{"id":10169,"date":"2021-06-04T23:20:15","date_gmt":"2021-06-04T20:20:15","guid":{"rendered":"https:\/\/www.pentamedia.ro\/?p=10169"},"modified":"2021-06-04T23:20:15","modified_gmt":"2021-06-04T20:20:15","slug":"btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista","status":"publish","type":"post","link":"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/","title":{"rendered":"BTL &#8211; caracteristicile acestui tip de marketing, cum arata o campanie de succes si ce tehnici BTL outdoor exista"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Succesul strategiei de marketing a unei companii presupune o abordare complex\u0103, de tip 360 grade, iar tehnicile folosite trebuie s\u0103 serveasc\u0103 la \u00eendeplinirea diverselor obiective de business. A\u0219a cum vei afla din acest articol, marketingul BTL \u00ee\u021bi vine \u00een ajutor atunci c\u00e2nd vrei s\u0103 promovezi un anumit produs ori serviciu \u0219i dore\u0219ti ca mesajul t\u0103u s\u0103 fie transmis unui\u00a0 public bine definit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen r\u00e2ndurile urm\u0103toare vei descoperi cum se diferen\u021biaz\u0103 tehnicile below-the-line fa\u021b\u0103 de celelalte categorii, ce caracteristici are o campanie de succes \u0219i ce gre\u0219eli s\u0103 evi\u021bi \u00een implementarea unei astfel de ini\u021biative.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_11 counter-hierarchy ez-toc-grey\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Cuprins<\/p>\n<span class=\"ez-toc-title-toggle\"><a class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\"><i class=\"ez-toc-glyphicon ez-toc-icon-toggle\"><\/i><\/a><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#1_BTL_%E2%80%93_ce_inseamna_marketing_belowtheline\" title=\"1. BTL &#8211; ce \u00eenseamn\u0103 marketing below-the-line\">1. BTL &#8211; ce \u00eenseamn\u0103 marketing below-the-line<\/a><ul class=\"ez-toc-list-level-3\"><li class=\"ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#1_1_Care_este_diferenta_intre_BTL,_ATL_si_TTL\" title=\"1.1. Care este diferen\u021ba \u00eentre BTL, ATL \u0219i TTL\">1.1. Care este diferen\u021ba \u00eentre BTL, ATL \u0219i TTL<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#1_2_Ce_obiective_de_business_atingi_prin_promovare_belowtheline\" title=\"1.2. Ce obiective de business atingi prin promovare below-the-line\">1.2. Ce obiective de business atingi prin promovare below-the-line<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#1_3_Tehnici_de_marketing_BTL\" title=\"1.3. Tehnici de marketing BTL\">1.3. Tehnici de marketing BTL<\/a><\/li><\/ul><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#2_BTL_%E2%80%93_campanii_realizate_prin_promovare_outdoor\" title=\"2. BTL &#8211; campanii realizate prin promovare outdoor\">2. BTL &#8211; campanii realizate prin promovare outdoor<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#3_BTL_%E2%80%93_cum_asiguri_succesul_unei_campanii_belowtheline\" title=\"3. BTL &#8211; cum asiguri succesul unei campanii below-the-line\">3. BTL &#8211; cum asiguri succesul unei campanii below-the-line<\/a><ul class=\"ez-toc-list-level-3\"><li class=\"ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#3_1_Caracteristicile_unei_campanii_BTL_reusite\" title=\"3.1. Caracteristicile unei campanii BTL reu\u0219ite\">3.1. Caracteristicile unei campanii BTL reu\u0219ite<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#3_2_Ce_sa_nu_faci_cand_implementezi_o_campanie_BTL\" title=\"3.2. Ce s\u0103 nu faci c\u00e2nd implementezi o campanie BTL\">3.2. Ce s\u0103 nu faci c\u00e2nd implementezi o campanie BTL<\/a><\/li><\/ul><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/#4_Avantajele_marketingului_BTL\" title=\"4. Avantajele marketingului BTL\">4. Avantajele marketingului