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

Put a line

The terms ATL and BTL appeared around the middle of the 20th century. Many have probably heard the story about the leader who, when signing advertising budget, included the cost of distributing free product samples and wrote them down in 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 hosting advertising information in funds mass media. These are television, radio, outdoor advertising, print media. BTL also includes all sorts of ways to stimulate sales. The costs for this area are calculated from the total budget for the implementation of 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 describing marketing communications depending on the principle of forming the target audience. The literal translation "below the line" means "under the line." Represents a thin marketing tool, which includes sales promotion, POS placement, merchandising, direct mail, incentive promotions for buyers and employees of the distribution 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 zone where the decision to buy 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, create projects together. Because keeping a whole department in the state is expensive and impractical. And some do not 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 the implemented promotional events.

Reasons for the rise in popularity of BTL

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

BTL campaigns

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

For the end consumer, the BTL manager can offer incentives such as tastings, promotions for giving gifts for a purchase, win-win lotteries, distribution of samples (sampling), distribution of POS materials. To stimulate salespeople, directors retail stores and distributors apply merchandising. It is on showcases and counters and tracking the availability of goods at points of sale. Conferences, seminars, competitions, lotteries are also organized.

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

Promotions

BTL projects typically include the work of a promoter, supervisor, and project manager or coordinator. It is the promoter that 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 action is directed, perform their work. Therefore, the selection and training of personnel by the BTL agency should be given great attention.

Supervisor Responsibility

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

Responsibilities of the coordinator

The project manager, or coordinator, is in contact with the managers of the retail stores where the promotional events will take place. Responsible for the delivery of the promotional stand, the required amount of the advertised product, its samples. In addition, the coordinator controls the completion of the reporting of the event. 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 usually referred to as PR events rather than BTL, although there are promotions during such projects to gauge the response potential buyers for the advertised product. The second tool is the Internet, SMS and mailing lists. Their goal is to maximize target audience. But even in this case there is direct contact with a potential consumer.

If we talk about the impact of POS materials, in this case, the impact will occur only at the time of the decision to purchase, exclusively at the point of sale. With the help of shelftalkers, wobblers, bright price tags, promotional stands, visual contact is established with customers, attracting their attention, which further contributes to sales growth through 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 maximize sales at a minimum cost. There is also a tendency to increase the individualization of work with clients. The emphasis is not so much on the product itself, but on the needs of buyers and demonstrating care for the consumer.

As a rule, customers of BTL promotions are tobacco companies, FMCG, equipment manufacturers, alcoholic products, mobile operators, pharmaceutical companies. They do not need to explain, BTL - what is it? These firms are familiar with targeted offers and promotional events firsthand.

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

The successful implementation of the 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 accents of the future project are placed. Further, the estimate is approved and a detailed plan of the upcoming event is drawn up. The plan reflects a clear time frame for the project. Choosing the right time for the action will be one of the success factors. And the professionalism of the staff will allow you to successfully implement the promotion and achieve the desired results.

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How to run an effective BTL campaign: seven steps to success

BTL events have long been one of the most effective ways to attract new customers. What opportunities such promotions provide and how to achieve success with their help - we will tell in this article.

Familiar to all advertising on television and in printed publications has been losing ground lately. The reason is that the manufacturer does not always have time to arouse interest in the product in the traditional way, and the consumer is simply fed up with information from the pages of magazines and from TV screens. That is why the market advertising services Efficient, relevant and unobtrusive BTL events are becoming increasingly popular.

What is a BTL event?

So what is BTL? The abbreviation itself stands for below the line, which means “under the line” in English. Such, at first glance, an incomprehensible translation appeared, according to legend, more than 50 years ago. A Procter & Gamble manager brought an advertising cost estimate to the manager for signature, which did not include the cost of handing out free product samples at a city holiday. Then the head himself entered them in the report under the line. And so they appeared BTL concepts and ATL ("above the line").

ATL implies classic types of advertising: advertising in printed media, on television and radio, on the Internet, outdoor advertising. While BTL is understood as a complex marketing activities aimed at direct impact on the target audience. BTL includes, for example, advertising in super- and hypermarkets, promotions, competitions, merchandising, direct marketing, promotions.

