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From this article you will learn

• What are BTL events and how do they differ from ATL?
• What are the main elements that make up a set of BTL activities?
• What kind of BTL events are held?
• What are the features of BTL events in the B2B sector?
• What are the benefits of BTL events on the Internet?

Promoting any product or service in current market conditions without advertising is almost impossible. Recently, BTL events are gaining great popularity when developing company marketing plans. This advertising direction helps to effectively and quickly increase sales of a product or service, promote a brand, and also allows you to competently present and present a new product on the relevant market.

What is the difference between ATL and BTL events?

All types of buyer-seller interactions can be divided into two main categories: ATL and BTL.

ATL is an abbreviation for the English phrase “above the line.” It is translated into Russian as “above the line.” This term appeared accidentally when the large American company Procter & Gamble was drawing up its next advertising plan with a budget. The plan included only the costs of the most well-known methods of direct advertising, which were distributed through the media (radio, newspapers, television, etc.). After the plan was drawn up, the marketing department specialists remembered several more advertising methods: distributing free samples, holding competitions of various formats, sponsorship, various discount systems. These methods also needed to be included in the plan, so they drew a line under the main list, and wrote down new ones under it. Subsequently, this division began to be applied in other companies, and so it spread throughout the world. In Russia they also use a similar classification.

It turns out that ATL are methods of direct advertising that contain a number of activities for its placement:

• Mass radio stations.
• Newspapers and magazines.
• Television (federal and cable).
• Various ways to advertise on the Internet.
• Outdoor advertising.
• Advertising in transport (taxi, buses, trolleybuses, subway cars).
• Advertising in cinemas.

All remaining methods of interaction with the buyer that are not included in this list are BTL.

BTL is an abbreviation for the English phrase “below the line,” which translates as “below the line.” These methods of communication do not apply to direct advertising.

According to statistics, at this point in time, BTL events are much more popular than ATL, and they will gain more and more popularity every year. ATL advertising is gradually fading away. This has a very simple explanation. Direct advertising is already so boring for people that it is more repulsive than attractive. Therefore, in modern conditions it is much more effective to use disguised advertising methods.

A distinctive feature of BTL events is that they do not require significant financial expenditure. But this does not mean that any novice marketer can cope with their organization and implementation. For a BTL event to bring the desired result, you need a professional approach to its organization and management. When the main staff of the company already has specialists in this type of advertising, there is no need to look for others. If there is no such staff, because the company is not so huge, it would be wiser to turn to a specialized BTL agency for help. You need to understand that an unsuccessful action can put an end to your reputation, which is why it is so important to attract specialists.

The main goals of implementing BTL events are:

• Increasing the popularity of a product or service.
• Providing complete and detailed information about the new product to end consumers.
• Increasing the number of potential consumers by switching their attention from competing brands to your own.
• Brand promotion and maintaining its image.
• Increasing sales of goods or services of a particular brand.
• Positioning and presentation of a brand, in which consumers develop an emotional attachment to it and its products.

The most important task of the entire BTL event is to bring the end consumer as close as possible to the brand’s goods or services, but with a minimum budget for carrying out the necessary promotions. First, there is a gathering place for potential buyers, and then promotions and BTL events of various types are held to influence buyers.

The main elements that make up a set of BTL activities

BTL events include several different schemes for stimulating product sales: direct marketing, public relations, personal sales, thematic exhibitions, etc. These events are planned and implemented based on a certain percentage of the entire advertising campaign budget. In Russia, the classification is slightly different, and it includes:

• BTL activities to stimulate sales among consumers of these products.
• BTL events to stimulate sales among sales representatives.
• Direct type marketing.
• Special events (presentations, festivals, exhibitions, etc.).
• POS materials.

Sales promotion (sales promotion) is a means of marketing interaction that uses several persuasive techniques towards both consumer and trade audiences to induce specific actions or reactions.

Main advantages:

• Actively stimulates further action.
• The value of the product is positioned in such a way that in the eyes of the buyer it becomes more important than the price of the product.
• New additional motives appear that encourage the purchase of a product.
• Increases the percentage of repeat purchases several times.
• Significantly increases the frequency of purchases and their volume.

