Home Other What is ATL, TTL and BTL advertising? BTL promotions: step-by-step algorithm for conducting BTL events Btl technology.

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What is ATL, TTL and BTL advertising? BTL promotions: step-by-step algorithm for conducting BTL events Btl technology.

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1. This document defines the policy of JSC “Original” (hereinafter referred to as the Company) in the field of processing and confidentiality of personal data of Visitors to the website www.original-group.ru (hereinafter referred to as the Site).
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  7. The processing of personal data is carried out, access to an unlimited number of persons is provided by the Visitor, or at his request.
  8. Personal data subject to publication or mandatory disclosure is processed in accordance with the legislation of the Russian Federation.
2. The company processes personal data using its own resources and means. If the Company transfers the processing of personal data to third parties, the Company is responsible to the Visitor for the actions of such third parties. Third parties process personal data in accordance with this Policy and are responsible to the Company.
Processing of personal data
1. Collection of personal data.
  Automated collection of personal data is carried out when the Visitor sends a request through the Site. The information required to send a request is specified in clause 3.1. of this Policy.
2. Storage and use of personal data.
  Personal data of Visitors is stored exclusively on properly protected electronic media and processed using automated systems, except in cases where non-automated processing of personal data is necessary in accordance with the legislation of the Russian Federation.
3. Transfer of personal data.
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  If the Visitor has the consent or if the Visitor indicates, it is possible to transfer the User’s personal data to third parties, but only representing the Company’s counterparties.
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2. Confidentiality of the information provided.
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3. If the Visitor believes that the Company is processing his personal data in violation of the requirements of the Federal Law “On Personal Data” or otherwise violates his rights and freedoms, the Visitor has the right to appeal the actions or inaction of the Company to the authorized body for the protection of the rights of personal data subjects or in court .
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In accordance with the requirements of the Federal Law “On Personal Data”, the Company is obliged to:
1. provide the Visitor, at his request, with information regarding the processing of his personal data and specified in clause 8.1. of this Policy, or provide the Visitor with a justified refusal;
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3. take measures necessary and sufficient to ensure the fulfillment of the obligations provided for by this Policy and the Federal Law “On Personal Data”;
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Procedure for putting into effect and changing the Policy
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2. This version of the Policy is the current version and is a public document. The Company has the right to make any changes to the Policy at any time. If changes are made to the Policy, the Company is obliged to notify Users of this by posting a new version at the same address, but no later than 10 days before the relevant changes come into force.

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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:

preparatory stage (creation of a website and advertising materials);
the stage of attracting sponsors to the BTL event and organizing advertising on the Internet;
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.

above-the-line) the level of impact on consumers and the choice of means of influencing the target audience. Includes sales promotion, merchandising, POS materials (abbreviation from English. point of sale- place of sale), direct mail (from English. direct mail- direct mail), exhibitions and much more.

BTL allows you to convey an advertising message or a call to purchase directly to an individual consumer; the message in this case is of the most personal and individual nature, the place of influence is as close as possible to the point of sale or to the place where the decision to purchase is made.

According to the Russian classification, BTL includes:

sales promotion among resellers (trade promotion),
sales promotion among consumers (consumer promotion),
direct marketing,
special events
guerrilla marketing,

Story

In Western business, BTL refers to advertising technology that uses less intensive/persuasive methods than traditional advertising (ATL), and BTL includes direct marketing (direct marketing, targeted marketing) and sales promotion (sales promotion). BTL typically focuses on direct communication - often using a list of target consumers (eg, direct mail and e-mail) to maximize response rates. The term BTL has recently fallen out of use in the West, as it has been replaced by the approach of integrated marketing communications.

It is believed that the terms ATL and BTL arose once when one of the top managers of a large consumer goods company, when drawing up a marketing budget, forgot to include a massive free distribution of goods. The line under the estimate had already been drawn, so he wrote additional expense items below the line (“below the line” - English “Below The Line” - BTL. By analogy “above the line” - “Above The Line” - ATL).

BTL Toolkit

The most commonly used working methods:

trade conferences;
Promotions;
viral marketing;
exhibitions and fairs;
sponsorship;
Internet conferences;
establishment of multi-stage sales promotion programs;
corporate event;
intra-industry event (B2B party);
development of loyalty programs;
database management.

Examples of using

Ringtones and video clips for mobile phones allow you to promote songs, films and videos more economically than if you use standard ATL methods for promotion.
Most pharmaceutical companies now give away free medications, pads, pens and other supplies to doctors so that doctors and their patients can become more familiar with the products and the company name will become more familiar to them. Such promotion is cheaper than advertising in traditional mass media, and promotion efficiency is usually higher than that of conventional ATL methods.

