BTL - yintoni na le nto? BTL-ntengiso - ntoni na? Eyona engundoqo eziluncedo ze BTL-ntengiso

Ingcamango yokuba lonxibelelwano ezihlangeneyo marketing ngokubaluleka kuthandwa. Oku kuquka zombini iphulo yemveli izibhengezo - ATL-izibhengezo kunye BTL-unxibelelwano kunye nobudlelwane noluntu. Ukuba yonke into icacile kunye intengiso yamandulo, BTL - yintoni na le nto?

ubeke umgca

Amagama ATL kunye BTL wabonakala malunga phakathi kwenkulungwane yama-20. Abaninzi baye ukhe weva ibali uMlawuli, Onguyena kwi ukusayinwa mali yokupapashwa, kuquka iindleko ngokusasaza iisampulu imveliso simahla yaye babhala iindleko zabo ezisisiseko ngaphantsi dash. Ngokwale legend, yaye kwakukho qheke kwi "ngaphaya komgca" kunye "ngezantsi komgca". Ukuze ATL ndleko zibandakanya iindleko ezinxulumene yokubekwa lolwazi izibhengezo kumajelo eendaba. Mabonakude, unomathotholo, intengiso yangaphandle, kumajelo eendaba. Ngu BTL nayo iquka iindlela ezahlukeneyo promotion ukuthengisa. Iindleko kweli cala zibalwa ukusuka kwibhajethi iyonke ukuze kuphunyezwe unxibelelwano lokumaketha. Noko ke, kukho isiqhelo sokuba nokunikezelwa mali BTL ukusuka kudidi intsalela kwi engundoqo.

BTL-mveliso

BTL - yintoni na le nto? Igama elithi IsiNgesi-ulwimi kusetyenziswa ukuchaza unxibelelwano lokumaketha ngokuxhomekeke kumgaqo ekumisweni abaphulaphuli ekujoliswe kulo. Le nguqulelo yokoqobo «ngezantsi umgca» lithetha "ngezantsi komgca". It sisixhobo intengiso ezichuliweyo, kuquka nokukhuthaza ukuthengisa, ukubeka POS-izinto, ethengiswayo, imeyile ngqo, unyuselo inkuthazo abathengi kunye nabaqeshwa kwikhonkco lorhwebo. Ekukholelwa ukuba BTL-nentengiso ezijoliswe ngakumbi kwaye sivumela ukuba idlulisele isibheno ukuba athenge okanye nawuphi na umyalezo zokwazisa ngqo yokugqibela nkonzo ngamnye. Ngokuqhelekileyo ucingo ngamnye kakhulu, kwaye BTL ukusebenza, njengoko umthetho, endaweni yokuthengisa okanye ummandla ngesigqibo yentengo.

BTL e Russia

Nokulunga zemidiya intengiso ebegqwese lifinyele, nto leyo ekhokelela ekunyukeni umsebenzi BTL-amanyathelo ukuphucula umgangatho shishino nokunyusa mali ukuphumeza imisebenzi zokukhuthaza. ATL- and BTL-ntengiso kukhuphisana kwibhajethi zabathengi. Iinkampani ezininzi Russian bakhetha ukuba basebenzisane kunye nee-arhente womnatha ukudala iiprojekthi kunye. Kungenxa yokuba iqulethe yonke zesebe likarhulumente - iyabiza kwaye usebenze. Kwaye abanye bade akukwazi okuya kuzalwa BTL-project ngaphakathi onke BTL - yintoni na le nto? imigangatho Corporate zilawule iimfuno ze-Arhente, kuquka nabo ngokuphathelele ezahlukileyo kwimisebenzi ezithengisayo eqhubekayo.

