns.
- Share examples of successful ATL campaigns you've worked on and the results achieved.
- How do you approach media planning and budget allocation for ATL campaigns?
- What are your preferred methods for measuring campaign effectiveness?
- How do you stay updated on the latest trends and best practices in ATL marketing?
Tips for shortlisting candidates
Effectively shortlist candidates by:
- Reviewing their portfolio for relevant experience and successful campaigns.
- Checking their references and testimonials to gauge their professionalism and reliability.
- Assessing their communication skills and responsiveness during initial interactions.
- Evaluating their understanding of your target audience and industry.
Potential red flags to watch out for
Be mindful of these potential red flags:
- Lack of a comprehensive portfolio or case studies showcasing ATL work.
- Inability to articulate a clear understanding of ATL marketing principles.
- Poor communication skills or unresponsive behaviour.
- Negative feedback from previous clients or references.
Typical complementary skills
ATL expertise often complements other marketing skills, such as:
- BTL (below-the-line) marketing
- Digital marketing
- Content marketing
- Brand strategy
- Market research
What problems an ATL freelancer can solve
An experienced ATL freelancer can help you:
- Increase brand awareness and visibility among your target audience.
- Reach a wider audience through strategic media planning and buying.
- Develop compelling creative campaigns that resonate with your target market.
- Drive leads and sales through effective ATL advertising.
- Build brand credibility and trust through consistent messaging across mass media channels.
For example, an ATL freelancer can help a new restaurant launch build awareness in a specific city through a targeted radio campaign and strategically placed billboards.
A fashion brand launching a new collection might engage an ATL freelancer to develop a television advertising campaign combined with print ads in relevant fashion magazines.
A national charity could use an ATL freelancer to create a powerful cinema advert to raise awareness for their cause.
