Special forces below the line

In the advertising business at the moment there is a division into two categories - ATL (English above-the-line - above the line) and BTL (English below-the-line - below the line). ATL usually includes a set of activities that are not related to direct advertising, such as marketing services, sales promotion, direct mail (direct mail). The main difference between BTL and direct advertising is that these activities are aimed at building a dialogue with a specific buyer, while ATL is more of a monologue.

One of the most common types of BTL activity today is “promotion goods locally." These are promotions in which the promoters interact as closely as possible with the buyer. And, accordingly, the human factor is crucial for the effectiveness of such events. The most important task of a specialist promoter in this case is to create a positive mood in the buyer, regardless of whether a purchase is made, since the idea of ​​​​the promoted product directly depends on this.

Within the framework of events of such “live BTL” it is important to achieve effective interaction of all links in the chain Coordinator - Supervisor - Promoter. The coordinator must accurately and efficiently manage the processes, and the supervisor’s task is to provide promoters with the most favorable working conditions.