Planning a BTL Campaign in Azerbaijan: From Brief to Delivery

October 24, 2026 · ADZONE 360 Team

An in-person BTL campaign might involve a sampling team in a supermarket, a stand in a shopping mall or promo staff at a launch. This guide covers what to settle before work starts: the brief, who does what, the locations, the quotation and the reporting.

What This Guide Covers

Below-the-line (BTL) marketing is usually defined by contrast with above-the-line (ATL) advertising. ATL reaches a broad audience through mass media such as TV, radio and outdoor. BTL targets specific people more directly. In the wider sense that includes direct mail and targeted email; this guide covers only the in-person and retail side:

• product sampling and tastings;
• promo staff and hostesses;
• in-store and shopping-mall activations;
• roadshows;
• trade marketing and point-of-sale materials (POSM);
• prize promotions.

Possible objectives include product trial, visibility at the point of sale and support for a launch. The brief should identify the priority objective to guide the planning.

1. The Brief

We recommend covering the following points in the brief before requesting a quotation:

• Product: what is being promoted, and any handling or storage needs (for example chilled food, age-restricted products, fragile samples).
• Audience: who the campaign should reach, and where those people are.
• Objective: trial, visibility, sign-ups, sales support, or a mix, and which one comes first.
• Locations: shops, malls, offices, events or several cities; how many, and whether they are already agreed.
• Dates and hours: the campaign period, days of the week and hours per location.
• Mechanics: what happens at the point of contact: a tasting, a demonstration, a code, a prize draw.
• Deliverables: staff numbers, stands, materials, samples per day, and the reporting you expect.
• Brand rules: guidelines, approved messages, anything staff must or must not say.

2. Who Does What

We recommend agreeing responsibilities in writing before the quotation is final. Use the following table to confirm the allocation of tasks with ADZONE 360 for your campaign:

• Product samples and stock: Client supplies; ADZONE 360 handles storage, distribution to locations and stock records during the campaign
• Prizes: Client supplies, or ADZONE 360 produces branded prizes; ADZONE 360 handles them on site
• Brand guidelines and approved messages: Client
• Recruiting promo staff and hostesses: ADZONE 360
• Briefing and training the team: ADZONE 360, with product information from the client
• On-site supervision: ADZONE 360
• Stands and point-of-sale materials: ADZONE 360 produces; client approves designs
• Reporting: ADZONE 360
• Location arrangements and approvals: Agree who contacts the retailer, venue or relevant authority, who submits any applications, and who covers any associated costs

If your situation is different, for example you provide your own staff or materials, say so in the brief so the quotation reflects it.

3. Location Arrangements

Every location has its own rules. For each one, confirm:

• Access: who agrees the activity (the retailer, mall management, the venue), and which contact person is on site.
• Space and installation: the exact spot, the size allowed for a stand, delivery and installation times, power and storage.
• Operating conditions: hours, staff facilities, rules on handing out food or drink, noise and music.
• Approvals: confirm what the retailer or venue needs to approve, such as designs, mechanics and staff lists. Check whether the activity also needs approval from a public authority, including any requirements that may apply to public-space activities, prize promotions or food tastings. Identify the relevant contacts and approval steps when agreeing the schedule, and confirm which approvals must be in place before the activity starts.

4. Quotation and Scheduling

A BTL quotation is built from the brief, so changes to the brief can affect the price and the timeline. Factors to agree include:

• the number of locations and cities, and the distance between them;
• staff numbers and staff days;
• stands and materials to be produced;
• sample and stock volumes to store and move;
• venue fees, where retailers or malls charge them;
• approvals that must be in place before the start.

Preparation time depends on the scope and on what is already agreed or available: locations, staff, materials, stock and approvals. Ask for a schedule showing the approval and production steps as well as the proposed campaign dates.

5. Reporting

Agree before the campaign which figures can be recorded, how they will be counted and who will provide the data. The report may include:

• recorded contacts or conversations, using an agreed counting method;
• samples distributed;
• code or coupon redemptions, where redemption data is available;
• sign-ups or registrations, where registration data is available.

Photos from each location can document the setup and delivery.

Retailer data can show recorded sales during the campaign. It does not, on its own, establish sales caused by the campaign. Any estimate of additional sales needs an agreed comparison method that accounts for other relevant differences, such as prices, stock availability and other promotions. The estimate should state its assumptions and limitations.

Working With ADZONE 360

ADZONE 360 plans and runs BTL campaigns in Baku, across Azerbaijan and abroad: product sampling and tastings, promo staff and hostesses, in-store and shopping-mall activations, roadshows, trade marketing, POSM and prize promotions. We recruit, brief and supervise the team, produce stands and materials, handle stock and report after the campaign. BTL can run on its own or alongside events, digital and media placement. For format ideas, see our guide to brand activation ideas.