Main disadvantages:

• The retail price may be reduced.
• It will reduce the reach of the target audience, because part of it will wait for discounts.
• There may be a decline in brand authority.
• May provoke competitors to make forward purchases.

Element 1. Sales promotion among resellers

Sales promotion in the field of resale is certain processes of BTL activities that are aimed directly at trade participants involved in bringing a product or service to the consumer. In the United States, according to statistics, there are somewhere around 1.3 million dealers in retail trade and about 340 thousand in wholesale. The main methods of sales promotion here will be:

• All kinds of competitions among the dealers themselves (the main prizes will depend on the company’s sales level).
• Special dealer bonus (this bonus is given to the seller himself for purchasing the product being sold in a certain quantity).
• Trade coupons (certain compensation for enterprises engaged in retail trade from the manufacturer of goods). As a rule, such coupons are not returned to the manufacturer of the goods.

Element 2. Promotion of sales among consumers

This type of incentive includes the following BTL activities:

• Game with product prices. There are three main options here: a discount from the main price, a discount when purchasing packaging (packaging that combines several products, or exclusive), coupons of various types.
• Money back guarantee if the buyer is not satisfied with the product.
• Various lotteries and thematic competitions.
• Gifts that are given when purchasing a product, gifts by mail (to receive these, the buyer must send a label that will be evidence of this purchase), long-term work with discount coupons.
• Distribution of free samples of sold products (allows you to increase sales by 10%).
• Long-term loyalty programs.

Element 3. Direct Marketing

Another component of BTL events is direct marketing. It has a number of advantages:

• Thanks to direct marketing, it becomes possible to work with narrow segments of the general market. This is done by delivering the necessary information to the right audience.
• The communication process can be personified in certain ways.
• Allows you to save your overall advertising budget thanks to efficient spending.
• Direct marketing is very well managed.
• There are more opportunities to conduct a complete analysis of all information.

Main advantages:

• Specific focus on specific goals.
• Controllable and easily measurable results.
• All elements of the system are very flexible.
• It becomes possible to personalize various information.

Main disadvantages:

• If the strategy is designed for a short period of time, such advertising will be ineffective.
• Contradictions appear between outgoing information and communication messages.

Element 4: Special Events

The next element of BTL events is the so-called “special events”. BTL events of this type allow you to reach the target audience as much as possible and provide flexibility for main selling messages.

Main advantages:

• The necessary corporate image is formed.
• Very large coverage of a diverse target audience.
• All crisis situations are predicted in advance, and a plan to overcome them is also thought out.
• Thanks to such events, the buyer develops trust and emotional attachment to the company.

• Outgoing information cannot be completely controlled.
• Time costs are inevitable because all decisions require approval before they are made.

Element 5. POS materials

The last component of BTL events is POS materials. Particular attention should be paid to the following number of features:

• The nature of the information that will be provided to the buyer at the time of sale plays an important role.
• Particular attention should be paid to strategies for promoting and positioning a product or service.
• Goals at various levels must be clearly stated.
• Other options for using the marketing communications mix are emerging.

Read material on the topic: POS materials

What BTL events can be held

BTL events with image communication

One of the most obvious examples of image communication will be charitable events. The main objective of such BTL events is to raise funds to solve a specific problem or a number of problems of social significance. People love to participate in such events because they want to help others and show their best side. As a result of such actions, a positive brand image is formed.

Organizing club programs is a good way of image communication. Such programs are aimed, first of all, at creating a certain group of people with common interests who will love and purchase brand products. Groups (clubs) will help not only improve your image, but also increase sales.

Distributing leaflets is one of the popular types of BTL events. This method of communication allows you to convey to potential buyers all the necessary information and does not require significant financial expenditure.

POS materials for BTL events. This may include some visual elements (displays and light panels). These materials help to attract attention to goods or services. They are located in places where potential clients gather (shops, exhibitions, etc.).

Promotional area with easy transportation. It is a special stand with advertising materials, near which there is always service personnel - promoters. They provide all the necessary information about goods or services and offer free product samples. It is very important that communication with the audience is competent, so promoters must have the appropriate qualifications. The success of the BTL event will depend on them.