BTL events are aimed directly at the consumer. They are effective both for the promotion of new brands and for the promotion of already known ones on the market. Their undeniable advantages include:

• Effectively draw attention to the brand and product.
• High memorability.
• Distinguishing products from competitors.
• Targeted advertising.
• The sale of goods through personal interaction with people.
• Encouragement to make impulsive purchases through shares at the point of sale.
• An opportunity for the consumer to taste or test the product.
• Flexible budget.

BTL events:

• Inform about the product.
• Increase demand.
• Form a positive image of the company.
• Increase brand awareness.
• Helps to establish emotional contact with the audience.

In general, BTL events are aimed at increasing sales here and now. For example, it is enough to recall the New Year's promotion of Coca-Cola. For a certain number of points, which were indicated on the bottle caps, the consumer received a branded gift right at the branded counter at the point of sale. Needless to say, in the pre-New Year period, sales of carbonated drinks skyrocketed.

Famous BTL events of major brands

The modern consumer has become very selective, so traditional methods of advertising influence are often ineffective, especially when it comes to promoting a new product on the market.

For example, remember how Russian market came Media Markt. The loud appearance of the German brand was accompanied by the slogan “Real from Russia, real from Germany!”, where mental ideas about Russian values ​​were played up: matryoshka dolls, black caviar, the mysterious Russian soul. The opening of stores, as a rule, took place at midnight under a bright show program, after which Media Markt delighted its customers for several months big discounts. In addition, at the beginning of its journey, the company actively held shopping nights, tastings, contests, autograph sessions of world pop stars. Not surprisingly, the brand quickly won the loyalty of domestic consumers.

But maintaining an already created positive image requires non-standard approaches.

So, an interesting BTL event is held annually by Red Bull - the championship of homemade aircraft Red Bull Flugtag. The festival has managed to gain popularity all over the world in a couple of years. The idea of ​​the event directly echoes the slogan of the energy drink - "Red Bull inspires". Note that the company often sponsors sporting events and has its own Formula 1 team - Red Bull Racing. Needless to say, today Red Bull is the market leader in energy drinks. Its worldwide sales have already exceeded five billion cans.

Another example of flamboyant image marketing is the promotion of the Snickers candy bar. The Snickers Urbania street culture festival has become an annual celebration of teenagers and young people who want to make themselves known. Naturally, the choice of the target audience turned out to be correct: young extreme sportsmen used the candy bar “for recharging” both during the competitions and after them, which had a positive effect on the sales dynamics.

Instructions for conducting a BTL promotion

To implement a successful promotional event, a company needs to set clear goals, as well as know the technology for conducting such promotions. Remember that an illiterate approach to organizing a BTL event can lead to large financial and image losses.

Studying the target audience: step 1

Determining the image of the consumer of a product or service is perhaps half the success of BTL events. It is with the right choice of the target audience that the most effective methods of emotional impact are developed, which inevitably leads to increased sales.

In order to understand which buyers are interested in a particular product, you can use:

• results marketing research(more often used for complex products);
• observation of customers at points of sale (makes it possible to understand what goods the consumer takes without hesitation and why);
• studying discussions on the Internet (reviews and discussions on the Internet can be found on almost any product).

For example, your company sells large teddy bears. Then the target audience is parents and young couples, pensioners will not be interested in such a product. And, for example, blood pressure monitors are relevant for the elderly.

Estimating the costs of a BTL event: step 2

Traditional advertising in the media or on television requires a huge investment. The costs of preparing and conducting BTL events, which are more efficient, are relatively small. In addition, by adapting the action to your tasks, you can correctly distribute the budget, reducing costs as much as possible. To conduct BTL events you will need:

• staff;
• consumables (leaflets, booklets);
• product (for the opportunity to try or taste);
• sometimes rack and rent small area under it at points of sale.

As an example, consider specific BTL events. So, when conducting street sampling (distributing samples) of freeze-dried coffee, you can meet the budget of 3 million rubles. For 1440 promotional hours, 375 thousand samples are distributed, so the cost of one contact will cost 8 rubles.

