Surely you saw in the newspaper advertisements for finding employees posted requests like: “Promoters, merchandisers and supervisors are needed” or “BTL events: conducting and organizing”. A few years ago, all these words sounded funny and partly unpleasant for our ears, but today everyone already knows their meaning.
In fact, BTL events can significantly contribute to sales growth and take the product to a new level. In addition, it is an easy way to earn money for those who have free time after studying or working. If you are not already in the subject, then this post is for you.
BTL and ATL events
Let's go back a bit to decipher the abbreviations “BTL” and “ATL”. These concepts are interrelated and are often used together, especially when the sums of expenses of the enterprise for advertising events are discussed. These terms have been used in large corporations and small companies since the mid-20th century, when one of the leaders of the Procter & Gamble Corporation signed a cost estimate. It did not take into account the money that would be spent on the distribution of advertising samples of products, but this is a considerable amount. Then the leader drew a line under the total amount by hand and added the missing figures below.
It is this trait that "gave birth" to the term that is used to this day. Since then, those costs 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, called ATL (above the line).
BTL events: what is it
We are used to thinking that work is something related to an office or a factory, a permanent job and a strict experienced boss. However, in a case such as BTL events, everything is different. The presence in your city of large shops and malls provides an excellent opportunity to earn extra money on this type of advertising. This is the distribution of booklets and product samples, tastings, consultations on the product. It doesn’t matter if you have experience in this industry or not - communicative, active and smiling people are always needed in advertising. Age does not matter much either.
Employers prefer to deal with students and young mothers - this group of people is unpretentious and rather obedient. What needs to be done to participate in this form of advertising and how much can you earn?
“Sell, Shura, sell”
As practice shows, BTL events are sometimes an even more effective way to sell goods than expensive TV ads. However, for the best effect, it’s best to use both of these types of ads.
The manufacturer cannot be sure that the ATL will reach the consumer. It’s unlikely that you like advertising and watch it dutifully, right? In magazines, we often turn over bright glossy pages and billboards are not much considered. But you must admit that if in the store we are offered to smell new perfumes for free or treat (again free) with a piece of new chocolate, then we will be happy to try out the goods. Why not?
Sellers should be smiling, communicative, nice people. Higher education is not necessary, but innate sociability and charisma come in handy. You do not know how to convince and, in general, it is difficult for you to talk with 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
Knowledgeable people say about BTL events, which is a great way to earn extra money. How does this happen in practice? How is a working day arranged and where can one find such a job? Pay attention to advertisements in the newspaper, for example: "promoters, consultants, part-time work for students are required." Feel free to dial the number and ask what kind of work they offer there and what is the payment. Immediately warn 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 a lot of shops in the city, there are enough options for work, and therefore you can be assigned to work near the house.
What time are BTL events held? These are the hours in which people most actively visit shopping centers, that is, evening on weekdays and morning 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 suitable for part-time work as well as possible.
What income can bring in advertising
What kind of work is this, you already understood. How much money can you earn by participating in such events? Pay for work is usually hourly and varies depending on which promotion you are participating in. The smallest payment for the distribution of leaflets (about 40-80 rubles per hour), the highest - for advertising cigarettes, elite alcohol, jewelry (100-500 rubles per hour).
It is easy to calculate that by earning 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 will be a mistake to think that, working as a promoter, you have no chance to grow in terms of a career. This is actually a great start for those who like marketing and sales. Having worked as a promoter, you can become a supervisor. Here, in addition to sociability and persuasion, you will need the ability to organize and manage. The supervisor (from the English. Supervise, which means "control") agrees with the management of outlets on the conduct of promotions, trains promoters and makes sure that they work.
In addition to the supervisor, you can become a brand manager. This is a great profession for marketers, because a brand manager is considering what can be done to make products more recognizable and bought. Another step is the director of the industrial department. If you are doing an excellent job as a supervisor, then you can probably manage not only the work of promoters, but also supervisors.
Summarizing
What are the practical benefits of BTL events? Examples are obvious - for the manufacturer of a product, this is a way to increase sales, make the product more recognizable and bought.
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.