Special BTL entertainment events. Their main task is to promote the brand and popularize certain products.

Special packaging is the transformation of the appearance of the products offered in the light of an upcoming holiday or a specific event. For example, packaging in a New Year's style for Christmas or in the style of the World Cup in anticipation of this event.

BTL events with guaranteed benefits for the consumer

When such promotions are carried out, the benefits of the product become very attractive to the buyer. This type of BTL event includes promotional packaging. This is a package in which, in addition to the main product, a bonus product is included, the cost of which should not exceed 40% of the standard price of the main product. Ideally, it should be 20 - 30%.

Special programs that are aimed at increasing customer loyalty. These are BTL marketing activities that allow you to maintain a buyer’s connection with the brand. An example of such programs is a cumulative system of bonuses, which can be exchanged for real goods when the required number has been accumulated. Many modern specialty goods stores offer such cards to their customers. For each purchase, bonuses are awarded to the card, which can then be exchanged for any product from the store’s assortment.

Sampling is a marketing tool for a BTL event that allows you to competently present brand new products to your target audience, which will increase the likelihood of a first purchase. Types of sampling include the distribution of free product samples or demo versions of the product (computer and mobile software), tasting and test drives.

BTL measures to reduce prices. These promotions, which are aimed at selling a certain type of product, are temporary. To make the new price of the product noticeable, bright price tags with the words “Sale” are made.

Coupon promotions. Allows you to purchase goods at a certain discount. In terms of its main action, this BTL event is similar to a regular trade marketing move aimed at reducing prices. Only in this case a discount is provided if the buyer has a special coupon available. Such promotions allow you to attract new customers.

BTL promotions with probable benefits

These promotions (BTL events) allow customers to win various gifts. The growth of the percentage of sales and brand promotion will depend on the quality, cost and necessity of the gift.

Lotteries. During such a BTL event, all buyers of certain products have the opportunity to win one or more prizes. For example, the Lays company announced that every packet of chips contained a code that you could register on their website and get the chance to win a variety of valuable prizes, the main one being a car.

Competitions. These are very effective promotions among all BTL events. Thanks to the development of the Internet and social. networks, holding competitions has become very simple. For example, a manufacturer of computer components, Intel, announced a competition. The prize was a powerful computer processor. The main conditions were joining the community and reposting the post. Thus, the popularity of the brand has increased significantly.

Instant gift. This BTL event is as follows. When purchasing a product for a certain amount, the buyer receives a gift.

Mobile and computer games. The brand is integrated into such a game, which increases its recognition and, on a subconscious level, creates an emotional attachment to the products of this brand.

Organizing and conducting BTL events: step-by-step instructions

Step 1. Study the target audience

The very first and most important step for successfully conducting BTL events will be identifying your potential buyer. This will allow you to select the target audience, because it is much easier to create correct and effective ways of interaction, which will significantly increase the level of sales.

To determine the type of buyers for a specific product, you can use the following:

• The results of various marketing studies.
• Information on these products from users on the Internet (various reviews on forums and discussions on social networks).
• Direct observation of the behavior of potential buyers at points of sale. As a result of these observations, one can understand the motives of people choosing a particular product.

If a company sells toys, it is clear that the main target audience is parents and young couples. Pensioners, athletes and other segments of buyers will not be interested in these products.

Step 2. Estimate the costs of the BTL event

Standard methods of advertising in various media are very expensive. In comparison, BTL events are not only much cheaper, but also more effective. Each promotion can be tailored to a specific task, which will allow you to divide the advertising budget evenly and in small portions. To conduct BTL events of various types and directions, you must have:

• qualified personnel;
• free product samples;
• necessary materials (booklets, posters, leaflets, magazines, catalogs, etc.);
• a special stand for the presentation of materials and rental of space at the main sales points.

As an example, let's look at a BTL event based on sampling. So, there is a coffee company that sells special types of coffee products. Her advertising budget is 3 million rubles. 375 thousand free samples are being prepared, each costing 8 rubles. In 1440 promotional hours, the materials are completely distributed. Conducting various consultations will require no more than 300 thousand rubles. Over the entire period, you can conduct up to 2,500 consultations and conclude 400 contracts of various sizes.

