Examples of successful BTL events for telecom operators. What is BTL? BTL technology and BTL communications. Is there for those who work in BTL

Surely you saw in the newspaper with ads about the search for employees posted requests like: "Promoters, merchandisers and supervisors are required" or "BTL activities: holding and organization". A few years ago, all these words sounded ridiculous and partly unpleasant for our hearing, but today everyone knows their meaning.

In fact, BTL events can significantly contribute to sales growth and bring the goods to a new level. In addition, this is a simple way to make money for those who have free time after studying or maintenance. If you are not yet in the subject, then for you.

BTL and ATL events

Let's go back a bit in the past to decipher the abbreviation "BTL" and "ATL". These concepts are interrelated and often used together, especially when the amount of expenses of the enterprise for advertising events are negotiated. These terms are used in large corporations and small companies from the middle of the 20th century, when one of the leaders of the Proctor & Gamble Corporation has signed the cost estimate. It did not take into account the money that would go to distribute advertising samples of products, and this is a considerable amount. Then the head of the hand carried out the line under the final sum and the missing numbers added down below.

It is this feature and "gave birth" the term that is used to this day. Since then, those expenses that go to advertising in the form of promotions, tastings are called BTL vehicles (Below The Line). The costs associated with direct advertising on television, radio, call ATL (Above The Line).

BTL events: what it is

We are accustomed to assume that the work is something connected with an office or plant, a permanent workplace and a strict experienced boss. However, in this case, like BTL events, everything is different. The presence in your city of large stores and malls gives an excellent opportunity to earn on this form of advertising. This is the distribution of booklets and product samples, consultation on the product. It does not matter whether you have experience in this industry or not - sociable, active and smiling people in advertising are always needed. The age is also very important.

Employers prefer to deal with students and young moms - this group of people is unpretentious and enough obedient. What needs to be done to participate in this form of advertising and how much can you earn?

"Sell, Shura, Sell"

As practice shows, BTL events are sometimes even a more efficient way to sell goods than expensive advertising on TV. Nevertheless, for a larger effect, it is best to use both of these types of advertising.

The manufacturer cannot be sure that ATL will reach the consumer. You are unlikely to love advertising and submissively look at it, right? In journals, we often turn bright glossy pages and billboards are not much considered. But you see that if in the store it will be for free to sniff out new spirits or treat (again for free) by a piece of new chocolate, then we will gladly test the goods. Why not?

Sellers must be smiling who have to communicate, pleasant people. Higher education is not necessary, but congenital society and charismaticity will be useful. You do not know how to convince and, in general, are it difficult for you to talk with an unfamiliar person? If you need money, then for the day of practice you will discover the gift of the speaker and a person friendly.

Where to go to work

Knowing people talk about BTL events, that this is a great way to work out. How does this happen in practice? How builds a working day and where can I find a similar job? Pay attention to the ads in the newspaper, for example: "We need promoters, consultants, part-time for students." Boldly pick the number and ask what the work is offered and what is the payment. Immediately warn you that you will need a medical record.

Where exactly you will be sent to work and what exactly will you do, solves the next link after the promoter). Since there are many stores in the city, the options for work are enough, and therefore you can determine to work next to the house.

What time are BTL events? These are the hours in which people are most actively visiting shopping centers, that is, evening time on weekdays and morning at the weekend. It is at this time that it is appropriate to carry out stocks and other events, and therefore for full-time students of training BTL events are suitable for a part-time job as it is impossible.

What income can participate in advertising

What kind of work is, you already understood. How much money can you earn, participating in such events? Payment for work, as a rule, hourly and fluctuates depending on which promotion you participate. The smallest payment for the distribution of leaflets (about 40-80 rubles per hour), the greatest - for advertising cigarettes, elite alcohol, jewelry jewelry (100-500 rubles per hour of work).

Is there for those who work in BTL

It would be mistaken to think that, working a promoter, you do not have a chance of growing in a career plan. In fact, it is an excellent start for those who like marketing and sales. Working the promoter, you can become a supervisor. Here, in addition to communicability and the ability to convince, you will need the ability to organize and manage. Supervisor (from English. Supervise, which means "controlling") negotiates with the management of outlets on holding shares, trains promoters and ensures that they work.

