Due to its high load of creativity you need, sl street marketing usually generates good engagement, but also a good brand awareness.

The activations, the promotions, the material at the point of sale are some examples of the marketing channels, each of which not only has its own specifications, but also has its benefits. Among all the elements that make up the below the line, for its creativity and its visual impact, street marketing is one of the branches that stand out. But, what are the advantages that it has? Precisely ne the following lines will address some of the most important points.

Perhaps one of the main advantages of street marketing is, as already mentioned, the visual impact that campaigns of this type usually generate. Usually, people are caught on public roads by structures or interventions that are generated as part of a strategy of this type.

Street marketing strategies usually require a good amount of creativity. So they have to generate strategies that are considerably creative, which, in one way or another, allows people to live an experience, which they carry with them, which is associated with the brand that made it.

Depending on what is done as part of the street marketing strategy, there are some campaigns that can remain on the public highway for a long time, so that the exhibition is guaranteed 24 hours a day, the feel days of the week.

However, just as it happens with the OOH, when a strategy of this type begins to form part of the landscape, it is necessary to withdraw it or change it so that people can continue to be surprised and in order to generate experiences that leave a deep imprint in the memory of people.

Source: Informa BTL

Like other industries, BTL marketing has been transformed since its emergence to the present day. A very clear example is what is currently known as marketing 3.0, which, instead of focusing on the product or the target, goes a step further.

 In the industry below the line, the medium is what is evolving, because now, through different actions, an emotional connection with the client is sought. Precisely about this spoke Alejandro Corona, marketing director of Aspel, in his conference “Innovation through emotional connections”, on the second day of the BTL Conference.

One of the first questions mentioned by Alejandro Corona in his presentation was the difference between innovation and creativity: while the second refers to thinking about something new, the second is based on doing it. So the main distinction lies in the implementation of a creative idea.

“Emotions sell” ,said Alejandro Corona in his speech, mentioning that it is through the emotional connection that a brand can directly generate a reaction in the consumer and the shopper.

Emotion, as a pristine psychological factor in human nature, can be divided into four distinct categories: happiness, sadness, anger and worry. These elements work as purchase motives, so both brands and agencies must begin to create materials that connect emotionally.

However, how can information be obtained to generate an emotional connection with the consumer? Alejandro Corona explains that it must be done through research, to know the psyche of the clients and thus be able to obtain the necessary insights to generate campaigns and strategies that generate a powerful impact.

“The insights with indispensable” ,said Alejandro Corona, who also said that they are totally necessary to generate campaigns nowadays and that requires, beyond a focus group, an anthropological study.

What strategies work well to connect emotionally with people? Alejandro Corona explains that it can be done through social media; However, he highlighted the relevance of content as “king”, currently in the below the line and in marketing in general.

Source: Alejandro Ramírez – InformaBTL

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

70% of the consumption is made through the traditional channel and the wineries are a very strong element in the purchase of the Peruvian.

The traditional channel in Peru is one that allows you to sell a product to the consumer through markets, warehouses and kiosks.

Among the main characteristics of the traditional channel is that the number of points of sale does not decrease despite the growth of the modern channel. In addition, it is the main means for sales of the categories of first necessity.

The economic situation causes the shopper to take refuge in the traditional channel and make daily purchases, hitting the self-service channel that is designed to generate a greater purchase routine.

“The average family makes small or medium purchases in the traditional channel. More than 80% of the shopper’s spending is by basic categories, “said Cecilia Ballarin, Client Development Manager of Kantar Worldpanel.

In the interior of Peru, the wineries and markets continue at the top, reflecting more than 90% of sales; and in the case of the capital, 70%.

The traditional channel responds especially to the need of a population whose income is daily or weekly, a population that represents more than 50% of the EAPO that forces them to make the purchase on a daily basis, with a small volume and in a nearby place.

It should be noted that the markets and warehouses are a distribution channel more than the companies choose to take their products to the consumer in the most complete, efficient and economic way possible.

CHARACTERISTICS OF THE TRADITIONAL CHANNEL

– Price is a key element

– There is little brand fidelity

– Daily or weekly income with little access to credit

– Daily purchase frequency

– Does not have own transport

– The high informality of the traditional channel allows to have low operating costs and therefore good prices

CHALLENGES AND STRENGTHS OF PERUVIAN BODEGAS

The wineries are present in our day to day.

These stores compete with the modern commerce that little by little has managed to advance in its penetration in the last 20 years.

“70% of the consumption is done through the traditional channel and the wineries are a very strong element in the purchase of the Peruvian,” said Yadira Kawasaki, business development manager of Fundes Peru.

To date, there are approximately 400,000 wineries throughout Peru, of which about 200,000 are concentrated in Lima on average.

Today, the challenge of the wineries is to renew, diversify and improve the services they offer their customers against the competition.

“The winemakers must diversify the forms of payment and that is not only cash because they are competing with the convenience and discount stores that have implemented POS. A differentiated offer of services and products will allow entrepreneurs to begin to feel the impact on their businesses, “Kawasaki told Peru Retail.

He also said that they want winemakers to realize the important role they have in people’s daily lives.

However, the wineries have great challenges to be able to compete with the convenience and discount businesses.