Step 3. Select the type of BTL promotion

The type of BTL event must be selected based on specific goals (which may be different for each company) and the category of goods or services. You can focus on distributing samples, various lotteries, distributing leaflets, etc.

Step 4. Choose a place and time

The place and time of BTL events are not clearly defined. Depending on the main goals and individual preferences of the company itself, the places for holding the actions and their exact time will be determined.

To achieve the desired effect from BTL events, they need to be held in places where people buy something (various shopping centers, specialized salons and stores), since this is where access to a wide target audience is available, some of which are your potential buyers. Sometimes good results are shown not only by shopping centers, but also by busy city streets, train stations and airport waiting rooms.

As for the timing of BTL events, there are no restrictions. BTL events can be held absolutely on any days when there is a target audience at the points of sale. To stand out from your competitors, you can hold promotions during special periods (when it’s time to give gifts), since this way you can not only differentiate yourself, but also increase the percentage of sales.

Step 5. Select an agency to organize the event

In order for the outcome of the BTL event to meet your expectations, you need to correctly present the product and find an approach to the buyer. Therefore, everything falls on the shoulders of the promoters. Future sales of goods or services depend on their qualifications and professional skills.

You can look for professionals of this kind among the company’s personnel, but it is best to seek help from a specialized agency. However, it is worth paying attention to the track record of this organization (what promotions were carried out, what brands they collaborated with). You need to choose the most successful ones.

Step 6. Form the rules for the event

Specific rules for conducting BTL events are drawn up based on the main goals. The company must have a complete understanding of what it will promote, for whom it will do it, and what results this promotion should lead to. The promotion format should not go beyond the overall brand strategy.

The fundamental goals of such BTL events are to increase brand popularity and increase sales. Therefore, it is very important to pay attention to all the little things. A stand with advertising materials and the color of the service staff's clothing must match the overall style of the brand itself. The duration of such promotions should range from 3-6 weeks, since after 6 weeks interest in the goods and services offered disappears and it is not advisable to continue the promotion longer.

Step 7. Evaluate the effectiveness of the BTL campaign

At the end of each campaign, it is necessary to make a full assessment of the effectiveness of the BTL event. This will allow you to identify strengths and weaknesses that can be taken into account when conducting subsequent BTL activities. For example, this way you can identify a specific event that has shown the greatest effectiveness and repeat it at other sales points.

The full effectiveness of the BTL event is assessed according to the following criteria:

• Total income from the promotion.
• The percentage increase in sales of goods or services.
• Direct and indirect costs of carrying out the campaign.
• The period during which the action has fully paid for itself.
• Overall profitability of the stock.

The event is considered successful if all the results were not lower than those planned by the company. After a successful BTL event, sales should increase by 25%, and sometimes more.

Effective BTL events: examples of famous companies

In modern market conditions, the buyer has become more demanding. All traditional methods of advertising bring less and less effect every year, especially if they are used to promote a completely new product on the market.

As an example, let’s remember thanks to which BTL events the world-famous brand “Media Markt” entered our market. The emergence of the company was accompanied by a special play on stereotypical Russian values: bears, nesting dolls, an open soul. Stores opened with a bright holiday program that attracted a lot of people. For the first few months there were discounts on the entire range. The brand in Russia was actively involved in holding competitions, distributing free trial materials, various competitions and shows with invitations from world stars. Thanks to this, he won the hearts of customers.

Launching a brand is one thing, but you also need to keep it afloat.

For example, the well-known company Red Bull regularly holds competitions for aircraft made by amateurs. In just a few years, this event gained worldwide popularity and attracted the attention of millions of people. In addition, the company sponsors many sporting events. It is not surprising that energy drinks from this brand are very popular all over the world.

Modern conditions for the development and implementation of the Internet in our lives make it possible to use all Internet marketing tools for the effective conduct of BTL events.