Reporting systems and project management in BTL

Online reporting systems have become widespread in BTL. They help automate routine operations of collecting data from field personnel (supervisors, merchandisers) and summarizing their operational reports. Typically, such systems allow:

control field personnel using mobile technologies
receive photo reports
automate the routine work of bringing together data from different regions
improve the quality of information transmitted from the fields
relieve the enormous burden from BTL project managers
make the interaction between the advertiser and the agency transparent and increase trust.

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

Literature

J. Burnett, S. Moriarty. Marketing communications integrated approach. - St. Petersburg, 2001.

ATL advertising

The literal decoding of the abbreviation ATL in translation from English means above the line. This category includes all types of advertising that we encounter most often: outdoor and indoor advertising, audio and video, advertising on radio, TV and cinemas, all commercial information in magazines and newspapers, as well as advertising in transport and on the Internet .

Despite all the undeniable and well-deserved popularity of ATL advertising, each medium has its own pros and cons. But a lot depends on the specific target audience, so shortcomings need to be taken into account, but with well-set priorities, potential profit can transform any negative into a positive. Let's take a closer look at several examples.

Internet advertising

Clear advantages:

An advertising banner can be placed on websites for a long time;
In terms of cost, it is one of the most affordable types of advertising;
the ability to place any amount of advertising information and presentations on your own website;
Contextual advertising will always help increase efficiency.

Flaws:

It can be difficult for the user to make a choice due to the huge competition among offers;
an overabundance of advertising banners leads to the fact that most users simply ignore them or install ad blockers;
Due to frequent cases of fraud, an impressive percentage of the audience is very distrustful of online purchases.

Advertising in newspapers and magazines

The advantages: you can always focus on a narrow target audience, read information is remembered much better than information received by ear, the textual presentation is as informative as possible, and the reader has the opportunity to slowly analyze the proposed information and make an informed decision.

At the same time, there are a number of disadvantages, including: fragility due to the usually short shelf life of a newspaper or magazine, often a very weak level of reader attention to advertising blocks and, in some cases, low quality of paper or accompanying illustrations.

Radio advertising

The availability of radio is ubiquitous and does not always openly interfere with business, so by posting a video on top-rated radio stations, you can achieve massive coverage of several categories of audience at once. With the help of radio, it is easy to create a certain atmosphere of solemnity and special relevance, and you can quickly and easily make adjustments to the video if necessary.

The disadvantages of radio as a medium include the inability to support information with video, a large number of videos on the air, which significantly dulls the listener’s attention, and the fact that the information presented is very easy to forget due to its fleeting nature.

TV advertising

The undeniable advantages of this medium are expressed in the ability to:

mass audience coverage;
supplementing the information content of the video with bright visual effects, making it as memorable as possible;
influence on the viewer’s subconscious, his emotions and feelings;
demonstrating the practical benefits of the acquisition.

Disadvantages worth considering:

the high cost of producing a high-quality video and, even more so, airtime;
the intrusive nature of television advertising, which irritates the viewer and forces them to switch channels;
lack of the desired result if the product or service is intended for a narrow audience.

Outdoor advertising

Outdoor advertising cannot be turned off or thrown away if desired, and effectiveness directly depends on the frequency of contact, which is achieved through a minimum placement period of 1 month. In combination with other types of advertising, it is particularly effective.

The disadvantages include the following facts:

Pedestrians pay virtually no attention to media placed above head level unless the information is additionally accompanied by sound or a light effect.
It works more simply as image advertising.
Under the influence of precipitation, image quality may significantly decrease.
The time of contact with a potential consumer rarely exceeds 6–7 seconds.

BTL advertising

Below the line is a category of non-traditional advertising methods that continues to gain momentum. In contrast to the somewhat aggressive methods of ATL advertising, BTL communications work much softer and with an emphasis on direct contact with the consumer.

Significant advantages are the stimulation of instant purchase and the combination of simplicity with creativity in presenting the advertising message. Based on sales results, after some events, you can conduct a quick analysis of effectiveness, and individual marketing significantly increases the loyalty of each customer, not only “here and now,” but also in the future.

Among the disadvantages of BTL, it is worth mentioning the significant costs in the event of unsuccessful implementation of the project, insufficient qualifications of the performers, or inept use of BTL tools. Disappointment is possible due to inflated expectations with real results. The root of the problem is the periodic lack of full mutual control between performers and close interaction between performers and the customer, which ultimately affects the effectiveness of the project. Sometimes a company even earns a negative reputation if they frankly overdo it with creative presentation.

