Field mechanics of direct brand-to-audience contact — from targeted activations to national promo
- Promo campaigns and national promo
- Sampling
- Brand activations
- Tastings
- Consumer promo
- Receipt-based promo
- Incentive campaigns
- Registration-based promo
BTL Activation
BTL activations for brands
Promo campaigns, sampling, brand activations, promo staff, merchandising and POSM for brands in Russia, Kazakhstan and Uzbekistan — through one team.
BTL TASKS
Looking for a BTL agency
for a promo campaign?
From mechanics and brief to staff, POSM, field, supervision and report
A BTL project rarely consists of a single task: mechanics, contact points, promo staff, materials, logistics, supervision, reporting and quality control
Besson Agency brings this into a single system so the brand gets a managed promo campaign with a clear result and transparent reporting
HAVE A TASK OR A TENDER?
Estimate a BTL project
Leave your contacts — we'll clarify the mechanics, geography, staff, POSM, logistics and reporting format
Activations and control at retail points: malls, supermarkets, pharmacies, HoReCa and retail chains
- Merchandising
- Mall promo
- Supermarket promo
- Pharmacy promo
- HoReCa promo
- Retail chain promo
- Festival promo
- City event promo
- Mobile promo points
- Surveys
Recruiting, casting, training and controlling promo teams for the task, geography and brand standards
Discuss the formatProduction of materials and spaces for contact points: from a stand to a brand zone
- POSM materials
- Brand zones
- Promo zones
- Pop-up zones
- Retail equipment
- Displays
- Wobblers
- Stoppers
- Pallet displays
- Promo packaging
- Staff uniforms
- Branded clothing
QR, registrations and data collection that link offline promo with the digital loop
Discuss the formatPurchasing and handing out prizes, storing and delivering promo materials across cities and points
- Prize procurement
- Prize fulfillment
- Promo material logistics
- Promo materials storage
- Promo warehouse
Our capabilities
We take on the managed event cycle: budget, timing, venue, contractors, team and transparent project reporting
Financing
up to100 000$
Project financing
Financing event projects for up to 30 calendar days
Experience
100+
Projects per year
Concept, budget, production, delivery and reporting
Geography
3
Offices in Eurasia
Moscow, Almaty, Tashkent
Team
10+
Account managers
They steer the brand's task on budget, timing and delivery quality
Creative
100+
Creative concepts
We develop ideas and script solutions for the brand's tasks
Three service offices
One window to Eurasia
Moscow, Almaty and Tashkent are the three operational hubs of Besson Agency for event projects in Russia, Kazakhstan and Uzbekistan. Choose an office to contact the team
Our clients
Brands, that trust us
We deliver event and BTL projects for international and local companies in Russia, Kazakhstan and Uzbekistan
Why brands choose us
01
BUSINESS THINKING
We start with the goal: engage the team, launch a product, strengthen a partnership or shift brand perception
02
AN IDEA WITH ITS OWN CHARACTER
We don't assemble events from off-the-shelf solutions — we create the concept, dramaturgy and visual code for a specific brand
03
EXPERIENCE WITH INTERNATIONAL COMPANIES
We understand corporate standards, tender procedures, brand guidelines and the high cost of a mistake
04
IMPACT BEYOND THE FINAL FRAME
A project works beyond the event day: the emotions, content, reputational impact and connection with the audience remain
HOW WE WORK
We control every process
BTL has many moving parts: mechanics, staff, points, materials, logistics, supervision and reporting. We bring it into one managed loop
How much does a BTL project cost?
The cost depends on the mechanics, geography, number of points, campaign duration, staff, POSM, logistics and reporting format. We don't quote a random range — we quickly prepare an estimate for your task. Leave your details and we'll be in touch shortly
Leave a request
We're already looking forward to it! We'll contact you shortly to clarify the details
Materials for brands
Event agency
Turnkey event agency: how to choose a contractor for your brand
Criteria for choosing an event partner for conferences, launches, corporate parties and gala dinners in Russia, Kazakhstan and Uzbekistan
Read
Promo / Sampling
BTL activations in Central Asia: promo, sampling and supervision
How to launch field campaigns with promo staff, routes, photo reporting and a single quality standard
Read
2026 formats
Corporate events 2026: conferences, gala dinners and New Year events
Which formats companies choose when they need to combine a business task, emotion, team and a measurable result
Read
Retail
POSM and brand zones: how offline communication supports sales
The role of promo stands, brand zones, retail equipment and visual navigation in event and BTL projects
Read
Planning
How to prepare a brief for an event or BTL project: estimate, timing, KPIs
What to include in your request so the agency can estimate the budget, team, venue and a realistic launch plan faster
Read
Eurasia
Regional campaign launch: Moscow, Almaty, Tashkent and active cities
Why local coordinators, a promo database and unified reporting are critical for brands with tasks across several countries
ReadFAQ
Frequently asked questions about BTL
What is a BTL activation?
A BTL activation is an offline or hybrid mechanic of direct brand-to-audience contact: a promo campaign, sampling, tasting, consultation, retail promo, brand zone or a registration-based mechanic.
Which BTL services does Besson Agency provide?
Promo campaigns, sampling, brand activations, promo staff, merchandising, mystery shopper, POSM, retail-chain promo, QR mechanics, logistics and promo materials storage.
Which countries do you run BTL projects in?
Besson Agency works in Russia, Kazakhstan and Uzbekistan through offices in Moscow, Almaty and Tashkent, as well as through regional teams and representatives.
Can I order a national promo campaign?
Yes. The agency runs a promo campaign across several cities: mechanics, staff, POSM, logistics, supervision, reporting and quality control.
Do you recruit promo staff?
Yes. Besson Agency recruits, casts, trains and supervises promoters, consultants, supervisors and brand ambassadors for the project's tasks.
Do you produce POSM and brand zones?
Yes. We produce POSM, promo stands, brand zones, retail equipment, uniforms, branded clothing and promo materials.
How is the cost of a BTL project calculated?
The cost depends on the geography, number of points, campaign duration, staff, POSM, logistics, prizes, supervision and reporting format.
Can I order just one service?
Yes. You can order a single service — for example, promo staff, sampling or POSM — or a full turnkey BTL campaign.