BTL - chii ichi? BTL-kushambadza - chii? The chikuru zvakanakira BTL-pakushambadzira

Pfungwa revatema yokutengesa kukurukurirana zviri kuramba dzakakurumbira. Inosanganisira zvetsika nokushambadzira chirongwa - ATL-pakushambadzira uye BTL-kukurukurirana uye paruzhinji ukama. Kana zvose zviri pachena pamwe dzekare kushambadzira, kuti BTL - chii ichi?

akaisa mutsetse

The okuti ATL uye BTL akazviratidza anenge ari pakati pezana remakore rechi20. Vakawanda zvichida vakanzwa nyaya mutungamiriri uyo panguva kusaina yacho kushambadza bhajeti, kusanganisira mari rokuparadzira vakasununguka chigadzirwa ivhu uye wakanyorwa pachavo zvinhu mari dzavo pasi nokuputsanya. Maererano nengano ichi, uye pakava nekupesana mu "pamusoro mutsetse" uye "pasi mutsetse". To ATL mari anosanganisira mari chokuita placement ezvokushambadzira mashoko ari nhau. Ko terevhizheni, redhiyo, panze kushambadza, anodhinda nhau. By BTL rinewo nzira dzakasiyana-siyana okutengesa kukwidziridzwa. Zvinodiwa mirayiridzo iyi vari dzaona kubva zvachose bhajeti nokuda Implementation ose yokutengesa yokukurukurirana. Zvisinei, pane Vanzveri redistribution kuti bhajeti BTL kubva muchikwata residual iri huru.

BTL-indasitiri

BTL - chii ichi? The Chirungu-mutauro shoko rinoshandiswa kurondedzera yokutengesa kutaurirana zvichienderana chinobva paumbwe akainangisa. The shanduro yeshoko «pazasi mutsetse» zvinoreva "pasi mutsetse". Zviri pachena yokutengesa nayo, kusanganisira okutengesa kusimudzirwa, placement kuti Pos-zvinhu, merchandising, yakananga mail, chinokurudzira kushambadza kuti vatengi uye vashandi pamusoro wokutengesera cheni. Zvinonzi vaidavira kuti BTL-okushambadza zvakawanda zvakanangwa uye kubvumira kuendesa nyaya kutenga kana zvimwe promotional mashoko zvakananga chokupedzisira wacho mutengi. Kazhinji kudanwa zvikuru nomumwe, uye BTL achishanda, sezvo mutemo panzvimbo waakazvitengesa kana mapazi ari kutenga chisarudzo.

BTL muRussia

Kubudirira zvetsika okushambadza nhau iri zvishoma nezvishoma shoma, zvinoita kuti nokuwedzera basa BTL-zviito kuvandudza iri bhizimisi uye kuwedzera bhajeti kuita promotional mabasa. ATL- uye BTL-kushambadza vanokwikwidzana kuti yeGmail.END_STRONG kuti bhajeti. Makambani akawanda Russian vanosarudza pamwe nomumbure masangano kusika zvirongwa pamwe chete. Nokuti rine dhipatimendi yose iri Hurumende - zvinodhura uye seisingashandi. Uye vamwe havatombotendi kuziva BTL-chirongwa mukati uye BTL zvose chii - chii ichi? Corporate mitemo zvitungamirire zvinodiwa Agency, kusanganisira avo pamusoro yokusiyana ari mberi promotional mabasa.

Zvikonzero zvinobatsira BTL

Vatengi vari kuva yakawanda uye yakaudza, vanofanira kunzwisisa kwavo muna akapa pfuma, Vawane zvikuru ruzivo, uye dzimwe nguva, uye kuedza akapa chigadzirwa. Izvi zvose inopa tsime vakarongeka BTL-zviitiko. BTL-kushambadza wakadenha zvakananga kubaya vateereri uye nechinangwa pakuguma mutengi kuti kusimudzirwa zvigadzirwa. Zviri pachena, uchabatsirwa payo ichava yepamusoro zvikuru kupfuura kubva zvetsika kushambadzira iri nhau, apo makambani mashoko dzose, pasinei nokuti munhu kubatsirwa chigadzirwa ichi kana kwete.

BTL-danidziro

BTL-kushambadza sangano rinoshandisa zvinotevera zvishandiso kufurira mumwe chaiyo mutengi: okutengesa kusimudzirwa, pachake kukurukurirana, paruzhinji ukama, merchandising, kushandisa Pos-zvinhu, chiitiko kumusika.

Nokuti mugumo User BTL maneja vanogona incentives nzira dzakadai anoravira matanho kuti issuance ari kutenga zvipo, Kuhwina-kuhwina rotari, kuparadzirwa vachiongorora (zvakabudiswa), kugovera Pos-zvinhu. Kuti akurudzire vanowatengesa, retailers uye Distributors ose Directors rinoshanda merchandising. Zviri kuratidzira nhumbi vanoonekwa uye counter uye richiona nezvezvabuda Kuwanikwa nenhumbi pasango rokutengesa. Also vakarongwa Misangano, misangano, makwikwi, sweepstakes.

