Tag Archives: BTL


Big brands like Coca Cola or McDonald’s are very well positioned, they also had a long way to go.

People specialized in the world of advertising, know well the primordial colors to achieve success in a campaign. Just as big brands like Coca Cola or McDonald’s are very well positioned, they also had a long way to go.

The color that is between the two mentioned brands is red, which is in first place in the list.

RED: According to several psychology and marketing specialists, the color red shows power. It also gets the attention of people. This is why it is most used in marketing campaigns.

BLUE: Blue is always a good option when a company wants to be trustworthy and fresh. It also provides better results.

YELLOW: This color provides power and illumination. In addition, it also attracts the audience. Represents confidence and increases levels of optimism because it causes the release of serotonin, the hormone of happiness

ROSA: It is the ideal color for a feminine and young company.

GOLD: It is the perfect color for campaigns focused on power and luxury. At BTL it represents prestige, wealth and is associated with high quality products.

GREEN: Represents harmony, restoration, peace and balance. It also means a balance when it comes to campaigns.

ORANGE: It is powerful and attractive. Representing the most commercialized products in a fun and fresh way.

COFFEE: BTL campaigns demonstrate stability and reliability, also suggest sobriety and friendship. It is used to break the barrier between the business and the customers.

PURPLE: It is a dominant color, connotes sophistication and abundance, also represents royalty.

BLACK: This powerful color can represent the modern or traditional, the exciting or relaxed, is used to contrast colors. It also adds drama and suspense.

Source: Mercado Negro



As we have pointed out on a number of occasions, customers have modified their consumption habits in such a way that large and small retailers have had to change their way of operating and selling in order to have optimal reach with their consumers and retain them.

This work of change and adaptation by the retailer has been at a different pace, depending on the brand and resources available, but there is no doubt that the changes will continue to be presented, motivated to a large extent by the technological innovations that Over time have also modified the habits of life and consumption of people.

Given this scenario, retailers must raise their commitment to manufacturers to boost their sales and at the same time meet specific needs of customers.

According to the Real Institute of Spain, 77 percent of the people who go to a point of sale usually go there, which is an opportunity for retailers to maintain, and even raise that percentage and retain loyalty To the shopper.

In order to seduce the client and maintain their loyalty, these three ways to do so will guide you.

See fingering as an ally, not as an enemy

The influence of the Internet, the digital platform and the increase in online shopping are undeniable and indissoluble of a consumer who communicates, is informed and consumed through mobile devices, and always seeks to be connected.

Conceiving the digitization as an ally for your retailer will bring you multiple benefits not only to your processes of operation, logistics, optimization of inventories, management of personnel or added value in sales floor with the use of disruptive technologies, but also the impact you will generate In your target will be immediate, positive and valued that hardly look towards another point of sale.

Analyze buying processes and consumption habits of your shopper

This analysis will allow you to identify areas of opportunity, as well as successes and mistakes so you can continue or modify them in time, as well as valuable information on customer purchasing habits and consumer habits that will serve as a basis for the development and Implementation of marketing strategies that surprise the shopper at Point of Sale.

Bet on multichannel

As we said at the beginning of the text, today’s consumer, called millennial, generation Z, generation X, among others, is intimately linked to the use of mobile devices that are already an extension of themselves and are an essential part of their day to day.

Faced with such a reality, it is necessary for retailers to put everything within their reach and invest in being a multi-channel sales outlet that facilitates the circulation of information about their promotions, offers, novelties, launches or product data that, based on their Habits of consumption, may be of interest to you.

You must be aware that the target is multichannel, so as a retailer you must also be immersed in the same dynamic.

Written by Lizbeth Serrano , extracted from Informa BTL


The Point of Sale is the point of contact of the consumer with the brands or products for their purchase. Also, there are a number of elements that influence the buying decisions of the shoppers.

According to Ana Ramírez, Director of Marketing at Sam’s Club Mexico, about 80 percent of the purchase decisions are made at the Point of Sale. Also, a factor that influences the purchasing decisions is the furniture.