BTL<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_BTL_%E2%80%93_ce_inseamna_marketing_belowtheline\"><\/span><span style=\"font-weight: 400;\">1. BTL &#8211; ce \u00eenseamn\u0103 marketing <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Provenien\u021ba termenului BTL (din limba englez\u0103, <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\">) dateaz\u0103 \u00eenc\u0103 din anii 1950, atunci c\u00e2nd agen\u021biile de publicitate au \u00eenceput s\u0103 se diferen\u021bieze \u00een func\u021bie de natura serviciilor pe care le ofereau. Termenii rezulta\u021bi \u00een urma acestei clasific\u0103ri &#8211; <\/span><i><span style=\"font-weight: 400;\">above-the-line<\/span><\/i><span style=\"font-weight: 400;\"> \u0219i <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; au fost utiliza\u021bi \u0219i pentru a clasifica tehnicile de marketing dup\u0103 caracteristicile lor. Odat\u0103 cu evolu\u021bia domeniului, a ap\u0103rut un nou termen &#8211; <\/span><i><span style=\"font-weight: 400;\">through-the-line<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; care face referire la o strategie de publicitate mixt\u0103.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_1_Care_este_diferenta_intre_BTL,_ATL_si_TTL\"><\/span><span style=\"font-weight: 400;\">1.1. Care este diferen\u021ba \u00eentre BTL, ATL \u0219i TTL<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Termenii <\/span><i><span style=\"font-weight: 400;\">above-the-line<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\"> \u0219i <\/span><i><span style=\"font-weight: 400;\">through-the-line<\/span><\/i><span style=\"font-weight: 400;\"> \u00eempart modalit\u0103\u021bile de promovare a unui brand \u00een trei categorii distincte, dup\u0103 publicul vizat, obiectivele de business \u0219i tehnicile folosite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promovarea BTL cuprinde demersuri de marketing ce vizeaz\u0103 publicuri \u021bint\u0103 clar segmentate, definite prin factori demografici bine contura\u021bi \u0219i care sunt mult mai restr\u00e2nse dec\u00e2t publicul general. Pentru a atinge scopurile \u00een care au fost create, campaniile se folosesc de mesaje memorabile, personalizate \u0219i care ajung la grupul \u021bint\u0103 \u00een mod direct. Diferen\u021ba dintre ATL \u0219i BTL o reprezint\u0103 faptul c\u0103 strategiile din a doua categorie func\u021bioneaz\u0103 prin canale neconven\u021bionale. \u00cen aceast\u0103 categorie intr\u0103 activ\u0103rile de brand, sponsoriz\u0103rile, comunicarea personalizat\u0103, precum e-mail sau SMS marketing, dar \u0219i reclamele <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/produse\/\"><span style=\"font-weight: 400;\">outdoor<\/span><\/a><span style=\"font-weight: 400;\"> care se adreseaz\u0103 anumitor sec\u021biuni de public.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Publicitatea sau marketingul de tip ATL \u00eenglobeaz\u0103 mesajele care sunt diseminate prin intermediul canalelor considerate tradi\u021bionale, ce se adreseaz\u0103 unei audien\u021be vaste, nefiltrate. Promovarea de tip ATL se realizeaz\u0103 prin presa scris\u0103, radio sau televiziune. De asemenea, unele campanii outdoor pot fi <\/span><i><span style=\"font-weight: 400;\">above-the-line<\/span><\/i><span style=\"font-weight: 400;\">, dac\u0103 sunt create pentru expunere la nivel extins, precum cele na\u021bionale sau interna\u021bionale \u0219i servesc la consolidarea brandului sau la l\u0103rgirea publicului general.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketingul <\/span><i><span style=\"font-weight: 400;\">through-the-line<\/span><\/i><span style=\"font-weight: 400;\"> cuprinde strategii de promovare mixte, care \u00eembin\u0103 tr\u0103s\u0103turile celorlalte dou\u0103 categorii, pentru a se adapta unor nevoi speciale, survenite \u00een urma evolu\u021biei mediului digital. Acest tip de promovare poate adresa at\u00e2t consolidarea brandului, c\u00e2t \u0219i rate de conversie ridicate.