Izizathu ukuthandwa BTL

Abasebenzisi luya unzima kakhulu kwaye baziswe, kufuneka baqonde ezabo kwi impahla ezifundiswayo, ukufumana inkcazelo luncedo ngakumbi, kwaye kwezinye iimeko, kwaye uzame imveliso ezifundiswayo. Konke oku kunika ehlelwe kakuhle BTL-iziganeko. BTL-ntengiso eyenziweyo ngqo abaphulaphuli ekujoliswe kulo yaye lujoliswe ekupheleni yabathengi kweemveliso kukhuthazwa. Ngokucacileyo, enye inzuzo yabo iya kuba ngaphezulu kakhulu kunokuba kwezentengiso zemveli kumajelo eendaba, apho zonke umyalezo zentengiso, kungakhathaliseki ukuba umntu odinga le mveliso okanye hayi.

BTL-umkhankaso

arhente BTL-intengiso usebenzisa izixhobo zilandelayo ukuphembelela umthengi ethile nganye: promotion ukuthengisa, unxibelelwano lobuqu, unxibelelwano noluntu, ethengiswayo, ukusetyenziswa POS-izinto, ukuthengisa siganeko.

Kuba umsebenzisi isiphelo umphathi BTL lungazia iindlela ezifana nokudla inyathelo kunikezelo yentengo izipho inkuthazo, zokuphumelela leloto, ukusasazwa probe (isampulu), ukusasazwa POS-izinto. Ukukhuthaza abathengisi, abathengisi kunye abasasazi Yabalawuli kuyasebenza ethengiswayo. It is a umboniso kwempahla obala zokubala kunye esweni ukufumaneka kwempahla entsimini yentengiso. Ahlelwe iinkomfa, iisemina, imilo, Sweepstakes.

Ngokuba imisebenzi isiganeko-ngqo ziquka imiboniso, iminyhadala, iikonsathi ukunyusa imveliso, uphawu okanye uphawu phakathi kwabathengi. Amanyathelo ukwandisa iqabane wokunyaniseka ukwazisa malunga nkampani. Le cinezela iinkomfa, iisemina, imiboniso. Kukho kwakhona iziganeko ezizodwa ziquka iinkqubo ukomeleza ngesithethe salapha kwinkampani phakathi kwabasebenzi. Ukubanjwa ehlanganyelwayo mithendeleko, ethandwayo namhlanje, iqela-sakhiwo. Ukuthengisa uphando ukuba ziqhube uphando lokujongisisa lokuthelekisa nxaxheba zemarike, imfuneko yokwazi ubuninzi, share emarikeni. Ukuchonga iintsingiselo zolu rhwebo.

promotion

BTL-iiprojekthi ziquka ngokubanzi nomthombo umsebenzi, umphathi kunye nomphathi weprojekthi okanye umququzeleli. Kuya kuba ndikhuthaze ikhonkco lubalulekileyo lo mxokelelwane. Impumelelo yesi siganeko ixhomekeke kwindlela esiphendula kakuhle abantu benze umsebenzi wabo ukudibana ngqo ngencam yabathengi, ngubani wayalela nako kuthwalelwa phandle umntu inyathelo. Ngoko ke, ukukhethwa kunye nokuqeqeshwa kwabasebenzi BTL-arhente kufuneka sinikele ingqalelo engakumbi.

umphathi uxanduva

Abakhuthazi projekthi kuxhomekeke kumphathi. Olu hlobo lokuhlola umsebenzi wabo kwivenkile ngexesha isenzo. Ngenxa umphathi inxaxheba lombutho emsebenzini aliliso kubo, nguye ikwanoxanduva umgangatho womsebenzi wabo. LoMphathi kubalulekile ukuba bakwazi ngokukhawuleza ngokukhawuleza ukufumana indlela yabo nemeko enzima kunye nokusombulula iingxabano

uxanduva umqondisi

umphathi Project okanye umququzeleli, wadibana kunye nabaphathi engoovimba ngemiyinge emincinci, oluya kubanjelwa isiganeko zokwazisa. Inoxanduva lokuphendla ukunikezelwa nqwelo ezithengisayo, izibonelelo ezixhasa ukufunda, anenani elifunekayo imveliso nokupapasha zonke iisampuli yayo. Ukongeza, umnxibelelanisi esweni yokuzaliswa ingxelo iziganeko. Ngokubanzi, umphathi msebenzi kukuqinisekisa ukuba indlela ecwangcisiweyo imisebenzi ezithengisayo.

