BTL - menene wannan? BTL-tallace - abin da yake da shi? Babban abũbuwan amfãni daga BTL-tallace

A ra'ayi na hadedde marketing sadarwa an ƙara zama rare. Yana hada duka biyu gargajiya talla yakin - ATL-tallace da kuma BTL-sadarwar da dangantaka da jama'a. Idan duk abin da sarari tare da na gargajiya talla, da BTL - menene wannan?

sa da layi

The sharuddan ATL da BTL bayyana kamar a tsakiyar karni na 20th. Mutane da yawa sun yiwuwa ji labarin wani shugaba wanda hannu a kan yarjejeniyar talla kasafin kudin, ciki har da kudin na rarraba free samfurin samfurori da kuma rubuce nasu na asali kudi karkashin dash. A cewar wannan labari, da akwai wani rabo a cikin "sama da line" da "kasa da layin". Don ATL halin kaka hada kudi alaka da jeri na talla bayanai a kafofin watsa labarai. Shin talabijin, rediyo, waje talla, jarida. By BTL ma ya hada da hanyoyi daban-daban na tallace-tallace gabatarwa. Kudi a cikin wannan shugabanci aka lasafta daga jimlar kasafin kudin ga aiwatar da marketing sadarwa. Duk da haka, akwai wani hali na redistribution na kasafin kudin BTL daga saura category a cikin babban.

BTL-masana'antu

BTL - menene wannan? A harshen Turanci lokaci amfani da su bayyana marketing sadarwa dangane da manufa na samuwar da manufa masu sauraro. A zahiri fassarar «kasa da layin» na nufin "kasa da layin". Yana da wani dabara sayar da kayan aiki, ciki har da tallace-tallace gabatarwa, jeri na POS-kayan, merchandising, kai tsaye mail, tutu kiran kasuwa domin abokan ciniki da kuma ma'aikata na ciniki sarkar. An yi imani da cewa BTL-tallace fiye da niyya da kuma barin zuwa kai wani roko ya saya ko wani promotional saƙo kai tsaye zuwa karshe daga cikin mutum mabukaci. Yawancin lokaci da kira ne musamman mutum, kuma BTL aiki, kamar yadda mai mulkin, a cikin wurin sayarwa ko da zone na saya yanke shawara.

BTL a Rasha

A tasiri na gargajiya talla kafofin watsa labarai ne hankali rage, wadda take kaiwa zuwa wani karuwa a cikin ayyuka na BTL-ayyuka don inganta ingancin da masana'antu da kuma kara da kasafin kudin don gudanar da promotional ayyukan. ATL- da BTL-tallace gasa ga abokin ciniki ta kasafin kudin. Mutane da yawa Rasha kamfanonin fi son yin hadin gwiwa tare da cibiyar sadarwa hukumomin don ƙirƙirar ayyukan tare. Saboda shi ya ƙunshi dukan sashi a jihar - shi ne tsada da kuma impractical. Kuma wasu ba su ma san abin da a BTL-aikin a ciki da kuma duk BTL - menene wannan? Corporate matsayin shibtar da bukatun na Agency, ciki har da wadanda game da bambancinsa na gudana promotional ayyukan.

A dalilai domin shahararsa ta BTL

Masu amfani da dama suna samun mafi wuya da kuma sanar da, da suke bukatar su fahimci nasu a miƙa dukiya, samun su more amfani bayanai, da kuma a wasu lokuta, da kuma kokarin da miƙa samfurin. Duk wannan yayi wani da shirya BTL-events. BTL-tallace generated kai tsaye zuwa ga manufa masu sauraro da aka nufin a karshen mabukaci na ciyar kayayyakin. Babu shakka, za ka amfana daga shi zai zama mafi girma fiye da daga gargajiya talla a kafofin watsa labarai, inda talla sako ne duk, ko da wani mutum a bukatar wannan samfurin ko ba.

BTL-yaƙin neman zaɓe

BTL-talla hukumar amfani da wadannan kayan aikin zuwa tasiri kowane musamman mai saye: tallace-tallace gabatarwa, na sirri sadarwa, dangantaka da jama'a, merchandising, da yin amfani da POS-kayan, taron marketing.

Domin karshen mai amfani BTL manajan iya bayar da ihisani irin hanyoyin kamar yadda dandanawa mataki na bayar da sayan kyauta, win-win irin caca, rarraba bincike (daukan samfur), rarraba POS-kayan. Don ta da masu sayarwa, kiri da kuma rabawa of Directors ya shafi merchandising. Yana da wani nuni na dukiya a kan nuni da counters da kuma saka idanu na kasancewa na dukiya a filin da tallace-tallace. Har ila yau ya shirya tarurrukan karawa juna ilimi, gasa, sweepstakes.