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_2_Ce_obiective_de_business_atingi_prin_promovare_belowtheline\"><\/span><span style=\"font-weight: 400;\">1.2. Ce obiective de business atingi prin promovare <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este important s\u0103 \u0219tii ce anume dore\u0219ti s\u0103 ob\u021bii de la o campanie, \u00eenainte s\u0103 o concepi. Astfel, trebuie s\u0103 cuno\u0219ti contextul \u0219i \u0219i s\u0103 decizi obiectivul de business pentru implementarea strategie de marketing. Prin tehnicile BTL po\u021bi reu\u0219i atingerea mai multor \u021beluri:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">po\u021bi dezvolta interesul publicului fa\u021b\u0103 de un produs mai nou sau mai vechi;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">po\u021bi crea con\u0219tientizare \u00een r\u00e2ndul audien\u021bei fa\u021b\u0103 de un produs recent lansat;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">oferi informa\u021bii valoroase clien\u021bilor, care s\u0103 le arate calit\u0103\u021bile unui produs \u0219i beneficiile pe care le prezint\u0103;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">dore\u0219ti s\u0103 stimulezi v\u00e2nz\u0103rile prin cre\u0219terea cererii;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">vei s\u0103 consolidezi imaginea brandului \u00een r\u00e2ndul anumitor tipuri de clien\u021bi, de exemplu, prin programe de loialitate.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"1_3_Tehnici_de_marketing_BTL\"><\/span><span style=\"font-weight: 400;\">1.3. Tehnici de marketing BTL<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Exist\u0103 un set de tehnici de promovare BTL care \u0219i-au dovedit eficien\u021ba \u00een timp \u0219i se bucur\u0103 astfel de popularitate. Iat\u0103 care sunt:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">promo\u021biile &#8211; reducerile \u0219i ofertele speciale;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">marketing direct prin mail electronic;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">activit\u0103\u021bi de PR care au ca scop promovarea unui nou produs sau serviciu;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ac\u021biunile de sponsorizare;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tehnicile de creare a ambalajelor;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">expozi\u021biile \u0219i t\u00e2rgurile de profil;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">bannerele, panourile \u0219i flyerele.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pe l\u00e2ng\u0103 aceste mijloace, echipele de publicitate te pot ajuta oric\u00e2nd s\u0103 g\u0103se\u0219ti \u0219i alte solu\u021bii inovatoare \u0219i personalizate pentru nevoile business-ului t\u0103u.\u00a0\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10171 size-large\" src=\"https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board-1024x683.jpeg\" alt=\"Tehnici de marketing BTL\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board-1024x683.jpeg 1024w, https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board-300x200.jpeg 300w, https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board-768x512.jpeg 768w, https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board-16x12.jpeg 16w, https:\/\/www.pentamedia.ro\/wp-content\/uploads\/2021\/06\/1.3.