Conducting an event within the framework of BTL marketing
Posted: Sat Jan 18, 2025 6:37 am
The process of implementing a BTL event consists of the following stages:
Analysis of the brand target audience
Find out what events your target audience prefers to attend, determine the format and topics of the meetings that they value most. This will allow you to accurately determine the choice of venue and promotion method, as well as take into account the characteristics of the audience for more effective interaction at the event itself.
Setting the budget
Budget calculation depends on the selected BTL events and their characteristics. For example, an email newsletter will require payment for the services of a copywriter, and a conference will require payment to an event agency.
Defining the objectives of the event
The goals of BTL advertising will dentist data package determine the choice of tools to achieve them. For example, if your goal is to increase brand awareness, then leaflets can be an effective tool. If you want to strengthen audience loyalty, then organizing a free event for clients will be a more suitable option.
TTL advertising
Source: shutterstock.com
Select the location and time of the event
The location and time of the event should match the needs and habits of your target audience. For example, if your audience is mothers with children, it is better to choose a place with convenient paths for strollers and hold the event during the daytime.
Development of an action plan and rules for implementation
This allows you to ensure the success of the event and prevent unforeseen situations. You can develop scripts for promoters, determine the schedule of events and even create a regulation for the use of emoticons in email newsletters.
Evaluation of results
The effectiveness of BTL advertising is measured by such criteria as percentage increase in sales and the payback period for advertising investments. If the campaign was able to increase sales by 20% or more in the short term, it can be considered successful.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
5 Ways to Evaluate the Effectiveness of BTL Advertising
To evaluate the effectiveness of a BTL campaign, you can use various methods, choosing the most suitable one, or combining several options to achieve the maximum result.
Financial performance assessment
To assess the profitability of a marketing campaign, the return on investment formula is used:
(Income from investment – Investment size) / Investment size = ROI (return on investment)
If the ROI value is greater than zero, it indicates that the marketing campaign is profitable and pays for itself. If the ROI is zero or less, it is worth adjusting the promotion strategy.
Evaluation of the effectiveness of contacts
Contact efficiency is a dynamic metric used to compare data over different time periods (quarters, years, etc.). Keep in mind that without comparison to previous periods, the numbers are meaningless. The metric is based on the sales funnel: all contacts → hot customers → deals.
Contact Cost Estimation
The following formula is used to estimate the price of a contact:
Total budget of BTL campaign/number of contacts = cost per contact.
All expenses, from promoters' salaries to renting points and photo reports, should be included in the overall budget. It is also important to compare contact prices in various sources. For example, on the Internet and in supermarkets.
Evaluation of the value of promoters
The following formula is used to estimate the value of promoters:
Promoter Price = Promoter Costs / Total Estimate * 100%
The optimal indicator is considered to be a result of 60% or higher.
Assessing the working hours of promoters
To estimate the promoters' working time, you should compare the planned time with the actual time. You will need to track all delays, absences and breaks. This can be done using specialized programs that record working time.
What does TTL advertisi
Analysis of the brand target audience
Find out what events your target audience prefers to attend, determine the format and topics of the meetings that they value most. This will allow you to accurately determine the choice of venue and promotion method, as well as take into account the characteristics of the audience for more effective interaction at the event itself.
Setting the budget
Budget calculation depends on the selected BTL events and their characteristics. For example, an email newsletter will require payment for the services of a copywriter, and a conference will require payment to an event agency.
Defining the objectives of the event
The goals of BTL advertising will dentist data package determine the choice of tools to achieve them. For example, if your goal is to increase brand awareness, then leaflets can be an effective tool. If you want to strengthen audience loyalty, then organizing a free event for clients will be a more suitable option.
TTL advertising
Source: shutterstock.com
Select the location and time of the event
The location and time of the event should match the needs and habits of your target audience. For example, if your audience is mothers with children, it is better to choose a place with convenient paths for strollers and hold the event during the daytime.
Development of an action plan and rules for implementation
This allows you to ensure the success of the event and prevent unforeseen situations. You can develop scripts for promoters, determine the schedule of events and even create a regulation for the use of emoticons in email newsletters.
Evaluation of results
The effectiveness of BTL advertising is measured by such criteria as percentage increase in sales and the payback period for advertising investments. If the campaign was able to increase sales by 20% or more in the short term, it can be considered successful.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
5 Ways to Evaluate the Effectiveness of BTL Advertising
To evaluate the effectiveness of a BTL campaign, you can use various methods, choosing the most suitable one, or combining several options to achieve the maximum result.
Financial performance assessment
To assess the profitability of a marketing campaign, the return on investment formula is used:
(Income from investment – Investment size) / Investment size = ROI (return on investment)
If the ROI value is greater than zero, it indicates that the marketing campaign is profitable and pays for itself. If the ROI is zero or less, it is worth adjusting the promotion strategy.
Evaluation of the effectiveness of contacts
Contact efficiency is a dynamic metric used to compare data over different time periods (quarters, years, etc.). Keep in mind that without comparison to previous periods, the numbers are meaningless. The metric is based on the sales funnel: all contacts → hot customers → deals.
Contact Cost Estimation
The following formula is used to estimate the price of a contact:
Total budget of BTL campaign/number of contacts = cost per contact.
All expenses, from promoters' salaries to renting points and photo reports, should be included in the overall budget. It is also important to compare contact prices in various sources. For example, on the Internet and in supermarkets.
Evaluation of the value of promoters
The following formula is used to estimate the value of promoters:
Promoter Price = Promoter Costs / Total Estimate * 100%
The optimal indicator is considered to be a result of 60% or higher.
Assessing the working hours of promoters
To estimate the promoters' working time, you should compare the planned time with the actual time. You will need to track all delays, absences and breaks. This can be done using specialized programs that record working time.
What does TTL advertisi