Domin aukuwa-takamaiman ayyuka sun hada da nune-nunen, bukukuwa, kide da ya inganta da samfurin, da alama ko da iri a tsakanin masu amfani. Matakan kara abokin biyayya da kuma sanar da game da kamfanin. Wannan manema tarurrukan karawa juna ilimi, nune-nunen. Akwai kuma na musamman events sun hada da shirye-shirye, don ƙarfafa kamfanoni al'ada a cikin kamfanin tsakanin ma'aikata. The hadin gwiwa gudanar da bukukuwa, mashahuri a yau, tawagar-ginin. Marketing bincike ne da za su gudanar da wani kamanta bincike na kasuwa mahalarta, da bukatar sanin da ƙarfi, kasuwar rabo. Gano kasuwar trends.

Kiran

BTL-ayyukan kullum hada da kiran kasuwa aiki, duba da kuma aikin sarrafa ko gudanarwa. Za a yi da kiran kasuwa daga cikin mafi muhimmanci mahada a cikin wannan sarkar. Nasarar da taron dogara kan yadda da mutane za su yi aikinsu a kai tsaye lamba tare da karshen mabukaci, wanda directed da za'ayi mataki. Saboda haka, zabin da kuma horar da ma'aikata BTL-hukumomin kamata biya fiye da hankali.

alhakin duba

The aikin promoters ne batun mai duba. Yana zaune a yanki su aiki a wani shagon a lokacin da mataki. Kamar yadda wani mai duba da hannu a cikin kungiyar na wurin aiki da kuma na baya, ya ma alhakin da ingancin aikinsu. Mai duba ne da muhimmanci a iya zuwa da sauri nemi hanya a wuya halin da ake ciki da kuma sauri warware rikice-rikice tasowa

nauyi gudanarwa

Project manajan ko gudanarwa, a lamba tare da manajoji na Retail Stores, wanda za a gudanar a promotional taron. Alhakin da isar da promotional tsaye, promotional kayan, da ake bukata adadin da talla samfurin da samfurori. Bugu da kari, da gudanarwa na sa ido cika rahoton events. A general, da aikin sarrafa shi ne don tabbatar da cewa ya shirya hanya na da promotional ayyukan.

Me kuma yake BTL

BTL-marketing, ban da classic aka gyara, kuma ya hada da wasu iyakar kayan aikin. Event marketing yawanci tana nufin PR-ayyuka, fiye da wa BTL, ko da yake a lokacin irin ayyukan suna da za'ayi kiran kasuwa domin tantance dauki na yuwuwar saye da talla abu. Na biyu kayan aiki - wannan ne internet, sms da lissafin imel. Su burin - ya kai matsakaicin masu sauraro. Amma a wannan yanayin akwai wani kai tsaye lamba tare da wani m abokin ciniki.

Idan muka magana game da rinjayar POS-kayan, a cikin wannan yanayin, da tasiri za kawai faruwa a wannan lokacin na saya yanke shawara kawai a filin na tallace-tallace. Da taimakon shiryayye talkers, wobblers, m price tags, promotional sigogi za su tsayar da na gani lamba tare da abokan ciniki, jawo su da hankali, wanda kara taimaka wa tallace-tallace girma saboda turu sayayya.

ci gaba trends

ATL- da BTL-tallace da aka jurewa da wasu canje-canje da lokaci. Lokacin da tattalin arziki crises BTL shan wahala kasa da kasuwa domin gargajiya talla. Saboda gaskiya cewa BTL damar a magangara mafi ƙasƙanci kudin don samar da matsakaicin tallace-tallace. Akwai kuma wani hali, don ƙarfafa individualization na aikin tare da abokan ciniki. Da girmamawa da yake ba sosai da samfurin kanta, amma maimakon a kan bukatun abokan ciniki da kuma nuna damuwa ga mabukaci.

Kamar yadda mai mulkin, abokan ciniki BTL-ayyuka ne taba kamfanoni, FMCG, fasahar dillalai, giya, salon salula aiki, Pharmaceutical kamfanoni. Ba su bukatar bayyana, BTL - menene wannan? Tare da niyya tayi da kuma promotional ayyukan wadannan kamfanonin sun saba ganin an.

Nasarar da za'ayi a promotional yaƙin neman zaɓe ba kawai cika ta asali aiki, kamar wani karuwa a tallace-tallace a lokacin da yaƙin neman zaɓe da kashi 30%, amma kuma samar da sauran amfanin. Kamar yadda a lokacin yaƙin neman zaɓe da aka tuntube kai tsaye tare da karshen abokin ciniki, da kiran kasuwa za su iya haifar da wani m image na kamfanin a gaban masu amfani da, ta da ƙarin saya ba, to kara alama wayar da kan jama'a.

A nasara aiwatar da aikin da aka riga da painstaking hikimar tantance shiri. Da farko kana bukatar ka zabi da dama, abin da irin motsa jiki ne da daraja bayar wa. Bayan tara da zama dole bayanai tushe, zai kasance da sauki don yanke shawara a kan BTL kayan aikin. Bayan karbar bayanai, kafa a raga, da kuma haskaka key maki na nan gaba aikin. An kara zargin da kimomi kõma har wani cikakken shirin ga mai zuwa taron. A shirin nuna wani sarari jerin lokaci na aikin. Zabi da hakkin lokaci na mataki zai zama daya daga cikin nasara dalilai. A sana'a ma'aikata za su yi wani gangamin promotional nasarar da cimma da ake so sakamakon.