-sandwich-board.jpeg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_BTL_%E2%80%93_campanii_realizate_prin_promovare_outdoor\"><\/span><span style=\"font-weight: 400;\">2. BTL &#8211; campanii realizate prin promovare outdoor<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketingul BTL de tip outdoor mizeaz\u0103 pe suporturi clasice, precum afi\u0219ele, bannerele \u0219i <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/produse\/backlit\/\"><span style=\"font-weight: 400;\">panourile<\/span><\/a><span style=\"font-weight: 400;\"> Or <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/produse\/prisme\/\"><span style=\"font-weight: 400;\">prismele publicitare<\/span><\/a><span style=\"font-weight: 400;\">, \u00eens\u0103 prezint\u0103 caracteristica de a fi creative \u0219i personalizate pentru contextul unic \u00een care sunt expuse. Astfel de campanii folosesc \u00een sprijinul lor mediul \u00een care se afl\u0103 (peisaj, cl\u0103diri, iluzii optice) pentru a transmite un mesaj unic, nea\u0219teptat \u0219i care propune publicului o abordare nou\u0103, nemai\u00eent\u00e2lnit\u0103.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Astfel, aleg\u00e2nd locul potrivit pentru ceea ce dore\u0219ti s\u0103 transmi\u021bi, po\u021bi crea comunic\u0103ri ce se integreaz\u0103 \u00een mediul respectiv \u0219i folosesc atuurile acestuia pentru a poten\u021ba mesajul transmis. Secretul care aduce succesul unei astfel de campanii este identificarea contextului potrivit ca vehicul pentru ceea ce dore\u0219ti s\u0103 comunici \u0219i a publicului care va fi expus la informa\u021biile respective.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_BTL_%E2%80%93_cum_asiguri_succesul_unei_campanii_belowtheline\"><\/span><span style=\"font-weight: 400;\">3. BTL &#8211; cum asiguri succesul unei campanii <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00cen mod cert, tehnicile de marketing BTL \u00ee\u021bi vor asigura succes dac\u0103 sunt concepute \u0219i implementate \u00een mod inteligent. Nu orice campanie BTL se bucur\u0103, \u00eens\u0103, de acelea\u0219i rezultate. Pentru a cre\u0219te eficacitatea unui astfel de demers, trebuie s\u0103 te asiguri c\u0103 ini\u021biativa ta \u00eendepline\u0219te anumite criterii. De asemenea, trebuie s\u0103 evi\u021bi o serie de erori care se strecoar\u0103 adesea \u00een implementarea unei campanii <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_1_Caracteristicile_unei_campanii_BTL_reusite\"><\/span><span style=\"font-weight: 400;\">3.1. Caracteristicile unei campanii BTL reu\u0219ite<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Iat\u0103 ce tr\u0103s\u0103turi trebuie s\u0103 prezinte demersurile tale pentru ca afacerea ta s\u0103 \u00eendeplineasc\u0103 obiectivele de business:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Coeren\u021b\u0103 \u0219i aliniere la valorile companiei<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Integrarea mesajelor publicitare \u00een strategia de comunicare este o necesitate pentru reu\u0219ita campaniei. Reclamele vor face apel la setul de valori care define\u0219te \u201epersonalitatea\u201d \u0219i specificul organiza\u021biei. \u00cen plus, pentru a ob\u021bine un grad satisf\u0103c\u0103tor de coeren\u021b\u0103, va trebui ca materialele publicitare s\u0103 fie diseminate \u00een mod consecvent c\u0103tre poten\u021bialii t\u0103i clien\u021bi \u0219i s\u0103 p\u0103streze acela\u0219i \u201elimbaj\u201d pe toate planurile, de la cel vizual, p\u00e2n\u0103 la tonul care se reg\u0103se\u0219te \u00een call-to-action.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Targetare<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Spre deosebire de campaniile ATL, \u00een cazul celor de tip <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\">, va trebui s\u0103 depui efortul de a contura segmentele de public c\u0103rora te adresezi \u0219i de a crea mesaje potrivite pentru fiecare dintre acestea. Chiar dac\u0103 aceste grupuri sunt mai restr\u00e2nse, rezultatele reflectate \u00een conversii \u0219i v\u00e2nz\u0103ri sunt mai bune dec\u00e2t \u00een cazul unei target\u0103ri nespecifice. Prin urmare, dac\u0103 alegi o promovare outdoor, asigur\u0103-te c\u0103 ea este expus\u0103 acolo unde se reg\u0103sesc cei care pot fi interesa\u021bi de produsul sau serviciul t\u0103u.