Main features of the Internet:

• You can create a specialized website where all the necessary information about the brand and ongoing BTL events will be posted.
• Advertising of various types (banners, direct messages, advertising on social networks).
• Regular updates on the progress of promotions and all the news.
• Sending mail with news, invitations to new promotions and congratulations.

To conduct a full-fledged BTL event, the Internet will play a very important role. All costs for conducting advertising activities on the Internet are small. There is no need to develop a specialized design or print anything additional. Of course, websites and emails will require a certain design in the brand style, but web design is quite simple and inexpensive. All costs include creating and promoting a website, maintaining a mailing list, and advertising on the Internet.

Costs for online BTL events include:

• Cost of attraction

The cost of communication with a potential buyer on the largest portals on the Internet (following a link with an advertisement) is much lower compared to standard communication. It’s worth noting that in order to carry out some promotions on the Internet, you do not need to advertise on all major portals. It would be more advisable to choose less popular, but more thematic Internet platforms, since these are the ones where the necessary narrowly focused target audience gathers. Plus, this is not just information about the BTL event, but the full interest of the potential buyer. After all, advertising links are not simply clicked on; only interested users click on them.

• Cost of direct communication

When a BTL event takes place on the Internet, this allows you to significantly save your advertising budget. In this case, there is no need to hire professional promoters and set up a call center to answer calls. Internet marketing tools are very extensive and allow you to perform many useful functions.

There is a dedicated support service to answer all questions. In 90% of cases, all questions are standard and of the same type, so you can create a section on the website with frequently asked questions. By going there, a potential buyer will be able to find answers. This will significantly increase brand trust and impact sales.

All responsibilities for promotion, answering questions, sending letters can be handled by 1-2 people, and not by a whole department of promoters and other employees, as with traditional methods of holding BTL events.

• Costs for running/project management

Organizing BTL events on the Internet has a great advantage over standard methods. Throughout the entire promotion (from the start of the launch to the determination of the winners), you only need to monitor the competent presentation of advertising materials and occasionally notify with news. All other processes take place automatically.

Attracting the necessary audience, collecting a contact database - all this happens automatically, thanks to Internet marketing tools. One specialist can monitor the entire process of the BTL event, answer questions and send the necessary letters. All this will significantly save your advertising budget.

Thus, The option of a BTL event on the Internet with minimal costs consists of three stages:

1. preparatory stage (creation of a website and advertising materials);
2. the stage of attracting sponsors to the BTL event and organizing advertising on the Internet;
3. purchasing and packaging of prizes necessary for the promotion.

The final cost of the entire promotion (BTL event) will depend on the chosen direction, the popularity of this topic on the Internet, the presence of a target audience and its quality, and the availability of Internet platforms on this topic with a large number of visitors (target audience).

The average conversion rate of a website visitor into a BTL event participant is 2%. If the promotion is organized correctly and successfully reaches the target audience, you can increase this figure to 15%, but no more. Although there are no limits - with the right approach, everything is possible.

It is very effective to use Internet marketing when promoting mass consumer goods.

Industries for which BTL events on the Internet are effective:

• Computer software.
• Automotive industry (sale of spare parts and provision of repair and maintenance services).
• Products of various FMCG categories.
• Mobile communications, phones and mobile software.
• Mass goods and services of various types for women/children.
• Appliances.
• Legal and financial services (assistance with loans, card processing, etc.).
• Travel and tourism industry (vacations, air tickets, guides, etc.).
• Sports nutrition and products.

To summarize, we can say that conducting and organizing BTL events on the Internet can seriously compete with standard methods of conducting such events. The high efficiency and low costs of BTL events on the Internet are simply amazing.

Which BTL events are always a winner?

One of the simplest and most effective BTL events is the distribution of printed advertising materials. For the successful implementation of such events, high-quality printing of leaflets, flyers, leaflets, etc. is necessary. In this case, you should contact the printing house. If you want to order high-quality roll printing of printed products in Moscow, the SlovoDelo printing house, which specializes in all types of printing, will help you. In addition, it has the most modern and high-quality equipment, and qualified employees carry out orders of any complexity.

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 classic advertising, then what is BTL?