 Before choosing a furniture
The furniture serves for the presentation, service and sale of the articles. For this reason, it is essential to choose carefully the ideal for a Point of Sale and to choose the best consider the following points:

  • Point of Sale Image
    The furniture plays an important role in informing the customer about the type of store in which it is located.


  • The cost
    Because you will realize a considerable investment in BTL within a retailer, it is important that you choose the right furniture for your product, since it will provide a series of qualities that will help the product to communicate a better message, that is, it will influence The decision of purchase of the consumer.


  • Presentation
    Likewise, the furniture works as physical support for the presentation of the products within the retailer, and as previously mentioned, it favors their display at the Point of Sale.

An Important Element for Promotion

In the same way, they serve to expose elements of promotion in the Point of Sale for the manufacturers and distributors. For example:

  • Exhibitors

They are furniture designed to show products and advertising associated with the products displayed.

  • Display

These are small holders that show the items for sale.

  • Poster

They are the most important element in the Point of Sale and thanks to that they can adopt different forms are a key factor to attract the attention of consumers.

Written by Guillermo Cortés, extracted from Informa BTL


In my masters classes, in meetings of friends and even in my house they ask me: What is Trade Marketing? … What exactly do you do? And they ask me so intensely that it’s like they told me … What the fuck is TRADE MARKETING !!! Then let’s go to the universal source of knowledge in these times, Wikipedia … Ok No! But let’s see what it says.

Trade marketing is a branch of marketing or marketing that deals with and is concerned with increasing the demand for the product by the wholesale, retailer, or distributor level rather than at the consumer level.

All this is not without reason, but when in the text indicates that it is done at the level of the distributor refers to that we do it from the Point of Sale or Distribution Channel.

The Trade Marketing consists simply of applying the marketing actions in the Point of Sale, from there we started in 3.2,2 … Go!

Trade Marketing emerged as a response to the massive arrival in the market of products, many of which became a failure and ended up disappearing within a few months. The manufacturers suffered because they invested heavily in the development and commercialization of these products and did not recover, the distributors had problems to achieve a fast turnover and adequate profitability in the Point of Sale.

Then we discovered that the channels acquired more power in the negotiation and the margins were compromised.

#DatoTrade Today, 80% of the Purchase Decisions are taken at the Point of Sale, so the objective of the Trade Marketing is to attract the public to that Point of Sale and manage the ease of access of that public to the product or service that We offer improved margins in the channel.

Trade Marketing is important for two reasons:

  • Close the Circle of Sale, that is, of all the communication you saw in the media, with Trade Marketing you end up convincing and you make the decision to buy that product or service.
  • It creates Long Breath Relations, that is to say, that the channel is affected directly because we will be the first mark positioned in his mind but mainly in his heart, ALWAYS.

The main challenges of Trade Marketing are:

  • Monetize, that the products that are visible in the POS are the most profitable for both the manufacturer and the channel.
  • Long Term Vision, always be attentive to our channel so that the relationship that was created lasts as long as possible and have a proactive action for it.
  • Look after the brand in the POS, take care of our brand, keep it well positioned in the gondola or counter, with a correct pricing, a good assortment, a good offer, ensure that our value proposition is better than the competition. .
  • Identify and develop opportunities, be aware of our channel, its needs and create actions that give value to our product or service.

When we talk about Trade Marketing within the Marketing Mix or the 4Ps of Marketing, we talk mainly about the PLAZA P, and when we talk about square we talk about where our product is located and what is the route that it takes to reach the final consumer, so that We must know the various intermediaries that exist. There may be a direct distribution such as the outlets (from the manufacturer to the final consumer) or with some or some intermediaries such as the markets to finally reach the final consumer.

The Trade Marketing is a very rich area that of a time to this part has taken an important protagonism by the relation that has with diverse areas in the commerce, beyond the already known that are with the manufacturer and the channel, besides we have to The agency and the competition. Trade Marketing has to satisfy diverse needs of actors with different priorities.