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Personalizare<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dup\u0103 ce ai identificat publicul \u021bint\u0103 c\u0103reia te adresezi \u0219i care sunt caracteristicile \u0219i nevoile acestora, va trebui s\u0103 creezi mesaje personalizate \u00een func\u021bie de aceste date. \u021aine cont de faptul c\u0103 un poten\u021bial consumator este bombardat de mesaje \u0219i informa\u021bii din toate direc\u021biile, a\u0219a c\u0103 va trebui s\u0103 te diferen\u021biezi cumva de mesajele generaliste \u0219i inutile pe care le transmit ceilal\u021bi. Dac\u0103 vei reu\u0219i s\u0103 demonstrezi publicului t\u0103u c\u0103 \u00eel cuno\u0219ti \u0219i r\u0103spunzi la necesit\u0103\u021bile sale, feedback-ul va fi unul pozitiv.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Creativitate<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Profit\u0103 de avantajul oferit de marketingul BTL \u0219i las\u0103 creativitatea s\u0103 defineasc\u0103 urm\u0103toarea ta campanie. Caut\u0103 acele idei inedite care vor face publicul s\u0103 fie surprins \u0219i s\u0103 re\u021bin\u0103 brandul t\u0103u datorit\u0103 elementului de noutate adus \u00een discu\u021bie. Fie c\u0103 este vorba despre form\u0103, fie despre fond, nu uita c\u0103 mereu vei avea competitori \u00een c\u0103utarea acelui factor de originalitate care s\u0103 \u00eei propulseze \u00een lupta pentru c\u00e2\u0219tigarea clien\u021bilor. De asemenea, alte dou\u0103 criterii pe care campaniile trebuie s\u0103 le bifeze sunt simplitatea \u0219i inteligibilitatea mesajului.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Aderen\u021ba la strategia general\u0103 de marketing<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Creativitatea va trebui dublat\u0103 de o aten\u021bie acordat\u0103 planului general de marketing. Oric\u00e2t de original\u0103 ar fi abordarea pe care o dore\u0219ti, ea va trebui s\u0103 r\u0103m\u00e2n\u0103 \u00een ton cu strategia pe termen lung, cu identitatea brandului t\u0103u, dar \u0219i cu oportunitatea de a utiliza mijloace de promovare BTL. Cu alte cuvinte, trebuie s\u0103 \u0219tii c\u00e2nd s\u0103 apelezi la aceste tehnici \u0219i c\u00e2nd s\u0103 la\u0219i loc altor metode publicitare.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Stimulant\u0103<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pe l\u00e2ng\u0103 dimensiunea creativ\u0103 \u0219i cea de aderarea la identitatea brandului, o campanie BTL trebuie s\u0103 r\u0103spund\u0103 unei nevoi esen\u021biale \u0219i reale \u00een business: cre\u0219terea v\u00e2nz\u0103rilor. A\u0219adar, te po\u021bi folosi f\u0103r\u0103 nicio ezitare de acele tehnici care dau mereu roade: oferte speciale, reduceri sau chiar gratuit\u0103\u021bi. Tr\u0103s\u0103tura promo\u021bional\u0103 unei campanii BTL st\u0103 la baza eficien\u021bei sale sporite.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Standarde \u00eenalte de executare<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Orice <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/tipuri-de-business\/\"><span style=\"font-weight: 400;\">tip de business<\/span><\/a><span style=\"font-weight: 400;\"> de\u021bii \u0219i indiferent de forma pe care o cap\u0103t\u0103 ini\u021biativa ta de marketing, asigur\u0103-te c\u0103 ea este executat\u0103 la un nivel \u00eenalt de calitate. Fie c\u0103 oferi obiecte promo\u021bionale, fie c\u0103 expui <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/de-ce-outdoor\/\"><span style=\"font-weight: 400;\">reclame outdoor<\/span><\/a><span style=\"font-weight: 400;\">, trebuie s\u0103 ai \u00een vedere calitatea <\/span><a href=\"https:\/\/www.pentamedia.ro\/en\/imprimari-de-mari-dimensiuni\/\"><span style=\"font-weight: 400;\">printurilor<\/span><\/a><span style=\"font-weight: 400;\"> sau a produselor personalizate, deoarece ele transmit un mesaj subtil despre brandul t\u0103u.