Draw a line

The terms ATL and BTL appeared around the mid-20th century. Many have probably heard the story of an executive who, when signing an advertising budget, included the costs of distributing free product samples and wrote them down with his own hand under the line of basic expenses. According to this legend, a division into “above the line” and “below the line” arose. ATL costs include costs related to the placement of advertising information in the media. This includes television, radio, outdoor advertising, and print media. BTL also includes all kinds of sales promotion methods. Costs for this area are calculated from the total budget for marketing communications. However, there is a tendency to redistribute the BTL budget from the residual to the core category.

BTL industry

BTL - what is it? An English term that describes marketing communications depending on the principle of forming the target audience. The literal translation of “below the line” means “below the line.” It is a subtle marketing tool, including sales promotion, placement of POS materials, merchandising, direct mailing, incentives for customers and employees of the retail chain. It is believed that BTL advertising is more targeted and allows you to convey a call to purchase 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 point of sale or the area where the purchase decision is made.

BTL in Russia

The effectiveness of traditional advertising in the media is gradually decreasing, which leads to an increase in the activity of BTL events, an increase in the quality of this industry and an increase in the budget for promotional events. ATL and BTL advertising compete with each other for the client’s budget. Many Russian companies prefer to cooperate with network agencies and create projects together. Because maintaining an entire department on staff is expensive and impractical. And some don’t even know what a BTL project is from the inside and what is BTL in general? dictate requirements to agencies, including those related to the uniqueness of implemented promotional events.

Reasons for the growing popularity of BTL

Consumers are becoming more demanding and informed; they need to independently understand the products offered, receive more useful information about them, and in some cases, try the product offered. All this is offered in a well-organized manner, created directly for and aimed at the end consumer of the promoted products. Obviously, the potential return from it will be much higher than from classic advertising in the media, where everyone receives the advertising message, regardless of whether a person needs this product or not.

BTL campaigns

A BTL advertising agency uses the following tools to influence each specific buyer: sales promotion, personal communications, public relations, merchandising, use of POS materials, event marketing.

For the end consumer, the BTL manager can offer such incentives as tastings, promotions for issuing gifts for purchases, win-win lotteries, distribution of samples (sampling), distribution of POS materials. Merchandising is used to stimulate salespeople, retail store directors and distributors. It represents displays and counters and tracking of product availability at points of sale. Conferences, seminars, competitions, and lotteries are also organized.

Special events include exhibitions, festivals, and concerts to promote a product, brand or brand among consumers. Measures to increase the loyalty of partners and to inform about the company’s activities. These are press conferences, seminars, exhibitions. Special events also include programs to strengthen corporate culture within the company between employees. This is a joint celebration, team-building, which is popular today. Marketing research consists of conducting a comparative analysis of market participants, the need to determine volume and market share. Identification of market development trends.

Promotions

BTL projects typically involve the work of a promoter, supervisor and project manager or coordinator. It is the promoter who will be the most important link in this chain. The success of the entire event depends on how well the people who are in direct contact with the end consumer, to whom the campaign is aimed, perform their work. Therefore, a BTL agency should pay great attention to the selection and training of personnel.

Supervisor Responsibility

Within the project, promoters report to a supervisor. He controls their work at the point of sale at the time of the promotion. Since the supervisor is also involved in organizing the workplace of his subordinates, he is also responsible for the quality of their work. It is important for a supervisor to be able to quickly navigate a difficult situation and quickly resolve conflicts that arise

Responsibilities of the coordinator

The project manager, or coordinator, is in contact with the managers of the retail stores where promotional events will take place. Responsible for the delivery of the promotional stand, the required quantity of advertised goods, and its samples. In addition, the coordinator controls the completion of event reporting. In general, the manager’s task is to ensure the planned progress of the promotional event.

What else does BTL consist of?

BTL marketing, in addition to the classic components, also includes some borderline tools. Event marketing is usually classified as PR events rather than BTL, although during such projects promotions are carried out to assess the reaction of potential buyers to the advertised product. The second tool is the Internet, SMS and mailings. Their goal is to reach the target audience as much as possible. But even in this case there is direct contact with the potential consumer.