“Today its new competition is convenience stores and discount, because there is a vacuum that the winemakers have not filled, composed of modernity and technology,” said Víctor Guaylupo Marroquín, director of the School of Business Development of Arca Continental Lindley.

SALE OF BEVERAGES

For the winemaker, the sale of beverages will always be important, approximately 20% of the total. That is, 1 out of every 4 that goes in buys a big or small drink.

Among the buyers, the drinks represent 44% of their spending per purchase trip (average of 6 soles per soft drink).

Source: PerúRetail

Within the variety of disciplines of Below The Line, the organization, planning and execution of events is one of those that generate the greatest expectation among the public, as well as being one of the brands’ favorites.

At the end of last year, the investment destined to event marketing in Mexico was 12,450.9 million pesos, that is, 24.3 percent of the 51,879 million pesos that were invested in the BTL industry, besides being the second most important service. offered by agencies in the country.

Seminars, congresses, conferences, exhibitions, fairs, conventions, product presentations and festivals are some of the types of events that a brand, from the hand of a supplier, can develop for specific promotional purposes.

Trends in events

While a festival is very different from a seminar or convention, there are certain elements or trends that converge in the vast majority of events, and more in response to the demand of audiences to receive memorable experiences, which is ideal for brands that have , as one of its main objectives, to motivate an emotional connection with its audiences.

In this sense, Eventbrite and Global Meet and Events Forecats of American Express suggest the following trends.

• Convenience: that is, that the place where an event takes place has easy access routes, such as roads, airports, nearby hotels and other points that make their arrival and departure simple and optimize times.
• Non-traditional locations: museums, squares, not very used establishments, lounges, among other enclosures or outdoors are some of the sites that can work to improve the experience when dealing with unusual places to make an event, but which are sure to be attractive for the attendees.
• Use of new technologies: virtual reality, for example, is one of the most required in events of various kinds; thus the lived moment is maximized, as well as the emotions experienced.
• Live broadcasts, via streaming: César Monzón, Sony’s Digital Business Manager in Mexico and Latam mentioned in an interview that, thanks to this type of resource, a brand can increase interaction in social networks, as well as awareness and preference for the firm.
• Activation of sponsorships: acting as a sponsor in an event allows the development of other marketing actions at par, such as activations, direct marketing, delivery of promotional items, among others.
• Development of mobile apps of the event: create applications that show schedules of bands presentations and the scenario where they will be, that allow to select the groups of interest and emit alerts when they are close to going on stage, informative content about the event, among other types of Data optimizes the experience even more.
• Sustainable actions: applying circular economy actions such as the creation of thematic vessels, made from barley husk or compostable materials, is a trend that has been well received, which, in turn, bring added value to the consumer, improve branding , help the environment and make attendees feel identified with the brand.

Another aspect that, besides being a trend is a key factor and indispensable in any event, is the security for all attendees. In this regard, Fernando Famanía, Co-Ceo of the Ifahto agency mentioned in an interview that, in Mexico unlike other countries, it is a little care that should be a priority for brands and suppliers to guarantee not only the good execution, experience and results of the event, but also to safeguard the integrity of each and every one of the attendees.

Source: Lizbeth Sierra – InformaBTL

By introducing a new product in the market, brands use different strategies to communicate to the consumer about their launch and motivate their interest in it. One of them is packaging, which, besides containing and protecting what it contains, keeps a commercial and image function in such a way that it has a striking presentation for the target.

In 2017, 65.9 percent of consumers in Mexico said that being in front of a packaging that is attractive to them, this may be sufficient reason to change their purchasing decision, as indicated by the Research Department of InformaBTL.

The fact that a package and its design have the ability to modify an intention to purchase, responds to how it is perceived by the client and how it reacts at the brain level.

Charles Spence, professor and head of the Intermodal Research Laboratory, part of the Department of Experimental Psychology at the University of Oxford, affirms that the colors, smells and textures of a packaging are key factors, at the moment not only to make the purchase decision, but also when it comes to identifying a brand, hence several packages, wraps, bottles and others have a certain color palette.

In this sense, there are trends in design that, in addition to influencing the perception of the customer to make their purchase decision, have made the packaging allows a brand to stand out on the shelf.

SIMPLICITY

Minimalist designs, with few graphics but that highlight the image of the firm, facilitate a better reading by the shopper, besides looking cleaner and more orderly.

PASTEL COLOURS

This type of colors and tones are aimed at the sensibility of the users, besides being a great option to give the products a warm aura.

PHRASES WITH LARGE TYPOGRAPHY

A good way to get the attention of the shopper, send a clear message and facilitate the reading and understanding of what you want to communicate, the use of large-scale typography is a trend, which requires a correct choice of typography, as well as of colors and location in the packaging.

STRUCTURES, ILLUSTRATIONS AND VINTAGE DESIGN

This type of packaging, in addition to evoking a fashion and culture, gives the brand and product a strong identity, if it is a launch it strengthens its promotion and awakens in the consumer an emotional connection given the nostalgia it generates.

USE OF HOLOGRAPHIC ELEMENTS

The holographic foil stamping can turn the ordinary into something out of the ordinary, since it is able to add depth, texture and different effects.

Source:  Lizbeth Serrano – InformaBTL

Sorry, this entry is only available in European Spanish.

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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