Examples of BTL advertising

Gifts for purchase, flash mobs, promotional forms, presentations, tastings, advertising at points of sale, sponsorship, open days, exhibitions, surveys and questionnaires, various corporate events, distribution of booklets, flyers and leaflets, personal sales, win-win lotteries, merchandising, distribution samples, concerts and festivals related to the promotion of a specific product, press conferences and seminars.

TTL advertising

Increasingly, the promotion process requires combining ATL and BTL advertising into a single complex. This combination allows you to clearly focus on a specific target audience and distribute your advertising budget extremely rationally. The technique is called TTL advertising, which means through the line.

BTL Tools

Sales promotion. One of the most important components of BTL advertising. Direct incentives to purchase occur through individual consultations, distribution of free product samples, tastings, events at exhibitions, various drawings, promotions and quizzes, gifts for a completed purchase.

This also includes events focused on sales and commercial representatives, wholesalers and sellers. These include various bonuses and discounts, joint promotions between the manufacturing company and sellers, product presentations, conferences and seminars. Bonus programs, professional competitions are introduced for sales personnel, and the “Mystery Shopping” technique is used to check the assessment of the effectiveness of motivation. Thus, the complex solves the problems of stimulating initial and repeat purchases, and increasing the frequency of consumption of a product or service.

Public relations. Public relations () in BTL are detailed and carefully planned systematic actions to create a positive image of the manufacturing company. Of course, with the expectation of choosing her product against this background.
. Still one of the most effective ways of selling today, thanks to direct contact between the seller and the buyer. Communication occurs through direct mailing of information to representatives of the target audience, provides for feedback and is not used by information intermediaries.
Personal selling. Direct contact with a potential buyer, during which various influence techniques are used. By correctly building communication tactics, you can get an instant response, find out the product requirements of each client and consistently retain regular customers.
Special events. in indirect advertising it is considered as the most important element. One of the primary reasons for this is that the potential buyer is given the opportunity to directly familiarize himself with the products in an environment that is ideal, in the opinion of the manufacturer. In addition, presenting information in a bright, entertaining form is absorbed and remembered much better, thanks to the most positive emotional connotation.
Sales promotion aimed at consumers. This category includes free distribution of product samples, win-win lotteries and thematic competitions, refunds to the buyer if the quality of the product is not satisfactory, long-term loyalty programs, variations with discounts on goods and various gifts from the store for purchase.
Sales promotion aimed at intermediaries. This implies direct motivation of trade participants involved in the chain of bringing products to the final consumer. These are all kinds of competitive programs among dealers, compensation from the manufacturer in the form of trade coupons for retail enterprises and dealer bonuses for purchases.
Distribution of promotional products. The promotion and positioning strategy is successfully implemented with the help of wobblers, price tags, boxes, dispensers, stickers, flags, cup stands, special packaging, shelf talkers, promotional stands, mobiles and stoppers. This also includes souvenir products: notepads, postcards, magnets, bookmarks and key rings, which are sold at the point of sale.
Merchandising. Attracting the buyer's attention to a brand or finished product through special design of the point of sale, consulting customers and displaying products according to a certain scheme. All together, it presents the product in a more favorable light, ensures maximum concentration of the buyer’s attention and, as a result, significantly increases the likelihood of a purchase.

Instructions for conducting a BTL promotion

Research your target audience in detail. Focus on the results of opinion polls and questionnaires, reviews and discussions on forums or social networks, watch customers at points of sale.
Estimate the actual costs of the event. When drawing up your budget, do not forget about the need for highly qualified performers, a certain number of free product samples, the exact amount of printing materials, the cost of rent and a presentation stand.
Decide on the type of BTL promotion based on the company’s primary goals.
Consider the optimal place and time.
Select a BTL agency to organize the promotion.
Create clear rules for the event. Of course, these rules should be based on primary goals and lead to increased brand awareness and sales growth.
Objectively evaluate potential effectiveness. The evaluation criteria here are: the degree of costs in comparison with the income received from the action, overall profitability and the period of full payback of the action.

Organizing BTL campaigns on your own takes a lot of time and, without the necessary experience, may involve additional costs and time, and may not bring the expected result.

By ordering a BTL event from an agency, all of the above instructions will fall on the shoulders of managers who will develop and help carry out a perfectly planned event.

How profitable are BTL events on the Internet?

Carrying out a BTL promotion online means saving your budget significantly. The main costs include only web design, website creation and promotion, mailings and online advertising. All work on attracting, registering and collecting the database occurs automatically and excludes the involvement of a call center, the employment of supervisors and merchandisers.

Instead of a whole group, one person can handle the task quite well. The budget must include only the costs of developing an idea and creating a website, attracting the target audience to the event through Internet marketing, providing advertising support and purchasing prizes. The ratio of efficiency with low costs increasingly allows BTL on the Internet to seriously compete with traditional methods of carrying out promotions.