Nokuti chiitiko-chaizvo mabasa zvinosanganisira kuratidzira, mitambo, Concerts kusimudzira chigadzirwa, asi zvizivikanwe kana zvizivikanwe pakati vatengi. Matanho kuwedzera shamwari kuvimbika uye kuti vazivise pamusoro kambani. chewaini ichi Misangano, misangano, kuratidzira. Panewo pazviitiko anosanganisa zvirongwa kusimbisa yemakambani tsika mukati kambani pakati vashandi. Vagari kunhaka mitambo, nevakawanda nhasi, chikwata-kuvaka. Kushambadzira tsvakurudzo kuti kuitisa kuenzaniswa kuongorora pamusika vechikamu vanofanira kuziva vhoriyamu, musika mugove. Ziva musika kuitika.

Promotions

Kazhinji BTL-zvirongwa zvinosanganisira nditsigire basa, foromani uye chirongwa maneja kana murongi. Uchava nditsigire kubatana kukosha chain. Kubudirira chiitiko kunoenderana sei zvakanaka vanhu vachaita basa ravo zvakananga nevanhu kuguma mutengi, iye rinotungamirirwa akaita chiito. Saka, kusarudza uye kurovedza yevashandi BTL-masangano vanofanira kunyatsoteerera.

basa foromani

The purojekiti vatsigiri vari pasi foromani. It monitors basa ravo muchitoro panguva nezvezvakaitwa. Sezvo maneja munyaya sangano kubasa uye pasi, iyewo anokonzera unhu basa ravo. Maneja Zvakakosha kukwanisa kukurumidza kuwana nzira yavo mumamiriro ezvinhu akaoma uye nokukurumidza kusawirirana yomuka

mabasa mutsinhanisi

Project maneja kana murongi, kubatana mamaneja chitoro muzvitoro, izvo ichaitwa chiitiko promotional. Mhosva chokuendesa promotional icharamba, promotional zvokuvakisa, runodiwa chitsama zvawo uye ayo ivhu. Mukuwedzera, mutungamiriri wechirongwa monitors zvinodiwa zviitiko. Kazhinji, basa maneja iri nechokwadi kuti vakaronga weboka promotional mabasa.

Chiizve BTL

BTL-Marketing, kuwedzera kune chaiwo zvinoriumba, zvinosanganisirawo zvimwe pamuganhu Ezvemutauro. Event Marketing Kazhinji rinoreva PR-mabasa, pane BTL, kunyange panguva zvirongwa zvakadaro zvinoitwa kushambadza kuongorora zvinoitwa zvinogona vatengi kuti nezvehurukuro chinhu. Chechipiri turusi - iyi internet, SMS uye tsambambozha mazita. Chinangwa chavo - kusvika kufadza vateereri. Asi muchiitiko chino mune zvakananga kwaaita zvinogona mutengi.

Kana isu kutaura simba Pos-zvinhu, muchiitiko ichi, kuti kuchabatsira chete kuitika panguva yacho kutenga mutongo chete pasango rokutengesa. Achibatsirwa pasherefu vanotaura, wobblers, mavara mutengo Tags, promotional Racks kuenda kumisa Tarisana vatengi, kukwezva pfungwa dzavo, izvo mberi kunoita kuti okutengesa kukura nokuda zvechivhurumukira kutenga.

budiriro Maitiro

ATL- uye BTL-kushambadza ari kuwana mamwe kuchinja nguva. Apo zvoupfumi nematambudziko BTL uchitambudzika zvishoma pane kumusika kuti chinyakare zvokushambadzira. Nokuda kuti BTL anobvumira panguva yakaderera mutengo kupa kunonyanyisa okutengesa. Panewo katsika kusimbisa individualization basa nemakasitoma. Nyaya haisi zvokuti chigadzirwa pacharo, asi zvinodiwawo vatengi uye nehanya mutengi.

Kazhinji, vatengi BTL-zviito ndivo makambani fodya, FMCG, ruzivo rwokugadzira vapemhi, doro, cellular dzaishandisa, nemakambani anogadzira mishonga. Havafaniri kutsanangura, BTL - chii ichi? With zvakanangwa inopa uye promotional mabasa yemakambani aya vanoziva akazvionera.

Abudirira munhu promotional mushandirapamwe kwete chete kuita zvinokosha basa rayo, akadai nokuwedzera rokutengesa munguva pamushandirapamwe kubudikidza 30%, asi anopa mamwe makomborero. Sezvo panguva yekutsvaga rutsigiro iri navo zvakananga kumugumo mutengi, mutsigiri anogona kuumba mufananidzo akanaka boka mumaziso vatengi, kukurudzira yokuwedzera kutenga, kuwedzera muchiso ruzivo.

Anobudirira Implementation pamusoro zvinoitwa pakurukurwa painstaking Analytical kugadzirira. First unofanira kusarudza zvakanaka, kworudzii muviri kunokosha mari. Vaunganidza zvakafanira mashoko nechigadziko, zvichava nyore kuti kusarudza BTL Ezvemutauro. Mushure kuunganidza mashoko, zvinangwa, uye zvinosimbisa pfungwa huru dzehurukuro yemberi chirongwa. Zvinonzi zvakare vanonzi uye inofungidzirwa akambochera aine purani nokuda kuuya chiitiko. The urongwa anoratidza yekufamba kwenguva pachena basa. Kusarudza nguva chiito achava mumwe nokubudirira zvinokonzera. A nyanzvi mudonzvo achava kushandisa promotional rutsigiro kubudirira pazvinangwa zvinodiwa zvabuda.