Advertising plays a huge role in promotion and in attracting attention through BTL activities. A well-organised promotion sparks the shopper's interest in a product and the desire to buy it. Effective results require a clear plan of action and well-trained field staff. An effective promotion is only possible with the right tools that help the shopper see the product's benefits and help the seller increase sales.
5 steps to an effective promotion
Promotions introduce people to brands through direct personal contact rather than indirectly. This may be a brand presentation, a "Collect and win!" loyalty programme, a tasting or a free sample. People find such activities interesting when they are organised to a high standard. Store managers cannot always foresee every detail of running a promotion — which is why BTL agencies handle it. The measure of success is growth in sales. The steps to take:
- Brand. Brand recognition and a stronger image matter. After taking part in a promotion, the shopper chooses the advertised product. A favourable opinion is formed.
- Shoppers. An effective promotion is planned around interaction with shoppers: motivating them to buy and giving full information about the product through consultations and presentations.
- Product. Effective distribution. Brands should be displayed to increase recognition and sales: secure shelf space, find a visible spot and make sure stock is replenished on time.
- Consumer and product. Promotions build a positive attitude towards the advertised brands. Promoters and consultants attract attention and create interest in buying.
- Company. A promotion also improves how the business works. An effective marketing strategy increases product turnover and profit from sales.
A promotion is effective when the news about a new product or service has reached the consumer — and the shopper has decided to buy this particular product in this particular store.
A BTL agency
Urban Media has been on the market for over 20 years and specialises in organising and running all kinds of promotions, with its own trained field staff. The agency invests in new technologies, adapts them to the markets of Kazakhstan and Uzbekistan, and develops its own effective formats for promoting services and brands.
