BTL Campaigns with M-Vector
When a company enters a new market or launches a new product, advertising alone is often not enough. This is especially true for products that consumers need to try, see, or hold in their hands for the first time.
That’s why many companies continue to invest in BTL activities, such as product sampling, promotional campaigns, product distribution, in-store promotions, and other formats that involve direct contact with consumers. And behind every successful campaign lies a great deal of organizational work: recruiting and training the field team, securing venues, managing logistics for materials, monitoring execution, reporting, and constantly coordinating dozens of participants in the process.
Over the past few years, M-Vector has implemented more than 30 waves of BTL projects in Kyrgyzstan and other Central Asian countries, distributing more than 200,000 product samples from international brands. Our clients include Huggies, Kotex, KT&G, and other international manufacturers.
One of the most notable examples is a long-term project to distribute products for newborns in maternity hospitals across Kyrgyzstan. For the client, it was important not only to deliver the products but also to ensure they reached the target audience, to coordinate with medical facilities nationwide, and to provide transparent reporting at every stage of implementation.
M-Vector’s research expertise helps in the implementation of such projects. Unlike traditional BTL agencies, we can supplement BTL activities with surveys, feedback collection, product perception assessments, and audience response analysis as needed. This approach allows us not only to answer the question “how many people received the product,” but also to understand the impact the activity had on the brand.
Thanks to its own field infrastructure, M-Vector implements such projects not only in Kyrgyzstan but also in Kazakhstan, Uzbekistan, and Tajikistan, ensuring uniform standards of monitoring and reporting at every stage of the work.