If we talk about the impact of POS materials, in this case the impact will only occur at the time of making a purchase decision exclusively at the point of sale. With the help of shelf talkers, wobblers, bright price tags, promotional stands, visual contact is established with customers, attracting their attention, which further contributes to sales growth due to impulse purchases.

Development trends

ATL and BTL advertising undergoes some changes over time. During economic crises, BTL suffers less than the traditional advertising market. This is due to the fact that BTL allows you to ensure maximum sales at a minimum of costs. There is also a trend toward increased individualization of customer service. The emphasis is not so much on the product itself, but on the needs of customers and demonstrating care for the consumer.

As a rule, the customers of BTL promotions are tobacco companies, FMCG companies, manufacturers of equipment, alcoholic beverages, mobile operators, and pharmaceutical companies. They don't need to explain, what is BTL? These companies are familiar with targeted offers and promotional events firsthand.

A successfully executed promotion will not only fulfill its main function, for example, increase sales during the promotion period by 30%, but will also provide a number of other benefits. Since during the promotion there is contact directly with the end buyer, the promoter can create a positive image of the company in the eyes of the consumer, stimulate additional purchases, and increase brand awareness.

The successful implementation of an action is preceded by painstaking analytical preparation. First you need to choose the right event to hold. Having collected the necessary information base, it will be easier to decide on BTL tools. After collecting information, goals are set and emphasis is placed on the future project. Next, the estimate is approved and a detailed plan for the upcoming event is drawn up. The plan reflects a clear time frame for the implementation of the project. The right timing for the promotion will be one of the success factors. And the professionalism of the staff will allow you to implement the promotion successfully and achieve the desired results.

Today, any product, from cookies to cars, is promoted through marketing campaigns.

BTL promotion is a sales promotion event that is designed strictly for the target audience of the product.

They are only part of a marketing plan, but promotions can quickly influence sales and the opinion of potential buyers about a product or brand.

There is never a guarantee that a promotion will work. You can spend a large amount of money, but still not pay off the advertising. To prevent this from happening, you need to have complete information about promotional advertising and BTL marketing, which is what we will do.

BTL marketing

In marketing there are concepts: ATL and BTL events. ATL are basic marketing activities that target a wide audience and maximum reach, such as radio or television advertising. BTL events “below the line” are a targeted impact on the target audience through direct contact between the buyer and the product.

At the time of introducing a new product to the market or a decline in sales, BTL shares are an indispensable tool, acting instantly.

Types of BTL advertising

1. Surprises and pranks - the most common type of promotion. You've all seen promotional stickers on the packaging of crackers or chips with the inscription: "A gift in every package" or “Take part in the drawing for a cool scooter”. This type of promotion is called a lottery or drawing. It is he who actively influences the target audience quickly and effectively, especially on products for children. Children love surprises; they wait for the promised gift in a package of corn sticks again and again, begging dad or mom to buy more. This type of promotion can be used not only in the field of sales of goods but also services, for example: “Make three trips in our taxi and become a participant in the promotion - a trip to Turkey for two!” As you can see, this type of promotion can have both an immediate and long-term effect. Think for yourself which type is right for your product.
2. Sponsorship, patronage– is an effective BTL event mainly to increase brand awareness in the target market and the favor of the target audience. Think of sponsoring companies at football matches or boxing fights. When you sit at the stadium and watch a match, and a car brand is depicted on the banners, you do not have a desire to buy a car of this brand, but the image and trust in it subconsciously grow. Patronage is a great way to remind a certain group of people about yourself. This type of promotion increases trust and loyalty to your brand.
3. Competitions as an advertising tool have become widespread on social networks. The main goal of the competition is to attract the visitor’s attention to a certain page and take an action on it (like, repost, comment). For example, visitors to a certain chain of cinemas or restaurants can receive a discount coupon if they repost an advertisement for a restaurant or film to three of their friends. This can be either a guaranteed prize or a chance to win by participating in a drawing. This type of promotion is gaining momentum since organizing such a BTL event does not require much time or high costs.
4. Exchange of old goods for new ones. A great way to motivate the buyer to get rid of an old item and buy a new one. You solve 2 problems and attract only your target audience, only to your brand! This is popular in the sales of electronics (phones and household appliances), cars (trade-in), cigarettes (your printed pack for our new one) and even clothing (fur, leather).
5. Promotion(promotion) is the exhibition of a product or information about a product in places where the intended target audience gathers (supermarkets, recreation areas), with the opportunity to get advice from a promoter specialist. This type of promotion requires the presence of a place for promotion (stand, table), the presence of a promoter near the product and the presence of the product itself. With this type of BTL promotions, you can promote not only food products, but also tickets, certificates (cinema, theater, zoo, restaurant, entertainment, etc.), cars and other equipment, cosmetics, mobile communications starter packages and much more.
6. Sampling differs from promotion in that the product can simply be distributed to people for independent testing or study right on the streets, the product or a sample for it (shampoo, perfume, coffee, tea, etc.)
7. Information through printed materials, brochures, leaflets, flyers, price lists. To convey promotions and information about a product or service, this type of promotion is ideal. In places with a large flow of people (stops, metro, places of rest and food), distributing leaflets helps to reach a large part of the target audience. For example, if a product or event concerns women, then distribution is carried out to women; if it is a children's party, then preference is given to couples with children and people over 18 years of age. This type of promotion is especially effective if it is carried out locally in the area of ​​the future event, so residents of this area will not only learn, for example, about the opening of a children's store, but some of them may make their first purchases there.
8. Product discounts. If a person sees a 50% discount, then he involuntarily pays attention to the store, the product, and what exactly the discount is for. This stimulates sales and attracts additional traffic. Such promotions should be limited in time, otherwise the inscription: “50% discount” may become commonplace and no one will notice it. Give shoppers a break to create excitement again with discounts.