In addition to the supervisor, you can become a brand manager. This is an excellent profession for marketers, because the brand manager thinks out what can be done in order for the products to be more recognizable and purchased. Another step is the director of the promotion. If you are fine with the role of the supervisor, you may be able to lead not only the work of promoters, but also supervisors.

Summary

What practical benefits are BTls? Examples are obvious - for the manufacturer of goods this is a way to increase sales, make the product more recognizable and purchased.

Also, such events allow you to work well. By participating in such promotions several times a week, it is possible to receive income comparable to a salary of an office worker.

Recently, more and more shopping enterprises prefer to apply ATL- and BTL-The technologies in order to increase the recognition of their products or informing about the novelty, switching the consumer with a competing brand to their, maintain the image of the brand, increase sales, etc.

Abbreviation ATL deciphered as aBove. The Line that translated from English means "above the line", a BTL deciphered as beLow. The Line, i.e. "Under the line".

There are several versions of the appearance of these terms. One of the most common is the one that once, planning his advertising budget, company Procter & Gamble I considered everything that was spent on the fixed assets (television, radio, outdoor advertising, press) and, summary, signed the number at the bottom, which remained from this budget. However, subsequently, employees remembered the free distribution of product samples, providing a system of discounts, sponsorship, holding contests, etc., which were listed below beLow. The Line.

Another version is the fact that the term BTL The Romanian trainer was introduced into use, which, emigrating in the United States, in order to somehow bring ends with the ends, began to work on the distribution of free samples of cosmetic products. He compared his work with the incentive focusing of major predators, as a result of which their location and submission is achieved. He interpreted BTL as between. The Lions ("Between Lions"). When this allegory reached the company's head Procter & Gamble For which the trainer worked, he, a little mitigating the term, introduced it into the marketing lexicon.

According to TNS. Gallup Media on Western Europe and USA share BTL In total, advertising is approaching 70%, in Russia it is significantly lower, but, nevertheless, with the growth of the Russian advertising market by 25% per year. BTLservices grows by 35%.

Terms ATL and BTL Cracked in Russia and are widely used.

TO ATL The following types of advertising are: television advertising and advertising in cinemas, radio advertising, press advertising, outdoor and transport advertising, as well as advertising on the Internet. All other advertising methods are attributed to ATC technologies.

direct advertising on television - can be in the form of televisers (blonde and deployed rollers), reporting, plot, teletext, running line, speaker ad;
sponsorship - TV-Rclama integrated into the transmission in the form of promotional screensavers, location of the logo, etc.;
product Placement is the organic introduction of TV advertising goods in the plot fabric of the film (or any product of the entertainment industry);
television screensaves - a fixed image without sound that appears for a short time;
report / interview;
independent transfer (WP product).

The main volume of advertising is placed in the news (watching 80% of the population), television series (45% - the audience is mainly pensioners and housewives), sports programs (40% - mostly men's audience), music programs (25% - youth audience). According to the rating of TV channels, the first five includes: Channel One, Russia, NTV, STS, TNT.

The on-screen advertising uses videos as carriers, which are commercials taken on the camcorder and film organics, in the production process of which film equipment is used. According to the experts of AKAR, the share of advertising on the screens of cinema halls was 87% of all income from advertising in cinemas, and advertising sales brought 1.3 billion rubles to the markets.

radio ring in the advertising unit. For a purchased time, from 10 to 60 s, in the advertising pause, the program or break between the programs is broadcast by the advertising video provided by the advertiser;
sponsorship of the radio program. The sponsor pays entirely or partially a program translated by the radio station, as a result of which it receives a certain amount of time for this advertising;
sponsorship of radio broadcasts. The sponsor pays all the costs of buying the rights of broadcast and ensuring its technical support, receiving a certain time in return to the placement of its advertising. These are usually prestigious reportage programs with a predicted high rating, for example, sports matches;
point radio advertising. The advertiser buys time to broadcast the commercial (or the right to some special form of his mention) in one specific program (for example, in the weather forecast) outside the general advertising unit;
mention. One-time or multiple reference to the leading program of the advertiser's name and (or) object of advertising;
interview in the studio. Thematic interview with an information and advertising nature, which leads the program takes by the advertiser;
radio attributes. Advertising information that is read out by a speaker in the advertising information block;
radiojournal. Thematic radio broadcasting of an information and advertising nature.

