Through The Line Marketing

A 600-1000 word article targeting marketers / trade marketers.

Style of writing to be like this example - https://www.typefaceme.com/blog/designers-how-to-survive-your-first-2-weeks-in-a-graphic-design-job/

I will specify the topic, the main points and the flow of the article. You of course may research further and enhance / suggest better way to write it.

I need it to be a fixed price job, for my budgeting purpose. So, do give me your best price upfront.

For this article, the objective is to drive into the minds of marketers / trade marketers that merely doing digital marketing (all the rage now since mco) is not enough to convert to actual sales, if there is a disconnection between your digital marketing and your below-the-line marketing (posm - point-of-sale materials), hence the importance of through the line marketing.

Structure of the article can be:

- Online ad is all the rage due to COVID19
- Many feel encouraged that they get lots of impressions and reach, but don't seem to convert to massive sales increase. Why?
- No point investing in online ad and getting lots of impressions, if your customer can’t find you offline (in-store), an environment cluttered with many other brands
- Important to have the same look and feel for the atl and btl, which is also why people do campaign masthead in order to create the link
- visuals which work on electronic means may not work in-store. Just like lots of print ads can't be applied straight to POSM.

- So, always start with an end in minds. Do through the line advertising. Engage an integrated agency.
Digital marketing agency is easy to engage, but a specialist below-the-line agency is rare and valuable. After all, POSM is placed at where the sale is closed.

You may even specify use of visual to help bring up the point, and I will get someone to find the relevant POSM pic.

Need it done by this week.