To begin with, what is the BTL. The authorship of the term
BTL belongs to one of the company's executives Procter & Gamble, which
claimed the marketing budget for the next year. advertising in the press, on
TV, etc. Marketers have drawn a line under the final amount, but then
remembered that it was not taken into account the cost of distribution of free
samples and other sales promotions - The estimate all the traditional means of
promotion are included... I had to enter the figures below, that is, below the
line. Since then, the traditional direct advertising is called ATL - above the
line (above the line), and all other methods of sales promotion - BTL - below
the line (below the line). sales promotion by means of these same
"other" methods and engaged promoters, merchandisers and supervisors.
Promoter - a specialty of the lowest rung in the chain
engaged in the BTL-marketing. But this does not mean that his work is not as
important and necessary. It is from the competent actions of promoters depends
largely on the success of a promotion program.
Here are the main types of work which involve promoters:
distribution of
leaflets and promotional materials.
tasting products.
issue for the
purchase of gifts.
advising buyers about
a particular product, and so on. d.
Promoters are more likely to work in the specialized
agencies, under the conditions of piecework payment. Or yourself - for a few different
companies. Most often, the promoters of part time students. It's too unstable
and uneven earnings to make it their main source of income. Companies rarely
keep a staff of promoters as they are not always required. The need for their
services occurs within any action for some time. Therefore, more profitable
businesses to contact the agency or employ people on temporary work.
Of course, any promoter necessary communication skills. He
must correctly answer questions and politely withdraw from conflict situations,
if they arise. Do not interfere, and organizational skills: you need to
organize yourself and your team to avoid any hitches and delays. Quick response
and mobility, responsibility, good memory and the ability to work in a team -
and that without which does not do any good promoter.
Before you begin, companies conduct special training, which
promoters get the necessary information about the promoted product (service),
its characteristics, benefits, target audience, competitors, etc. A serious
agencies for promoters organize specialized training in theory promote sales,
overcome objections, the development of acting skills.
Eligibility promoters in a very democratic: age - 18 (rarely
16) to 30 years, mainly, not necessarily the presence of higher education.
Working conditions often include: free schedule, 3-4 hours work per day.
Merchandiser
Merchandising (from the English merchandise - products) is
literally translated as "the art of trading." In fact it is a set of
activities that are carried out on the trading floor in order to increase sales
and the active promotion of a product. Accordingly, merchandiser - a specialist
in product promotions in retail outlets retail.
This profession has appeared in the 30s of the twentieth
century in the United States. The American Marketing Association defines
merchandising as "plan promoting the right product in the right quantity
at the right time in the right place at the right price." In other words,
to the buyer took the offered goods as "correct", and therefore the
right, and there is a merchandising system.
In practice, work merchandiser includes four main areas:
Display of goods in a
shop.
Providing outlets
where the product is presented, brand advertising media, leaflets, special
posters, decorative elements with the company logo, and so on. D.
Retail store equipment. Many companies offer own branded
stores shelves, racks, shelves.
Work with vendors. Merchandiser The challenge is that the
seller was represented by its advantageous product.
The responsibilities of merchandiser also includes control
of availability of goods in stock, and sometimes the tracking of competitors'
prices.
Admission requirements to the place of merchandiser also
democratic, but they are still more than a promoter. Age, as a rule, - 20
years. It is desirable to have higher education and knowledge of the basics of
merchandising. In many companies, a requirement for the applicant is to have a
driver's license and personal vehicle. Recently, preference is given to most
male candidates, because it is easier to deliver and unload the goods and
promotional materials. A good merchandiser should have aesthetic sense, passion
and courage in decision-making.
Work promoter and merchandiser - a career start in sales.
These specialty does not apply to professions for a lifetime. Usually, after
working for a while, people are moving farther: to supervisors, marketing staff
or sales managers.
supervisor
Supervisor translated to English means "observer»
(supervise - observe, monitor). Supervisor at BTL-marketing - is a person who
leads a group of promoters and merchandisers. As a rule, the supervisor is a
person who has worked as a promoter or merchandiser, knowing the specifics of
the inside work.
This is a complex profession: it combines specialty teacher
trainer, vendor, analysts, economists and many others. Therefore, the
candidates for this position is usually quite high demands imposed
requirements: age - from 23-25 years, higher education, work experience of 1
year in most cases, the presence of the car. For the supervisor is very
important leadership qualities and the ability to organize the work of the
group. Therefore, a person who works on this path, should have a high
professionalism in the recruitment and good intuition. After the formation of
the team - this is the main point, without it does not achieve the main goal -
to increase sales.
The ideal candidate is considered, which also has the skills
of planning and systems thinking - the ability to see the whole situation and
forecast of its development. It is necessary to know the structure and
excellent sales skills, be able to negotiate to know the specifics of the
market and the fundamentals of merchandising. He should possess such personal
qualities as sociability, observation, resistance to stress, perfectionism,
ability to work in a busy schedule.
Income Supervisor consists usually of a fixed salary and
interest on sales of his group. Many employers provide to their employees in
the use of cell phone service or incur some of the cost when using a personal
device, also issued compensation for use in your personal car or paid for
travel on public transport.
Usually the agency, advertising and marketing companies or
company-goods dealers also carry out special training for new employees, train
them in the basics of the profession, focusing on the Western experience.
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