Marketing offers many ways to promote products, and everyone is influenced by advertising in one form or another. Indirect influence on the consumer is closely linked to BTL. This article answers questions that advertising agencies are often asked: how effective are promotions and the different types of BTL advertising?
Goals, tasks and types
Marketing research and organising promotional events are an important part of the overall process called sales. Urban Media uses BTL promotions to boost products or services with a focus on a specific audience. BTL advertising means targeted influence on a defined consumer through introducing them to brands. The main goal is to increase sales. The tasks include:
- motivating people to buy the product;
- communicating information about the product;
- attracting shoppers;
- changing how people see the advertised product;
- building a positive image through promotions.
There is a wide choice of promotions and BTL formats, whatever the volume or purpose of the product. The agency promotes any product and organises promotions to the client's brief.
Sampling
Tasting the product right at the point of sale. Promoters offer a sample in the store and share information about the brand. Another option is a conversation between a consultant and a potential buyer about the product's features, with a sample to try at home.
Leafleting
A common type of BTL: handing out leaflets, flyers, coupons and other printed materials. It is used often and is the cheapest kind of promotion, so the text must show clearly what benefit the buyer gets from the product.
Consulting
A promo consultant explains in detail the advantages of a new brand or an established one. Consulting is aimed at drawing shoppers' attention at the point of sale.
Gift with purchase
Promotions with guaranteed gifts for buying products. This type of BTL creates favourable conditions for selling products in different price ranges — encouraging the purchase of a more expensive model or of items from another category. If a shopper is interested in a particular TV brand and the more expensive model comes with a gift, the purchase becomes far more likely.
Contests and prize draws
This type of promotion helps engage potential buyers and raise interest in the brand.
Benefits of working with an agency
Promotions show a product in its best light. Trained promoters and sales consultants do this well and build loyalty to the advertised product. Contact Urban Media to discuss the right format for your brand.