In addition to words and music on the efficiency of radio advertising, more general factors are provided:

Station format and matching the style of the roller and the advertised goods;
Ether time;
Sound duration;
"Frame" of the audit by other advertising, music or communication;
The structure of the audit;
Characteristics of text;
The originality of the roller, emotional impact.

TO press (advertising in the press) The entire periodic printing (newspapers, magazines, reference books) belongs. Advertising in the press is located in two forms: advertisements and articles. Advertising announcements include various types of modular, lower case, editing advertising, and to articles (advertising publications) include various articles, reports, reviews that carry direct or indirect advertising.

Advertisment announcements are designed to initiate interest among readers and encourage them to request more detailed information on advertised goods / services, and articles promoted products / services, contain both direct and indirect advertising. Advertising carriers are: newspapers, magazines, consumer publications and reference books.

The effectiveness of advertising in the press is the result of the impact of a large number of factors, among which: circulation, sales, qualitative characteristics of the reader audience, region of distribution, frequency, etc.

Advertising must "rush in the eye." This means that a person who is under constant influence of a variety of advertising should pay attention to your carrier;
Advertising must be memorable. It is important to create an image that a person will be in itself, and with the slightest reminder will recreate it.

tablets and shields;
Light screens (running line, neon), light boxes, etc.;
electronic scoreboard;
Signs (at the entrance and corner);
Roof installations;
volumetric letters;
Pillars;
Pillars, etc.

Advertising on transport - This is accommodation in municipal city transport: buses, trolley buses, trams, as well as a route taxi, mobile billboards, corporate transport, suburban trains.

inside the salon advertising plates in public transport;
external advertising plates, drawings and inscriptions on the side, rear and front parts of the transport;
station posters, at public transport stations and around them (for example, at metro stations);
Advertising with the help of airfunctions (lifting advertising by balloons, airships, helicopters), scattering promotional materials from flights, advertising flights.

Advertising on transport can be created in various ways with full or partial painting and tight vehicle stickers: Application, airbrush, electrostatic and inkjet printing, silk screen printing, printing, combined paintings with appliqué.

Internet advertising - These are various advertising materials posted on the Internet. The exchange of information in real time and the presence of feedback makes the Internet effective advertising tool in terms of contact quality with the consumer.

Advertising on the Internet has a two-stage character. The first link is external advertising. These are the so-called banners and text blocks placed on thematic and popular sites. Such Internet advertising is called passive, as it is not controlled by the user. This is its similarity with advertising in print media. However, it is worth the user to click on the banner or advertising link, as he receives a demonstration of the second advertising link. This advertisement is called active, as its viewing is the result of the intentional Internet user action.

Modern directions of development of online advertising:

media advertising - Placing textual-graphic advertising materials on websites representing advertising platforms. As a rule, media advertising has the form of banner advertising;
videohostins - These are sites that allow you to upload and view video in the browser, for example, through a special player. Seven popular Vidosokhostingov: YouTube, Rutube, Vimeo, Yandex, Smotri.com, Dailymotion, Mail.Ru;
mobile advertising - Text ads are broadcast by mobile devices, in accordance with the target settings of the advertiser. Types of mobile advertising: sending advertising messages using a short text message transfer service SMS; Newsletter advertising MMS.-Ost; Advertising on mobile Internet: on WAP.-sites, on mobile versions of sites, or introduced with the complication of cellular operators inside any sites; Placing advertising inside applications and games for smartphones;
blogs - Present websites that regularly add records containing text, images or multimedia. The server represents information as a message sequence, placing the most recent messages at the very top. The collection structure resembles the usual serial structure of a diary or magazine;
teaser advertising - Placing textual-graphic promotional materials (teasers) on websites, which are advertising platforms. This type of online advertising combines signs of media, textual and contextual advertising and is a short advertisement with an intriguing text and attracting an image that contains a certain amount of product information or services and a hyperlink that refers to the source of target advertising;
social networks - This is a platform, an online service or a website intended for building, reflecting and organizing social relationships whose visualization is social graphs. Placing advertising on social networks is becoming increasingly positions for the market of advertising. First of all, it is caused by a huge audience, which is covered for relatively democratic prices. For example, an astronomical number of users are registered on VKontakte website (more than 110 million people);
contextual advertising - Placement of textual-graphic promotional materials on websites, which are contextual advertising platforms. The contextual placement of online advertising is based on the compliance of the advertising material context (content) of the Internet page on which the advertising unit is located.