And 300 thousand rubles will be enough for consultations on the services and services of the bank for buyers in shopping centers. During the campaign, you can hold up to 2.5 thousand consultations with the distribution of printed material and the collection of customer data, as well as conclude 395 contracts.

Choosing the type of BTL promotion: step 3

Depending on the goal to be achieved during the promotion, as well as the product category, the following types of BTL events are used:

• Lottery. It implies the opportunity to win a prize when buying any product. Lotteries can be instant (the winnings can be received immediately) or with a delayed draw (the prize is drawn between the participants at the end of the promotion). Such promotions are often carried out, for example, by hypermarkets with large turnover and a large flow of customers, to attract more customers and stimulate interest in the company. In lotteries with a delayed draw, the prize is usually significant, for example, a car.
• Sampling. That is, free distribution of samples of goods in individual packaging. Such promotions are used when launching and promoting a new product; they can be organized in crowded places, for example, on the streets.
• Switching. Switches the buyer to the promoted brand by exchanging an incomplete packaging of a competitive product for packaging promotional item. Such promotions are most often used by tobacco companies.
• Tasting. During the campaign, the buyer is invited to evaluate the taste of the product. Events are usually held in supermarkets and hypermarkets, as well as in shopping centers. The purpose of the tasting is to stimulate the sale of goods.
• Distribution of leaflets, or leafleting. This method is used by delivery services, points Catering, shops, etc. Leaflets inform the buyer about discounts and special offers companies. Distribution of leaflets is organized in crowded places: at the entrance to the metro, at city holidays, on the main streets.

Choosing a venue and time: step 4

There is no standard time and place for holding BTL events, everything depends on the preferences of the company and the goals of the action.

However, the maximum effect is given by events that are organized in places closest to the real life of people where customers make purchases: shops, gas stations, salons, shopping centers. Carrying out promotions in such zones gives a high result due to the large audience coverage and placement directly at the point of sale of goods. There are also alternative spaces where the consumer is ready to receive information about the promoted product. These are, for example, the central streets of the city, the waiting rooms of railway stations and airports.

There are no time limits for holding BTL events by companies selling consumer products: such promotions are always appropriate when it is necessary to stimulate demand. However, holding events during gift seasons will help you stand out from the competition and increase sales. These can be, for example, discount promotions for a bread machine before Easter, for milk and flour - before Maslenitsa, for flowers and sweets - before March 8th.

Choosing an agency to organize the action: step 5

A successful BTL campaign is directly related to a competent approach to the consumer, so the person advertising campaign become promoters. It is on their communication skills, the ability to convince, build a dialogue and create the value of the promoted product in the eyes of the audience that the final attitude of the buyer to the product depends.

Today, the promotion services market is well developed, but you need to look for a professional promoter in a specialized agency. Of course, the chosen agency must have extensive experience in working and conducting BTL events, famous brands among customers, as well as a large geographical coverage.

We form the rules for the event: step 6

The rules for conducting an advertising campaign are formed based on the goals set. That is, the company must clearly understand: for whom, how, what, where and why it is planned to promote. In general, the format of the ongoing BTL event should fit into the overall advertising strategy of the company.

The main objective of the campaign is, of course, to increase sales and product awareness. Therefore, the design of the advertising stand or the clothing of the promoters must match the color scheme of the promoted brand. In terms of time, the event should last at least three and no more than six weeks. It is in three weeks that buyers begin to distinguish the product from competitors, and after six weeks they lose interest in it. It is also recommended to hold the promotion at least three days a week.

Evaluating the effectiveness of BTL promotions: step 7

The stage of performance evaluation is of great importance when conducting promotions, as it allows you to increase performance when organizing further events, as well as determine the most effective event that can be replicated, for example, in other outlets.

Evaluation of the effectiveness of a BTL campaign, that is, achieving maximum results at the lowest cost, can be carried out on the basis of the following indicators:

• increase in sales volume;
• income from the event;
• event costs;
• profitability of the event;
• payback period of the event.

Surely you have seen in the newspaper with advertisements for the search for employees posted requests like: “Promoters, merchandisers and supervisors are required” or “BTL events: conducting and organizing”. A few years ago, all these words sounded funny and somewhat unpleasant to our ears, but today everyone already knows their meaning.

