BTL project, you've probably experienced it at least once.

Brand marketing is broadly divided into ATL/BTL. Among them, the BTL project is brand marketing based on an offline space.

From small-scale pop-up stores such as department stores and road shops to brand marathon events where more than 30,000 people participate, everyone has experienced BTL projects carried out by various brands at least once.

If so, have you ever wondered what kind of process these events go through?

How is the BTL project going?

BTL planning usually starts with a brand requesting a project from an agency.

Small-scale pop-up stores can create and operate small stands (objects), and large-scale brand projects also plan various programs, from space rental to interior decoration, and performance planning.

Basically, the order is 'Concept > Content > Production > Operation'.

Project 'planning' is based on trends in our lives.

The content you have experienced, such as pop-up stores and brand exhibitions, is created by adding the concept and message that the brand wants to deliver, and trends that consumers are currently passionate about.

BTL planning can be 'planned' and 'executed' by anyone who only understands 'brand characteristics+current trends'.

I will tell you the conditions and methods for “executing” the “plan.”

Anyone can do a plan that thinks and talks with their head. As a planner, the most important thing is “execution.” There are several conditions required for 'execution.'

📍 Planning and collaboration

You can't create content alone. It can only be completed through collaboration with various partners. I find the right team to create the content I have planned and agree to create the content.

📍 Decision

There are countless choices to make during the content production process. However, there is no absolute standard for content. Therefore, planners must consider the overall structure of the project to 'decide' the appropriate content.

I'll show you how to 'execute' a BTL project through 'planning', 'collaboration', and 'decision'.

I plan to conduct a lecture on these topics.

• The understanding and purpose of the BTL project.
• BTL project progress process.
• Setting the direction according to the BTL project concept.
• BTL project team formation.
• Team setup and subsequent production process.
• Consumer programs and PR.

It's great for people like this to listen to the lecture.

• The brand event looked interesting.
• I'm interested in brand advertising and marketing.
• I'm currently marketing the brand.
• I'm curious about how to plan an exhibition.
• I have a lot of ideas, but it's hard to implement them.

This is 'Teleport Kim Tako' in the 10th year of BTL marketing.

Hallo I work as a marketing director at Creative Agency Teleport, and I plan, produce, and execute marketing for various brands, including commercial video and image production, performance planning, and exhibition planning.