Depending on the declaration format, contextual advertising may be text, banner and video advertising:

text. As an advertisement, the usual text with a hyperlink (open or decorated in the form of a fragment of text is used;
banner. Here, the advertisement is based on a visual image. Banner can be completely in the form of a picture or picture with related text and reference;
video advertisement. As an advertisement, a specially prepared video is used, also containing, as a rule, hyperlink.

Traditionally BTL includes activities to stimulate sales, merchandising, event marketing and retail audit, during which the product range is inspected in retail stores, its layout, advertising, price order, etc. Although many specialists are often implied under BTL All marketing activities (including PR, Direct. marketing product Placement, etc.) with the exception of media markets.

By Russian classification BTL includes:

sales promotion among consumers, personnel and trading intermediaries;
merchandising;
direct Marketing (postal mailings, television marketing; SMS.-roll; interactive marketing, etc.);
event Marketing.

One of the main components of BTL is to stimulate sales.

Sales promotion "This is a means of marketing communications that uses many prompted techniques with respect to consumer and trading audience to cause specific measured actions or reactions."

Markers to stimulate sales can be directed to buyers, intermediaries and trading personnel.

1. With the help of the Customer Activities ( consumer Promotion), the tasks of encouraging to commit a test purchase, stimulating re-shopping, an increase in the frequency of product consumption (services).

Consumer Promotion includes: counseling and propaganda, sampling (free product sample or promotional materials), tasting, distribution of leaflets, work at exhibitions, stimulation of sales (draws, quiz, shares "Purchase Gift").

2. Events aimed at trading intermediaries, commercial representatives, wholesale buyers and sellers ( trade. Promotion) contribute to the stimulation of sales, acceleration of turnover and increase sales due to the intensification of the work of the distribution network. This area includes such events as conferences, seminars, holidays, product presentations, joint shares of manufacturers and sellers, bonuses and discounts, etc.
3. To the event to stimulate trade personnel include: Evaluation of the effectiveness of the motivation of sellers, for example, using the technique Mystery. Shopp. eRS ("Secret buyer"), professional contests, bonus systems, etc.

Merchandising - This is a set of measures to promote goods through the points of finite consumption. The main task of Merchandising is to attract the attention of the buyer to the product or brand directly in point Of Sales ( P.O.S..) - points of the final acquisition.

Merchandising includes the calculation of products in the trading room, the design of the places of sale by advertising materials and the consultation of trading personnel.

According to statistics, consumers 2/3 of all purchase solutions are taken directly in front of the display case or the welcome. And if the purchase of a certain product is planned, then seven out of ten buyers make a choice of a trademark again in the trading room.

Merchandising allows you to present products more profitable products of competitors, concentrate on it attention and stimulate the purchase.

Direct Marketing (Direct Marketing. ) – Impact on a specific audience in accordance with the database compiled by order of the advertiser, either themselves or the preparation of feedback with a specific consumer. The essence of the method is the personalization of advertising circulation.

Recently, addressing addresses are increasingly used. e-mail. Legal (not spam) are considered to be distributed when consent is obtained from the addressee in one form or another.

Event Marketing (event Marketing. ) It is activities aimed at promoting trademarks, services and companies with bright and memorable events. Programs of events are developed individually - this is:

Presentation, opening ceremony;
Festival, Fair, Holiday;
meeting, round table, conference, seminar;
anniversary, anniversary;
Open Day, Excursion to the enterprise, etc.

Other types of event marketing are:

Special programs for promoting goods and services within the show-event (show marketing);
Sponsorship of a specific sports team, which can be both financial and in the form of the provision of a team of its products or services (sports marketing);
Organization of dinners, buffets and services during special events (Catering).