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_2_Ce_sa_nu_faci_cand_implementezi_o_campanie_BTL\"><\/span><span style=\"font-weight: 400;\">3.2. Ce s\u0103 nu faci c\u00e2nd implementezi o campanie BTL<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Dat\u0103 fiind natura tehnicilor de marketing <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\">, exist\u0103 mari \u0219anse ca \u00een implementarea acestora s\u0103 se strecoare gre\u0219eli care pot submina succesul eforturilor tale. A\u0219adar, dup\u0103 ce te asiguri c\u0103 bifezi toate calit\u0103\u021bile unei campanii reu\u0219ite, verific\u0103 dac\u0103 nu comi\u021bi urm\u0103toarele erori:<\/span><\/p>\n<p><b>Trasarea unui obiectiv vag<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Impactul sc\u0103zut al campaniilor de publicitate este cauzat, cel mai adesea, de setarea neclar\u0103 a rezultatelor a\u0219teptate \u0219i a \u021belului principal. De aceea, este bine s\u0103 te asiguri c\u0103 at\u00e2t tu, c\u00e2t \u0219i echipa \u0219i colaboratorii t\u0103i \u00een\u021beleg ce obiectiv este vizat de campania respectiv\u0103 \u0219i cum se poate m\u0103sura eficien\u021ba ini\u021biativei la final.<\/span><\/p>\n<p><b>Investi\u021bii reduse<\/b><\/p>\n<p><span style=\"font-weight: 400;\">At\u00e2t conceptul creativ, c\u00e2t \u0219i executarea acestuia trebuie s\u0103 fie finan\u021bate \u00een mod corespunz\u0103tor pentru a se ridica la a\u0219tept\u0103rile publicului. \u00cen mod contrar, rezultatele vor fi slabe sau se poate \u00eent\u00e2mpla chiar ca brandul t\u0103u s\u0103 capete o reputa\u021bie negativ\u0103 \u00een r\u00e2ndul consumatorilor.<\/span><\/p>\n<p><b>Nu alegi furnizorii potrivi\u021bi<\/b><\/p>\n<p><span style=\"font-weight: 400;\">De la agen\u021bia de crea\u021bie p\u00e2n\u0103 la furnizorii de materiale fizice, fiecare partener al afacerii tale trebuie s\u0103 ofere serviciile adecvate nevoilor brandului t\u0103u \u0219i s\u0103 adapteze solu\u021biile pentru tine \u0219i publicul t\u0103u. De asemenea, asigur\u0103-te c\u0103 po\u021bi dezvolta o comunicare de calitate cu aceste firme, care s\u0103 asigure o cooperare eficient\u0103 \u0219i lipsit\u0103 de obstacole.<\/span><\/p>\n<p><b>Te la\u0219i influen\u021bat de propriile opinii<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Conceperea unei campanii BTL trebuie s\u0103 r\u0103spund\u0103 viziunii pe care o ai despre afacerea ta, \u00eens\u0103 nu trebuie s\u0103 la\u0219i propriile preferin\u021be s\u0103 afecteze modul \u00een care aceasta este implementat\u0103. Odat\u0103 ce au fost identificate publicul, nevoile \u0219i a\u0219tept\u0103rile sale, asigur\u0103-te c\u0103 mesajul este personalizat pentru a crea impact \u00een r\u00e2ndul acestora.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Avantajele_marketingului_BTL\"><\/span><span style=\"font-weight: 400;\">4. Avantajele marketingului BTL<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00cen mod cert, campaniile BTL r\u0103m\u00e2n un instrument de baz\u0103 \u00een promovarea produselor, serviciilor \u0219i brandurilor. Dat fiind faptul c\u0103 este foarte versatil, beneficiile pe care le prezint\u0103 acest tip de marketing r\u0103m\u00e2n valabile, \u00een ciuda evolu\u021biei tehnologiilor \u0219i a nevoilor publicului. Iat\u0103 cele mai importante avantaje:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Contactul direct \u00eentre organiza\u021bie \u0219i consumatori<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">O campanie <\/span><i><span style=\"font-weight: 400;\">below-the-line<\/span><\/i><span style=\"font-weight: 400;\"> asigur\u0103 at\u00e2t familiarizarea publicului cu brandul, dar \u0219i oportunitatea pentru companie de a ob\u021bine mai multe informa\u021bii valoroase despre cei interesa\u021bi de ceea ce are aceasta de oferit.