In fact, BTL events can significantly contribute to sales growth and bring the product to new level. In addition, this is an easy way to earn money for those who have free time after school or their main job. If you are not yet in the subject, then for you.

BTL and ATL events

Let's go back a little to decipher the abbreviation "BTL" and "ATL". These concepts are interrelated and are often used together, especially when discussing the amount of expenses of the enterprise for promotional activities. These terms have been used in large corporations and small companies since the mid-20th century, when one of the leaders of Procter & Gamble Corporation signed the cost estimate. It did not take into account the money that will be spent on the distribution of advertising samples of products, and this is a considerable amount. Then the manager drew a line by hand under the total amount and added the missing numbers at the bottom.

It was this feature that "gave birth" to the term, which is used to this day. Since then, those expenses that go to advertising in the form of promotions, tastings, are called BTL events (below the line). The costs associated with direct advertising on television and radio are called ATL (above the line).

BTL events: what is it

We used to think that work is something connected with an office or a factory, a permanent workplace and a strict, experienced boss. However, in a business like BTL events, things are different. The presence of large stores and malls in your city provides an excellent opportunity to earn extra money on this type of advertising. This is the distribution of booklets and product samples, product consultations. It does not matter whether you have experience in this industry or not - sociable, active and smiling people in advertising are always needed. Age also doesn't matter much.

Employers prefer to deal with students and young mothers - this group of people is unpretentious and quite obedient. What do you need to do to participate in this type of advertising and how much can you earn?

"Sell, Shura, sell"

As practice shows, BTL events are sometimes even a more effective way to sell a product than expensive TV advertising. However, for greater effect, it is best to use both of these types of advertising.

The producer cannot be sure that ATL will reach the consumer. It is unlikely that you love advertising and watch it dutifully, do you? In magazines, we often turn over bright glossy pages and do not look at billboards much. But you must admit that if in the store they offer us to sniff new perfumes for free or treat us (again for free) with a piece of new chocolate, then we will be happy to try out the goods. Why not?

Sellers should be smiling, conducive to communication, pleasant people. Higher education not necessary, but innate sociability and charisma will come in handy. You do not know how to convince and, in general, it is difficult for you to talk to a stranger? If you need money, then in just a day of practice you will discover the gift of a speaker and a friendly person in yourself.

Where to go to work

Knowledgeable people say about BTL events that this is a great way to earn extra money. How does it work in practice? How does the working day line up and where can one find such a job? Pay attention to the ads in the newspaper, for example: "promoters, consultants, part-time students are required." Feel free to dial the number and ask what kind of work they offer and what is the payment. We will immediately warn you that you will definitely need a medical book.

Where exactly you will be sent to work and what exactly you will do is decided by the next link after the promoter). Since there are many shops in the city, there are enough options for work, and therefore you can be assigned to work near your home.

What time are BTL events held? These are the hours in which people most actively visit shopping centers, that is, evenings on weekdays and mornings on weekends. It is at this time that it is appropriate to hold promotions and other events, and therefore, for full-time students, BTL events are the best way to earn extra money.

How much income can be generated by participation in advertising

What kind of work, you already understood. How much money can you earn by participating in such events? Pay for work is usually hourly and fluctuates depending on which promotion you are participating in. The lowest payment is for distributing leaflets (about 40-80 rubles per hour), the highest - for advertising cigarettes, elite alcohol, jewelry (100-500 rubles per hour).

Is there for those who work in BTL

It will be a mistake to think that working as a promoter, you do not have a chance to grow in terms of career. Actually this great start for those who like marketing and sales. After working as a promoter, you can become a supervisor. Here, in addition to communication and persuasion skills, you will need the ability to organize and manage. Supervisor (from the English Supervise, which means "to control") negotiates with management outlets about the conduct of promotions, trains promoters and makes sure that they work.

In addition to the supervisor, you can become a brand manager. it great profession for marketers, because the brand manager thinks about what can be done to make the products more recognizable and buyable. Another step is the director of the promotional department. If you're good at supervising, you might be able to manage not only promoters, but supervisors as well.