To the advantages BTL relate:

the ability to influence the consumer directly at the time of decision making;
focus on a particular person;
obtaining a quick result;
Creating incentives for performing re-shopping and others.

BTL- Maximum can be carried out independently or with the help of the Agency, in the absence of the enterprises of the relevant specialists. The choice of agency can be divided into several stages:

1) it is necessary to determine the specialization of the agency and its reputation;
2) it is necessary to study the cost of services offered by the Agency;
3) It is necessary to ask the agency to provide some guarantees of work. For example, by providing an advance with a small package of services.

After a detailed study of the agency and under favorable circumstances, a contract is signed and direct work on the development begins BTL- Momit.

It should be borne in mind that ATL- and BTL-The technologies are absolutely different communication tasks. Usually, ATL-Relma is not intended to increase sales of goods, its task is to inform, report, form awareness, etc. If the company puts in front of the marketing communications system, the task of stimulating sales, then more appropriate to use the system BTL-The technologies.

URL: marketingmix.com.ua.
Ibid.
URL: akarussia.ru/knowledge/market_size/id4044.
URL: adindustry.ru/radio-advertising
URL: marketingmix.com.ua.
Burnett J., Moriarty S. Marketing communications: integrated approach / trans. from English; Ed. S. V. Boguk. St. Petersburg: Peter, 2001.

ATL and BTL - long-known concepts in marketing. Today, the division between them is almost erased, but initially it was believed that ATL (Above The Line) answered TV, radio, printed advertising and other mass broadcast sources, and BTL (Below The Line) is exhibitions, e-commerce, various sales incentives . In this article we will analyze what BTL is advertising why it is also called trad-marketing, with which tools it is implemented, as well as what types of promotions exist and how to organize them efficiently and conduct them.

Concept Trade or BTL Marketing

First we will deal with the concepts. The key difference of ATL from BTL is that the first view is responsible for the formation of the need to buy goods, while the second completes the sale, inclining the consumer in favor of the progressable product. Trade marketing is a more extensive concept, including BTL, shopping, stimulating, promotional and promotion marketing. We combine the concept of Trade and BTL marketing, since both are responsible for creating motivation from the consumer, as a result of which the sale and, accordingly, the purchasing power increases.

As Motivates BTL

How to motivate the consumer to buy, increase sales growth and form a sure image of the goods? There are 3 ways:

motivation through the price - to enable the buyer to save money;
motivation through the product itself is the possibility of obtaining free samples, tastings, additional products in a bonus to the main;
motivation through impressions - the ability to win the prize, to participate in an interesting event.

The promotion is formed on their basis and launches.

Directions BTL.

Deciding what BTL is and what motivations it uses, consider two directions of its field of activity:

Shares and promo to stimulate a potential consumer.
Shares and promotional trading partners and intermediaries.

Consumer stimulation

How to lean the buyer to buy? The answer is simple. Motivation should be attended to buy it, for this marketers carry out promotions in the final sales places. We have already talked about the fact that sales are stimulated by a profitable price and savings, or a gift for a gift or participation in a specific event. Now let's discuss the fact that BTL projects are and how they are classified. So, there are 3 types of BTL shares:

Promotion with image communications.
Promo with probable benefit.
Promotion with guaranteed benefits.

The first are not directed to a specific product, but in general, create a positive image of the company. So what is BTL communications?

charitable events;
club programs - the creation of communities of loyal clients united by any benefit;
leaflets with clarifying or promotional information on promotions, on updating the range, special offers, etc.;
pOS materials - various attention attracting printed signs, signs, signs, etc.;
the selected promotional zone is a separate platform with promoters, where leaflets are heard, or tastings are conducted, or gifts are issued.
eVENT marketing - fashion events dedicated to the company;
packaging for special events that makes it possible to understand the level of the company and assess its participation in current world events, such as a box with symbols of the Olympic Games, Football Championship, etc.;
sponsorship - financial support for sporting events, concerts, cultural events, elections, children's holidays.