The Manufacturer or Company must present solutions and must be immersed in various areas of the same, such as marketing, sales, finance, HR, systems, production, etc.

The Channel or Store should treat it in a special way, make it unique and that should be translated into facts, with special programs that give value to our brand and be the first in your heart.

The Agency must be trained, cared for, it must be known that it is the visible part of the manufacturer, they must be flexible, agile and with quality of service. The feeling of “belonging” can make the difference between doing a good execution and a magnificent execution.

The Competition must know, know who you compete with and who does not, and be able to anticipate their movements in the POS.

Now if you know that Fuck is the Trade Marketing … this is a very broad topic and I am sure that in a second part we can know in more detail this beautiful space of commerce and good relations with our channel.

I leave a sentence to reflect:

“Do not answer where your company wants to sell today, ask yourself how the shopper will buy tomorrow.”

By César Díaz, Consultant in Street Marketing, Specialist in TRADE MARKETING, taken from Hablemos de Marketing.


Every time you visit a retailer, remember this: “Nothing here responds to chance”. It is not surprising that self-service chains, department stores, price clubs, etc., carry out strategies to improve the demand for the products. From furniture to POP material more discreet communicates a commercial tactic.

Beyond the profits made by companies to implement shopper marketing or trade marketing strategies at the point of sale, customers also obtain benefits, which can be translated into a series of experiences with the brand, according to their demands Current.

The point of sale is an important area for brands, and we can confirm this with the results of the latest Annual Survey of Investment in Below The Line in Mexico conducted by the InformaBTL Research Department. Data from the publication indicate that the brands allocated 5,470 million pesos to BTL strategies at the point of sale during 2016.

Therefore, it is important to know what strategies can be developed at the point of sale to be able to sell more and, at the same time, to satisfy the needs, desires and demands of customers who attend physical stores anywhere in the world.

We know that to design an attractive point of sale depends on some variables that must be analyzed in advance; However, here are some keys that – without a doubt – will help you improve your brand communication at the point of sale, and will allow you to increase the results of your business strategies.

  1. The furniture
  2. The botargas
  3. The prosecution
  4. Customer service
  5. The exhibition
  6. The animation
  7. Seduction
  8. Music

Source: informabtl.com


To begin with, promotional activities should be considered as an excellent channel of distribution, as they seek to ensure that products are not returned.

And how to get this distribution channel on the customer side and at the same time meet the objectives of the brand campaigns?

As a first step, the promotion technique should:

  1. Get product rotation at the point of sale
  2. Generate sales momentum
  3. Product Promotion
  4. The use of merchandising
  5. Attract more traffic to the point of sale.


Although there are several benefits that are generated when employing the BTL Marketing strategy, it is the least aggressive impact on budget employment. With this, you can see the BTL promotion as one of the most viable for small and medium-sized businesses that can not easily face campaign costs the traditional and massive media as its cost is higher.

Another advantage we get from the promotion is that the results are obtained quickly. The effect is immediate, so the results are obtained in the same way. This method is effective and with measurable results.
On the other hand, the promotion seeks to be in front of the final consumer and to be clear what are the preferences of the customers to which each campaign is directed.

Personal attention contributes to the success of this strategy because persuasion is direct. This promotion seeks to reach the customer through the immediate feeling with the product and is addressed to a specific person or a small number of people.

In addition, it must meet the needs in the place of consumers. With the use of different strategies and full of originality, the promotion can be transported to the consumer exactly to the point of sale.

Source: informabtl.com


Edge Case: Nested And Mixed Lists

Nested and mixed lists are an interesting beast. It’s a corner case to make sure that

  • Lists within lists do not break the ordered list numbering order
  • Your list styles go deep enough.

Ordered – Unordered – Ordered

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Ordered – Unordered – Unordered

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Unordered – Ordered – Unordered

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Unordered – Unordered – Ordered

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Title should not overflow the content area

A few things to check for:

  • Non-breaking text in the title, content, and comments should have no adverse effects on layout or functionality.
  • Check the browser window / tab title.
  • If you are a plugin or widget developer, check that this text does not break anything.

