Sector · Consumer Goods
BTL marketing forconsumer goodsmore traffic and sales
Winning the shelf, shift by shift
In consumer goods the brand is won or lost at the shelf. We run in-store push, sampling and POP material across several cities at once, with daily reporting on what actually happened at each location.
What we do in this sector
How we work
BTL activations in consumer goods: how we work.
The shelf is where the brand is won
In consumer goods many purchase decisions are made in front of the shelf, in seconds and with several brands competing in plain sight. That is why trade marketing is not an add-on to advertising: it is where brand investment turns, or fails to turn, into units sold. Our job is to make sure the brand is well displayed, well explained and well represented at every point of sale, every day the campaign runs.
What we operate
- In-store promotion with brand ambassadors trained on the product and on sales arguments.
- Sampling and product demonstrations to drive trial and repeat purchase.
- Merchandisers for display, assortment and rotation on the shelf.
- POP material rollout and audits in retail chains and traditional trade.
- Brand activations in supermarkets, malls and events.
Modern trade and traditional trade
In chains, hypermarkets and discount stores the activation has to fit each retailer's rules: time slots, negotiated space and permitted materials. In traditional trade, neighbourhood shops and mini-markets, the challenge is coverage and control: many small, scattered points that are hard to verify. We design the operation per channel, because copying the same mechanic across both usually wastes budget.
Operational control
What separates a serious operation from one that just bills hours is control. Every promoter clocks in and out per shift, takes photographic evidence of the shelf and reports units moved by SKU. Field supervisors check display, price and POP material. The brand receives reporting by store, shift, promoter and SKU, and can see which cities and locations respond best to the activation.
Multi-city operation
Contraste operates from Medellín and runs in-store promotion, sampling and trade marketing campaigns in Bogotá, Cali, Barranquilla and other Colombian cities at the same time, with the same selection, training and reporting standard everywhere. A brand can launch a product in several markets with one agency and one read of the results.
Frequently asked
What people
ask us most.
What is the difference between in-store push and sampling?+
In-store push aims to close the sale on the spot, with a promoter making the case right at the shelf. Sampling aims for product trial to drive future repeat purchase. They are often combined, but they are measured differently.
How do you make sure the promoter is actually at the location?+
With clock-in and clock-out per shift, photographic evidence of the shelf and reporting of units moved. That control is what separates a serious operation from one that just bills hours.
What is trade marketing?+
The set of actions a brand carries out in the sales channel to move its product: display, in-store promotion, sampling, POP material and negotiating space with retailers. Unlike advertising, it works at the point where the shopper decides and is measured in units sold.
What does a merchandiser do?+
They make sure the product is available and well displayed: they restock the shelf, arrange the brand facings, check prices and dates and report out-of-stocks. Unlike a brand ambassador they do not sell directly to shoppers, but without their work the sale cannot happen.
What is POP material and how is its rollout controlled?+
POP (point of purchase) material is the branded pieces at the point of sale: displays, shelf strips, shelf talkers, stoppers and stands. It is controlled with field audits and photographic evidence per store, because part of the material shipped never gets installed or is installed badly.
Can you run an in-store campaign in several cities at once?+
Yes. Contraste runs simultaneous campaigns in Medellín, Bogotá, Cali, Barranquilla and other cities, with team selection and training in each market and a single consolidated report by store, shift and SKU.
Other sectors
Book a meeting
Shall we activate your brand in consumer goods?
30 minutes to understand your goal and tell you whether we can help. No corporate deck involved.