The second type of BTL shares involves obtaining a possible gift. The most common way is to buy more goods to get a prize under the lid, label, etc. This is usually various lotteries, competitions, instant prizes, games, etc.

The third type of BTL in marketing implies a guaranteed gift when performing the conditions of the action (collect 10 covers, labels, etc.), but not only.

Distinguish:

promotional packaging, when buying which the buyer receives the main and additional product, the price of such a bonus is usually from 20 to 50% of the value of the main;
loyalty programs are the prize that the buyer receives, if for a certain time it will be faithful to your brand (collects points, promotion, makes a purchase over 1000 rubles for 3 months);
sampling - distribution of free samples;
cost reduction, discounts for two purchases and other price manipulations;
the wording "We will refund money" you can more often hear when breakdown or improper quality of goods, in the given case we are talking about making money upon subsequent purchase of this brand or any other by agreement. For example, when buying products on the N-amount, you get a card by 20% of this purchase price at a particular furniture store;
discounts on coupons, which can often be found on the street, in the magazine and in many other places, not only allow you to increase sales, but also lead many new interested buyers.

BTL marketing, examples of which were disassembled above, is ideal for attracting buyers, increasing their loyalty and, as a result, increase sales. In fact, these measures are much more, it is only the main and most effective. How do you gain buyers of the company that they themselves know what BTL is and apply it in his own practice.

Stimulating intermediaries and partners

Maintaining any business requires a cooperation company. The more closely and more stable, the more chances to establish uninterrupted sales with savings on transportation, storage, sales and other accompanying any sales of steps. To do this, it is necessary to clearly understand what BTL services are for trading intermediaries and partners and be able to apply them in practice. So, how to work effectively in this area?

Increase purchases. For large wholesalers, intermediaries are more likely to offer more favorable terms of the transaction: wholesale discounts, annual bonuses. As for the sales network to sell a large number of goods, you can offer a discount, limited in time, then for a fairly short time you will reduce the cost of storage and do not lose the goods due to the resulting shelf life. Often for large volumes manufacturers offer bonus goods at the end of the month or quarter, which overlaps some losses due to product damage and helps to avoid shortage.
Increase distribution. Naturally, the more outlets and the wider geographically trading network, the more sales expect a company.
Stimulate employees. For an increase in the volume of goods to premierate both its own trading agents engaged in promotion and those trading points that will sell the maximum amount of product.
Increase distributors loyalty through vocational training, business gifts, organization of holidays, corporate students, training seminars.

How to analyze BTL events?

To understand whether the promotion has passed effectively, it is necessary to write a BTL check list. What it is? This is a list of questions that help draw up an idea of \u200b\u200bthe objectives and audience for which the action is created, as well as evaluate and analyze its results. Here is an approximate list:

Details about the brand and its characteristics.
The purpose of the promotion (for example, an increase in recognition or increase sales).
For whom the promotion is intended, that is, the target product audience.
Where the promotion is planned.
Is there any likelihood to hold it together with another company in order to minimize costs.
What instrument is most suitable for the goals set.
Within the framework of which concept it is best to implement. Is the time of her holding with some important or memorable date.
What budget for advertising within the framework of this action has a company.
What personnel will need: a hired promotional company, store employees or you can cope with our own forces.
What promotional materials will be needed.
What is the start and end of the promo.

Check list

Having created a list of these key issues, you will know your actions to know exactly. And when the action is completed, you will make a new check list that will help you analyze the results. What goes there?

The concept of integrated marketing communications is becoming increasingly popular. It includes both a traditional advertising campaign - ATL advertising and BTL communications and public relations. If everything is clear with the classic advertisement, then BTL is what?

Put hell

The terms atl and BTL appeared in about the middle of the 20th century. Many, probably heard a story about the head, who, when signing the advertising budget, included the cost of distributing free product samples and recorded them in front of the main costs. According to this legend, and the separation of "above the line" and "below the line" occurred. The costs of ATL include expenses related to the placement of advertising information in the media. This is television, radio, outdoor advertising, print editions. The BTL also includes all sorts of sales promotion. The cost of this direction is calculated from the total budget to implement marketing communications. However, there is a tendency to redistribute the BTL budget from the residual to the main category.

