Product sampling
Getting your product into the right hands, store by store, with trial that converts.
Below The Line
BTL marketing that turns a sample into action
Targeted, direct activity that engages the exact audience you want — sampling, in-store activations, roadshows and point-of-sale that drive immediate consumer action and lasting brand recall.
1,200+ sampling days
65 cities
4.8 avg recall lift
3.2x
average sales uplift in stores we activate
Overview
Marketing that meets the shopper at the shelf
Below the line marketing is direct, targeted activity aimed at a specific audience rather than the mass reach of TV or billboards. Instead of buying an impression, we put your product into a shopper's hands — through sampling, in-store activations, roadshows and point-of-sale materials — at the exact moment a purchase decision is being made.
It's for brands who need trial, conversion and recall now: a new SKU that has to be tasted, a category leader defending shelf space, or a challenger buying its way into consideration one shopper at a time. If your growth depends on people choosing you at the point of sale, BTL is the channel that gets you there.
BrandBeam runs the whole thing under one roof — strategists who pick the right stores and cities, a design and production team that builds the POS, trained field staff who represent you like they own the brand, and analysts who track every redemption. One producer, one number to call, no finger-pointing between vendors.
We've delivered activations in 65 cities across Pakistan for the country's biggest FMCG, beverage and durable brands — and we still obsess over the same second: the moment a shopper decides your product is the one that goes in the basket.
What's included
Eight things in every engagement
In-store activations
Branded booths and demos at modern and general trade that stop the shopper.
Roadshows
Mobile, multi-city tours that take the brand experience to where buyers live.
POS materials
Shelf strips, danglers, standees and gondola ends designed and produced.
Field staff
Recruited, trained and supervised brand ambassadors, city by city.
Redemption tracking
Coded coupons, QR and till data tying every sample to a real outcome.
Content capture
On-site photo and film turning every activation into shareable assets.
Measurement
Trials, footfall, redemptions and recall tracked against agreed KPIs.
Why BrandBeam
Built different, on purpose
Right store, right shopper, right moment
We don't spray reach. We use category and sales data to pick the exact stores, cities and dayparts where your buyer is standing, so every sample and every rupee lands on a real prospect.
- Store and city targeting from sales data
- Modern and general trade coverage
- Dayparting to hit peak footfall
Measured, not guessed
We treat BTL like a performance channel. KPIs are set before we start, redemptions are counted live in the field, and every campaign is reported honestly against a pre-activation baseline.
- Coupon, QR and till-data redemption tracking
- Cost per trial and conversion, store by store
- Recall and sentiment measured on the ground
Scales to any number of cities
One flagship store or a fifteen-city roadshow on the same tour kit. Our logistics and regional ambassador roster mean the last store is activated as sharply as the first.
- Reusable, travel-ready roadshow kits
- Vetted, trained ambassadors in every region
- Daily store-level reporting from every city
Process
From brief to wrap in five steps
1
Week 1Brief
We interrogate the objective, target shopper and category picture.
2
Weeks 1–2Plan
Store list, POS design, staffing and a costed plan you sign off.
3
Weeks 2–4Produce
POS production, staff training, permits and logistics come together.
4
LiveActivate
We run it in every store and city, and capture content and data.
5
+1 weekReport
Full redemption readout and a reusable content library.
Featured work
All BTL work
BTL in the wild
Results
What BTL delivers
0M
Samples
distributed & redeemed, 2024
0M
Footfall
engaged in store & on tour
0k
Redemptions
coupons & QR tracked
0k
Leads
captured to CRM
BrandBeam put our new blend into thousands of hands in the stores that actually matter — and handed us store-level redemption data that proved the uplift. Their field teams were flawless from the first city to the last.
FAQ
BTL marketing, answered
Every sampling day runs on a documented hygiene protocol — sealed product handling, gloves and sanitiser stations, cold-chain where needed, and daily checklists our supervisors sign off. For food and beverage we align to the brand's food-safety standards and keep batch and expiry records for full traceability.
Wherever your buyer already is — modern-trade stores and hypermarkets, neighbourhood general trade, universities, offices, transit hubs and high-footfall events. We use category and sales data to pick the exact stores, cities and dayparts that convert, rather than spraying reach.
We recruit brand ambassadors city by city, then run product, pitch and hygiene training plus a mystery-check before they go live. Supervisors manage every team on the ground, and daily reporting keeps quality identical from the first store to the last.
Yes. We wire redemption tracking into every campaign — coded coupons, QR scans, app redemptions or till data — and read it against pre-campaign baselines so you see genuine uplift, cost per trial and conversion, not just samples handed out.
We do both. Our team designs shelf strips, danglers, standees, gondola ends and branded booths, then manages print and fabrication with vetted vendors, quality-checks the run and handles nationwide dispatch and in-store installation.
We agree KPIs before we start — trials, footfall, redemptions, leads, cost per contact and recall lift — count them live on the ground, and deliver a wrap report with store-level data and a reusable content library so the next campaign starts smarter.
Related services
Often paired with
Ready to put your product in the right hands?
Tell us the brand, the target shopper and the cities — we'll build the campaign.