Summarizing

What are the practical benefits of BTL events? The examples are obvious - for a product manufacturer, this is a way to increase sales, make the product more recognizable and buyable.

Also, such events can make good money. By participating in such promotions several times a week, you can earn income comparable to the salary of an office worker.

On the this moment marketers use many different tools and technologies to communicate with the target audience.

• ATL (above the line)
• BTL (below the line),
• TTL (through the line).

Where did the concepts of ATL and BTL come from?

In modern marketing books, one can find an almost legendary story about how the concepts of ATL and BTL came into being. In 1954, Procter & Gamble developed a marketing campaign budget. While the final version was provided to the manager responsible for the implementation of this project, the staff discovered a significant error. The budget included expenditure items for outdoor advertising, advertising on TV and radio. At the same time, the expenses for such important events as product tasting, distribution of brochures and booklets, participation in exhibitions and competitions were ignored.

As a result, the manager had to draw a line in the document with his own hands, after which the corresponding expense items that were initially omitted were entered. This line served as the starting point for the emergence of concepts ATL ( above the line , above the line) and BTL ( below the line , below the line) .

What is ATL?

The concept of ATL is used to describe the traditional ways of influencing the mass consumer. These methods include:

• outdoor and indoor advertising,
• advertising on TV and radio,
• advertising in the press and on the Internet,
• in cinemas and other public places.

As you can see from the examples above, ATL methods are used on macro level covering broad social groups. With this approach, there powerful but diffuse impact on the consumer . The target audience cannot react to the received message, thus a unidirectional communication is carried out without a response from the addressee.

Benefits of ATL

The obvious advantages of using ATL methods are the following features:

• scale,
• the possibility of multiple use.

Thus, the consumer receives more incentives to make a purchase. ATL methods are actively used for the following goals:

• brand building,
• creating a product legend,
• shaping the image of a product or company.

Disadvantages of ATL

The only significant disadvantage of ATL is high cost . As a rule, third-party specialists or advertising agencies are involved in ATL methods. This causes a high price for the implementation of these methods. Since it is extremely difficult to analyze the effectiveness of using ATL methods, it is recommended to carefully approach the process of selecting a contractor, advertising agency specializing in this type of service.

What is BTL?

The main difference between BTL and the ATL methodology described above is level of impact on the target audience . If in ATL it was about the macro level, then in BTL the influence extends to microlevel. Using BTL methods allows you to establish personal contact with the consumer and get a response. Accordingly, the main tasks of BTL are the formation of loyalty to the brand, as well as the stimulation of repeat sales.

Key BTL technologies include:

• sponsorship,
• Exhibitions,
• product tasting,
• personal selling,
• a set of measures to promote goods, etc.

Special attention should be paid to public relations (PR). Some researchers attribute this concept to BTL, while some separate it into a separate category, not identifying it with either ATL or BTL.

Benefits of BTL

The set of measures implemented when using BTL implies the involvement of only the internal resources of the company without the involvement of external specialists. Thus, it is possible to achieve significant savings (compared to ATL). In addition, direct contact with the consumer allows identify the relationship with the product and use the received information to improve consumer properties the proposed product.

High competition in almost all markets encourages companies to fight for consumer loyalty to the brand, as well as to stimulate repeat sales. Using BTL tools and technologies, companies manage to achieve both the first and second through direct contact with the consumer and, as a result, a direct impact on his behavior here and now. The latter is extremely useful in modern conditions when about 60% of purchases are made spontaneously.

An additional advantage of BTL tools is the relative ease of determining the ROI (return of investment) of a campaign, as well as the ability to analyze the results.

What is TTL?

On the market post-Soviet space currently observed dominanceATL methods marketing communication with the consumer. At the same time, Western markets are paying more and more attention to BTL methodology. As a result, there is a mixing of different methods and there is a blurring of a clear line between ATL and BTL. This situation has given rise to TTL (through the line) – a set of methods of communication with the consumer, combining the use of both separate tools asATL, andBTLmethodologies.

It should be noted that the use of TTL in a prism concepts communication mix recognized as the most effective way organization of communication with the consumer. In this case, it is possible to use positive sides both methods (ATL and BTL) and achieve a higher efficiency rate due to the synergy effect.