An international FMCG brand
PROJECT CASE STUDY / BTL / PROMO / FIELD TEAM
Merchandising and execution control
Besson Agency BTL case study in Moscow: merchandising and execution control with clear mechanics, team control, visual delivery and final reporting.
Project summary
About the project
Merchandising and execution control — a project in Moscow where Besson Agency built the BTL mechanics, field team and reporting for the brand's task and a real audience.
Merchandising
Moscow, Russia
Shoppers and visitors of retail points
Report
Project video
00:00 / 00:00
Project photo
Gallery
Next step
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Ways of working
Additional services
Promo campaign organization
Sampling organisation
Brand activation organization
Promo staff provision
Merchandising organisation
Mystery shopper service
POSM material production
Tasting organization
In-store consultant provision
Receipt promo organization
Consumer promo organisation
Incentive campaign organisation
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Frequently asked questions
How to launch the BTL project «Merchandising and execution control» in Moscow?
Besson Agency assembles the mechanics, field team, point schedule, training, logistics and daily execution control.
How is promo staff selected for the Merchandising format?
Promoters and supervisors are selected by city, product category, communication requirements and shift schedule.
How are points and supervisors controlled in Moscow?
The team uses routes, checklists, photo capture, shift reporting and regular contact with the project coordinator.
What reporting is needed for the «Merchandising and execution control» BTL campaign?
The report includes point statuses, photos, supervisors' comments, delivered KPIs, on-site issues and a final summary.
Can Merchandising be scaled to other cities?
Yes. The mechanic transfers to other cities through a single standard of training, logistics, supervision and reporting.
Which KPIs are captured after the project in Moscow?
We capture reach, number of contacts, points, shifts, hand-outs, photo reports, route completion and the quality of field execution.
Materials
Related
BTL GEO
Merchandising: why the project's geography affects delivery quality
The «Merchandising and execution control» case study shows that a project in Moscow requires not a generic presentation but a precise link between the brand's task, the local team, venue, timing and reporting.
Field management
What keeps a field launch under control
Besson Agency fixes the areas of responsibility, contractors, team and control format in advance. So promo campaign organisation, promo staff provision, merchandising organisation and POSM materials production don't turn into a set of scattered last-minute actions.
Audience
Why the project's audience matters more than a nice format description
For the «Merchandising and execution control» project, the script, mechanics and visual delivery are built around real people: shoppers and visitors of retail points. That way the project works not only in the report but in the moment of contact.
Report
Reporting begins at the project planning stage
Photos, video, KPIs, statuses, closing documents and conclusions must be designed before launch. Then the final report on the «Merchandising and execution control» case study becomes proof of the result, not a formality.