Surely you have seen in the newspaper with advertisements for the search for employees posted requests like: "Promoters, merchandisers and supervisors 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 the growth of sales and take the product to a 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 this post is 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 ones belownumbers.
It was this trait that gave birth to the term that is used to this day. Since then, those expenses that go to advertising in the form of promotions, tastings, distribution of leaflets are called BTL events (below the line). The costs associated with direct advertising on television, 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, tastings, product consultations. It does not matter whether you have experience in this industry or not - sociable, active and smiling people are always needed in advertising. Age doesn't really matter either.
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, it is best to use both of these types of advertising for maximum effect.
The producer cannot be sure that ATL will reach the consumer. Do you like advertising andwatch her dutifully, don't 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 is not needed, 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.
Where to go to work
Knowing 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, the supervisor decides (this is 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 close to home.
When are BTL events held? itthose 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 participating 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).
It's easy to calculate that by working 4-5 hours a day several times a week, you can earn no less than an accountant or economist.
Is there any career growth for those who work in BTL
It would be a mistake to think that working as a promoter, you do not have a chance to grow in terms of career. In fact, this is a 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 the management of outlets about holding promotions, trains promoters and makes sure that they work.
Besides a supervisor, you can become a brand manager. ita great profession for marketers, because a brand manager thinks about what can be done to make products more recognizable and bought. Another step is the director of the promotional department. If you're good at supervising, you might be able to supervise 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 allow you to make good money. By participating in such promotions several times a week, you can earn income comparable to the salary of an office worker.