BTL Industry

BTL is what? Anglo-speaking term describing marketing communications depending on the principle of forming the target audience. The literal translation of the "Below The Line" means "below the line". It is a thin marketing tool, which includes sales stimulation, post-materials, merchandising, direct addressing, stimulating shares for buyers and trade chain employees. It is believed that BTL advertising is more targeted and allowing to convey the call to buy or any other advertising message directly to the final individual consumer. Usually the call is extremely individual, and BTL works, as a rule, directly at the place of sale or the purchase decision area.

BTL in Russia

The effectiveness of traditional media advertising is gradually decreasing, which leads to an increase in the activity of BTL events, improving the quality of this industry and an increase in the budget for promotional activities. ATL and BTL advertising compete with each other for the client budget. Many Russian companies prefer to cooperate with network agencies, create projects together. Because to keep a whole department in the state is expensive and inappropriate. And some do not even know what is a BTL project from the inside and in general BTL is what? Requirements to agencies, including relating to the uniqueness of the implemented promotional events.

Causes of BTL Popularity Growth

Consumers become more demanding and informed, they need to independently understand the goods offered, to receive more useful information about them, and in some cases and try the proposed product. All this suggests well-organized is created directly for and aimed at the end user of the promoted products. Obviously, the potential return from it will be significantly higher than from classical advertising in the media, where the advertising message is getting all, regardless of whether a person needs in this product or not.

BTL campaign

The advertising BTL agency uses the following tools for the impact on each specific buyer: sales promotion, personal communications, public relations, merchandising, use of POS materials, event marketing.

For the end user, the BTL manager can offer such incentive methods such as tasting, promotion of gifts for the purchase, win-win lotteries, proliferation of probes (sampling), distribution of POS materials. Merchandising is applied to stimulate sellers, directors of retail stores and distributors. It is on the shop windows and counters and tracking the availability of goods in sales places. Conferences, seminars, contests, lotteries are also organized.

Event special events include exhibitions, festivals, concerts on product promotion, brand or brand among consumers. Events to increase the loyalty of partners and informing the company's activities. These are press conferences, seminars, exhibitions. Also, special events include programs to strengthen corporate culture within the company between employees. This is a joint holiday, which is popular today Team-Building. Marketing research is to carry out a comparative analysis of market participants, the need to determine the volume, market share. Identification of trends in market development.

Promotions

BTL projects tend to include a promoter, supervisor and project manager or coordinator. It is a promoter that will be the most important link in this chain. The success of the whole event depends on how qualitatively people will work directly contact with the end user, on which the conducted action is directed. Therefore, the recruit and training of the staff of the BTL agency should be given much attention.

Responsibility superviser

As part of the project, promoters are subject to the Supervisor. He controls their work in the outlet at the time of the action. Since the supervisor is engaged in the workplace of the subordinates, it is also responsible for the quality of their work. Supervisor It is important to be able to quickly navigate in a difficult situation and quickly resolve the conflicts

Responsibilities of the coordinator

The project manager, or the coordinator, contacts the managers of retail stores, in which promotional events will be held. Responsible for the delivery of the promotional rack, the required number of advertised goods, its samples. In addition, the coordinator controls the filling of the reporting of the event. In general, the task of the manager is to ensure the planned stroke of the promotional event.

What else is BTL

BTL marketing, in addition to the classic components, also includes some border instruments. Event marketing is usually referred to as PR events than to BTL, although during such projects, promotions are held, allowing to evaluate the reaction of potential buyers to the advertised product. The second tool is the Internet, SMS and postal mailings. Their goal is to maximize the target audience. But in this case there is a direct contact with a potential consumer.

If we talk about the effect of POS-materials, in this case the impact will occur only at the time of making a decision on the purchase exclusively in sales places. With the help of shelftrokers, wobbler, bright price tags, promotional racks are set to establish visual contact with buyers, attracting their attention, which further contributes to sales growth due to impulse purchases.

Development trends

ATL and BTL advertising over time undergoing some changes. In case of economic crises, BTL suffers less than the market for traditional advertising. It is due to the fact that BTL allows you to maximize sales at a minimum cost. There is also a tendency to enhance individualization with clients. The emphasis makes not so much the goods itself as the needs of buyers and demonstrating consumer care.