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Conturarea prezen\u021bei brandului \u00een fa\u021ba clien\u021bilor<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Datorit\u0103 mesajelor \u0219i canalelor de diseminare speciale, compania va r\u0103m\u00e2ne \u00eentip\u0103rit\u0103 \u00een memoria consumatorului, sporind, astfel, \u0219ansele ca el s\u0103 revin\u0103 la produsele sau serviciile tale. Astfel, compania ta nu mai reprezint\u0103 doar o afacere anonim\u0103, ci ob\u021bine o reputa\u021bie solid\u0103, bine diferen\u021biat\u0103 de cea a competitorilor.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Control foarte bun asupra evolu\u021biei \u0219i rezultatelor<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Datorit\u0103 faptului c\u0103 marketingul BTL este bine targetat \u0219i se realizeaz\u0103 prin canale ni\u0219ate, campaniile sunt u\u0219or de monitorizat \u0219i de evaluat. Vei \u0219ti foarte clar care este rata conversiilor \u0219i c\u00e2nd anume este cazul s\u0103 schimbi anumite detalii pentru a ob\u021bine rezultate mai bune.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Targetare precis\u0103<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Spre deosebire de mijloacele de comunicare tradi\u021bionale, cele specifice BTL \u00ee\u021bi permit s\u0103 ajungi exact la acele persoane care sunt interesate de ceea ce le ofer\u0103 compania ta. Prin urmare, ratele de conversie sunt mai bune, iar nivelul atins de ROI (<\/span><i><span style=\"font-weight: 400;\">return of investment<\/span><\/i><span style=\"font-weight: 400;\">) este unul satisf\u0103c\u0103tor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prin urmare, ai toate motivele s\u0103 optezi pentru o abordare BTL atunci c\u00e2nd dore\u0219ti s\u0103-\u021bi promovezi produsele sau serviciile. Asigur\u0103-te c\u0103 implementezi o campanie ce \u021bine cont de criteriile prezentate \u00een acest articol \u0219i evit\u0103 gre\u0219elile care pot afecta performan\u021ba acesteia.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Surse foto: Shutterstock.com\u00a0\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Succesul strategiei de marketing a unei companii presupune o abordare complex\u0103, de tip 360 grade, iar tehnicile folosite trebuie s\u0103 serveasc\u0103 la \u00eendeplinirea diverselor obiective de business. A\u0219a cum vei afla din acest articol, marketingul BTL \u00ee\u021bi vine \u00een ajutor atunci c\u00e2nd vrei s\u0103 promovezi un anumit produs ori serviciu \u0219i dore\u0219ti ca mesajul t\u0103u &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/www.pentamedia.ro\/en\/blog\/btl-caracteristicile-acestui-tip-de-marketing-cum-arata-o-campanie-de-succes-si-ce-tehnici-btl-outdoor-exista\/\"> <span class=\"screen-reader-text\">BTL &#8211; caracteristicile acestui tip de marketing, cum arata o campanie de succes si ce tehnici BTL outdoor exista<\/span> Read More &raquo;<\/a><\/p>","protected":false},"author":2,"featured_media":10170,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>BTL - caracteristicile acestui tip de marketing, cum arata o campanie de succes si ce tehnici BTL outdoor exista | pentamedia.ro<\/title>\n<meta name=\"description\" content=\"Descoper\u0103 mai multe despre \u279c BTL - 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