Since such events are not very expensive compared to ATL events, their popularity is great, but they require good planning and organization.

What is needed to carry out BTL promotions?

Firstly you need to know the letter of the law:

1. place and time of the promotion;
2. specific product;
3. clear conditions of the draw indicating the validity period of the promotion;
4. number and name of prizes (if any);
5. drawn up promotion plan;
6. Events and conditions of the promotion must not violate other laws.

Secondly, you need to understand where to start organizing a promotion, where exactly to start? Here is a detailed list of actions that will help you organize a BTL event:

• When developing a product, marketers study their target audience; you must know who might be interested in your product. You must understand who exactly your clients will be. About .
• We determine the method of promotion. As you already understand, there are many types of promotions, but which one will work for you, you need to think and analyze. If you are promoting a new wine brand, then Promotion is the best way for you. A potential buyer who loves and is interested in wines will not pass by without trying. And if you are advertising a new pizzeria, then flyers on the street and competitions on the Internet will be the best option for you.
• After all this, the budget for the promotion will be clear, which will be noticeably less than the launch of non-targeted advertising for the company on radio or television, but do not forget that the promotion is only part of a global advertising company. Therefore, determine the BTL advertising budget based on the overall budget of the marketing company.
• Who will organize or who will carry out the advertising campaign, and who will control the process? If the company has experienced marketers and qualified personnel, then you can put the BTL event on your shoulders, but if you need to cover several stores and outlets at the same time, then you won’t be able to handle it yourself. You will need the services of special agencies for advertising and promotion. The cost of their services depends on the timing of the promotion and the complexity of the product.
• By what methods and who will analyze the “exhaust” from the promotional campaign? To do this, you need to have sales data before the start of the promotion and after. The promotion may not have an effect immediately after a week or month. Don't forget about force majeure and unforeseen expenses.

BTL events, examples

BTL events should not just happen, they should be creative, here are some examples of promotions that have worked:

It’s not for nothing that Tuborg beer sponsors various music festivals. Famous DJs, active and young target audience, drive and energy. Such an event is mainly an image event, but in general it is direct advertising aimed at selling beer. But Haniken prefers beer to be around football fans.

The car dealer launched advertising on the Internet: "2 cars for the price of one" with an asterisk, under which was hidden the meaning of buying a premium SUV at a discount for which you can purchase the most inexpensive car model in the basic configuration. Over 2 months, sales of cars that did not participate in the promotion doubled.