As a rule, the Customers of BTL-shares are tobacco companies, FMCG, manufacturers of equipment, alcoholic beverages, cellular operators, pharmaceutical companies. They do not need to explain, BTL is what? With targeted offers and promotional events, these firms are familiar not at the slip.

A successful promotional action will not only fulfill its basic function, for example, an increase in sales for a period of a promotion by 30%, but also provide a number of other advantages. Since during the action there is contact directly with the final buyer, the promoter can create a positive image of the company in the eyes of the consumer, to stimulate an additional purchase, increase brand awareness.

Successful implementation of the action is preceded by painstaking analytical training. First you need to choose exactly what kind of event should be done. By collecting the necessary information base, it will be easier to decide with BTL tools. After collecting information, the actions of the future project are put up and emphasized. Further approves the estimate and a detailed plan of the upcoming event is drawn up. The plan reflects a clear period for the implementation of the project. The correctly chosen time of the action will be one of the success factors. And the professionalism of the personnel will allow to implement a promotion successfully and achieve the desired results.

above-The-Line) The level of impact on consumers and the choice of means of impact on the target audience. Includes sales stimulation, merchandising, POS materials (Abbr. From English. point of Sale. - Place of sale), Direct Mail (from English. direct Mail - Direct mailing), exhibitions and more.

BTL allows you to convey a promotional message or calling for a purchase directly to the individual consumer, the message in this case is the most personal and individual character, the place of exposure is as close as possible to the place of sale or the place where the purchase decision is made.

According to the Russian classification, BTL includes:

stimulating sales among trading intermediaries (Trade Promotion),
consumer Promotion Stimulation (Consumer Promotion),
direct Marketing (Direct Marketing),
special events (Special Events),
partisan Marketing (Guerrilla Marketing),

History

In Western business, the BTL implies advertising technology using less intense / convincing methods than traditional advertising (ATL), and BTL refers Direct marketing (direct marketing, directional marketing) and marketing sales (sales promotion). BTL usually focuses on direct communication - often using the list of target consumers (for example, by direct mail and e-mail) to maximize the response percentage. The term BTL has recently in the West out of use, since the approach of integrated marketing communications came to replace him.

It is believed that the ATL and BTL terms arose once, when one of the top managers of a large company engaged in the production of goods of mass consumption, when making a marketing estimate, forgot to include a massive free distribution of goods. The trait under the estimate was already supplied, so it entered additional costs of expenses under the line ("below the line" - BTL. "Below the line" - BTL. By the analogy of "Above the line" - ABOVE The Line - ATL).

Toolkit BTL.

The most commonly used methods of work:

trade conferences;
promotions;
viral marketing;
exhibitions and fairs;
sponsorship;
internet conferences;
establishing multistage sales promotion programs;
corporate event;
intra-separable event (B2B Party);
development of loyalty programs;
database management.

Examples of using

Ringtones and video clips for mobile phones allow you to more economically promote songs, movies and clips, rather than if you use standard ATL methods to promote.
Most pharmaceutical companies are currently distributing free medicines, notebooks, handles and other consumables to doctors so that doctors and their patients can better get acquainted with the products and the company name has become more closely. Such promotion costs cheaper than advertising in traditional mass media, and the efficiency of promotion is usually higher than that of the usual ATL methods.

Reporting and project management in BTL

Wide distribution in BTL received online reporting systems. They help automate routine data collection operations from field personnel (supervisors, merchandisers) and reduce their operational reports. As a rule, such systems allow:

control field staff at the expense of mobile technologies
receive photo reports
automate the routine work with data from different regions
improve the quality of the information transmitted from fields
remove the colossal load from BTL project managers
make transparent interaction between the advertiser and the agency and increase trust.

Previously, all BTL reporting was done manually with Excel, gradually large advertising agencies and advertisers who could afford, began to develop individual software products for themselves. Soon, specialized software products (online systems) appeared, which became available for any type of companies regardless of size. Modern technologies make BTL more efficiently.

Literature

J. Bernett, S. Moriarty. Marketing communications integrated approach. - SPb., 2001.