Analyzing customer interests is just as important as the BTL activities being implemented. During the analysis process, it is essential that customer needs are clearly and accurately identified, and that the desires and interest areas of the target audience are taken into account. These analyses are primarily important to ensure that promotional activities do not fail.

Various methods and tools are used to study customer interests, including online surveys, analysis of personal interests, email questionnaires, telephone surveys, and other research techniques.

As a rule, surveys carry strategic importance for planned BTL campaigns. For example, Nestlé conducted research involving 2,000 respondents to determine the target audience for each of its products. Participants were asked to describe how they perceived the concept of “a light snack.” As a result of this research, Nestlé accurately identified the target audiences for different products and, by achieving maximum effectiveness during BTL activities, significantly increased chocolate sales.

About Elnur Mammadov

Elnur Mammadov has more than 9 years of experience in sales, advertising, and marketing. For the past 6 years, he has been actively engaged in advertising activities. He holds certificates from numerous international training programs, including Shkola Prodaj Sinergiya, Isaac Pintosevich Systems, NIMA Marketing Institute, Carnegie Club, and other schools and courses. He has extensive experience in BTL advertising with both global and local companies and is the Director of the Proven TTL advertising agency.