The following CSS properties will help you support non-breaking text.

-ms-word-wrap: break-word;
word-wrap: break-word;



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This content, comments, pingbacks, and trackbacks should not be visible until the password is entered.


Template: Sticky

This is a sticky post.

There are a few things to verify:

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  • They should show at the very top of the blog index page, even though they could be several posts back chronologically.
  • They should still show up again in their chronologically correct postion in time, but without the sticky indicator.
  • If you have a plugin or widget that lists popular posts or comments, make sure that this sticky post is not always at the top of those lists unless it really is popular.

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Los cambios en el sector retail están sucediendo muy rápido y es que la incorporación de la tecnología a la vida diaria de todos ha hecho que queramos realizar cualquier actividad a través de diferentes dispositivos tecnológicos con lo que contamos, lo que lleva a las empresas a tener una comunicación efectiva con su consumidor a través de diferentes canales. Por otro lado, los retailers también incorporan aspectos innovadores en el punto de venta, con la finalidad de atraer más público hacia sus tiendas. Es por eso que veremos algunas tendencias que estamos o estaremos viendo en la industria retail.

La compra se ha vuelto social

Para el consumidor hablar de su vida y actividad en internet se ha convertido en una costumbre, por lo que la compra también se ha vuelto un tema de conversación. El

70 % de los consumidores realiza búsquedas sobre el producto que va adquirir en sitios webs antes de comprarlo. Los retailers ya no pueden ser un observador de estas conversaciones, deben participar necesariamente de manera activa creando contenido alrededor de los productos y el punto de venta, que provoque que el consumidor considere realizar la compra y no sólo ello, sino también que cree un vínculo de fidelidad con las marcas de su  preferencia a mediano plazo.

El poder de los Millennials

En estos días, este grupo de personas son de gran influencia están modificando la manera de tener una experiencia de compra. Se cree que para el 2017 este grupo tendrá mayor poder de compra que cualquier otra generación, por lo que es importante tener en cuenta sus hábitos de consumo, así como la manera en la que desarrollan sus actividades, para que las empresas de retail puedan impactar positivamente en las diferentes plataformas sociales que utilizan y con ello lograr un efecto de atracción hacia sus puntos de venta.

BIG DATA como generador de insights

Durante los últimos años se ha hablado bastante de BIG DATA y la manera en que nos proporciona información valiosa para tomar decisiones. El avance acelerado de la tecnología ha hecho que no nos preocupemos demasiado sobre cómo obtener la información, por lo que el reto se convierte necesariamente en la interpretación de dichos datos para obtener insights valiosos sobre lo que nuestro consumidor está esperando y teniendo como expectativa a la hora de ir a un punto de venta para satisfacer una necesidad.

Independientemente de las tendencias, el foco siempre deberá ser el consumidor y el profundo conocimiento que tengamos de él nos llevará a desarrollar estrategias y acciones en el punto de venta que tengan como consecuencia su satisfacción por consiguiente el desplazamiento de productos.

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How to Develop a BTL Campaign?

At present we find a great variety of channels, types of activations and actions Below The Line (BTL) that allow us to innovate and discover new ways to fulfill the objectives established in our marketing plan, even more with limited budgets.

For this, Carola Fernández, Director of Marketing of Cinemex, emphasizes that it is important to be creative when defining BTL actions in a marketing plan. And for that, he shares 10 steps that in his opinion are very useful to put together a plan for focusing on the realization of BTL strategies:

1. Understand the corporate strategy and objectives so that the marketing plan is aligned and helps to comply with them.

2. Define priorities.

3. Perform a detailed analysis of the market, the competition and our company.

4. Identify opportunities and risks.

5. Define the general objectives.

6. Define the objectives that can be achieved from BTL strategies.

7. Define BTL strategies and their tactics (it is very useful to involve different people in a brainstorming since there are many possibilities for BTL actions and new ideas come up every day).

8. Define the budget.

9. Present the plan and get approval and support.

10. Run and evaluate results.