Yiyiphi enye into BTL

BTL-urhwebo, ukongeza kumacandelwana zakudala, ikwaquka ezinye izixhobo asemdeni. Iindawo zentengiso lidla ngokubhekisela PR-imisebenzi, kunokuba BTL, nangona ngexesha iiprojekthi ezo ziqhutywa promotions ukuvavanya indlela abathengi ezingayingozi into ezipapashiweyo. Isixhobo sesibini - oku izintlu-intanethi, sms kunye email. Injongo yabo - ukufikelela abaphulaphuli ubuninzi. Kodwa ke kule meko kukho ukudibana ngqo engaba umthengi.

Ukuba sithethe ngayo kwimpembelelo POS-izixhobo, kulo mzekelo, impembelelo kuya kwenzeka kuphela xa le mzuzu ngesigqibo ekuthengwe kuphela ebaleni kwentengiso. Ngoncedo yabanolwimi nasentlebendwaneni yabantu kwithala, wobblers, tags ixabiso eqaqambileyo, nezinye izinto zokukhuthaza uza ukuseka uqhagamshelwano ezibonwayo kunye nabathengi, etsala ingqalelo labo, nto leyo inegalelo ekukhuleni kokuthengiswa ngenxa ukuthenga uyibona.

uphuhliso

ATL- and BTL-intengiso liphantsi ezinye iinguqulelo kunye nexesha. Xa iingxaki zoqoqosho BTL unesifo ngaphantsi kwe emarikeni kwiintengiso yemveli. Ngenxa yokuba BTL ivumela ngeendleko liphantsi ukunika ukuthengisa ubuninzi. Kukho kwakhona umkhwa ukomeleza individualization yomsebenzi nabathengi. Kugxininiswa ayikho kangako imveliso ngokwayo, kodwa kunoko kwiimfuno zabathengi kunye ebonisa inkathalo kubathengi.

Njengomgaqo, abathengi BTL-zenzo iinkampani zecuba, FMCG, abathengisi ubugcisa, iziselo ezinxilisayo, abasebenzisi zeselula, iinkampani zoxubo-mayeza. Akufuneki ukuba uchaze, BTL - yintoni na le nto? Xa unikeza ekujoliswe kunye nemisebenzi zokwazisa ezi mveliso zibe wazibonela eziqhelekileyo.

yenziwa ngempumelelo iphulo zokwazisa kuphela ukwenza umsebenzi wayo ezingundoqo, ezifana ukwanda ethengisela ixesha eli phulo nge-30%, kodwa kwakhona ukunika nezinye iingenelo. Njengoko ngexesha phulo nabo ngqo ekupheleni abathengi, lo unako ukudala umfanekiso omhle lenkampani emehlweni labathengi, ukukhuthaza ukuthenga ezongezelelweyo, ukwandisa ulwazi brand.

Ukuphunyezwa ngempumelelo intshukumo landulelwa ukulungiselela yohlalutyo onzima. Okokuqala kufuneka ukhethe ilungelo, hlobo luni umthambo ukuchitha imali. Emva yokuqokelela iinkcukacha ezigcinwayo kuyimfuneko, kuya kuba lula ukuba isigqibo izixhobo BTL. Emva ukuqokelela ulwazi, bazibekele iinjongo, kwaye ziqaqambisa iingongoma ezingundoqo zale projekthi elizayo. Kuthiwa ngakumbi noqikelelo ingqalelo isicwangciso oluneenkcukacha siganeko ezizayo. Isicwangciso ibonisa uluhlu lweziganeko ecacileyo projekthi. Khetha ixesha lasekunene intshukumo iya kuba ngomnye kwimiba engunobangela wempumelelo. A abasebenzi abaqeqeshiweyo kuya kuqalisa iphulo zokwazisa ngempumelelo kwaye kuphunyezwe iziphumo ezinqwenelekayo.