BTL and promotional activations
A promotion looks simple: a stand, a promoter, a gift. It works only if someone has thought through why a person will stop, what they need to do, what they will get and who will keep count. As a BTL agency, we work out these details in advance and run the promotion on site.
We are based in Almaty and work across Kazakhstan and in other countries of the region.
Our clients include
A conversation on the spot
Media advertising speaks to people from a distance. BTL is a conversation on the spot: at a stand in a shopping mall, in a brand zone at a competition. People try a product, take on a challenge, vote, collect a prize. For them, the brand becomes something that happened to them, not something they saw.
If the project centers on interactive mechanics or technology, it is a brand activation. If it is a brand space at an event, it is a brand zone. A promotion can include both, but it rests on a clear rule and on the people who explain it.
How we build a promotion
The rule
One condition a guest understands the first time: what to do and what they get for it. At Shymbulak, it was this: ride the ski simulator for five minutes and get a prize.
People
Promo staff greet guests, explain the rule, help them complete the task and hand out prizes. We provide the staff, usually through partner agencies, though we also have our own talent pool, and organize their work on site.
The location
A shopping mall, a ski resort, a competition venue. We choose the venue to fit the objective and handle all arrangements with it.
Materials and gifts
Branded materials, a photo zone, merchandise and prizes. For Visa at Shymbulak, that meant 100 hoodies, 150 T-shirts and backpacks.
Tracking
Registration gives a promotion its numbers. At the Visa football camp, every participant registered with a photo, so we know the result: more than 1,000 participants. The report includes photos and video, plus numbers if the mechanics made it possible to collect them.
BTL event formats
Promotions and tastings
In shopping malls and at sports events: wherever a product can be shown, sampled or handed out as a reward for taking part.
Contests and voting
When participation stretches over time: online applications, selection, voting and a live final.
Prize draws
Promotions with a prize fund and official rules, from entry terms to awarding the prizes. We have also run prize draws with major prizes such as cars and apartments.
Promo zones at events
When the brand is a partner of a competition or festival and needs a place where guests will stop. For more about the space, see the brand zones page.
Projects
Visa Asia Triathlon Cup
Two days of competition and a Visa zone at the venue. On this project, we provided promo staff, branded materials, a photo zone and filming.
Visa Olympic Shymbulak Activation
A Visa zone right at the ski resort. We prepared branded gifts for participants and apparel for the team, and organized the staff’s work on the slope.
Visa Football Camp
An activation in a shopping mall with digital tracking of results. We built the registration platform, organized production and coordinated the zone throughout the project.
Promotion budget
We don’t have a price list: the budget depends on the cities, the number of locations and days, the mechanics and the prizes. It covers contractors, production of materials and merchandise, venues, equipment, logistics, taxes and our fee. We design and run the promotion; production and equipment are handled by contractors.
Questions about BTL and promotions
How much does a BTL promotion cost, and what does the budget include?
The budget for a BTL promotion depends on the cities, the number of locations and days, the mechanics and the prizes. It covers contractors, production of materials and merchandise, venues, equipment, logistics, taxes and our fee. We run promotions from Almaty, across Kazakhstan and in other countries of the region. For an estimate, tell us the product, where and on which days the promotion should run.
Who provides promo staff for a BTL promotion?
ROI Group provides promo staff for BTL promotions, usually through partner agencies, and we also have our own talent pool. We organize their work on site: greeting guests, explaining the rule, helping them complete the task, handing out prizes. At the Visa Asia Triathlon Cup, we provided promo staff, branded materials, a photo zone and filming for the two days of competition.
How do you design promotion mechanics people understand the first time?
Promotion mechanics should fit into one condition: what to do and what you get for it. At Shymbulak for Visa, it was this: ride the ski simulator for five minutes and get a prize. The prizes and gifts were 100 hoodies, 150 T-shirts and backpacks.
Do you run prize draws with major prizes?
ROI Group runs prize draws with a prize fund and official rules, from entry terms to awarding the prizes. Prizes have included cars and apartments. There is no case study on the site, and we do not name the clients behind these promotions. Contests with online applications, selection, voting and a live final are also among our BTL formats.
What does a promotion report include?
A promotion report includes photos and video, plus numbers if the mechanics made it possible to collect them. Registration helps with the count: at the Visa football camp, every participant registered with a photo, so we know the result. There were more than 1,000 participants. We plan how to track participation in advance, along with the promotion’s rule.
What are you promoting, and where?
Tell us the product, the city and the dates for the promotion. We will suggest the mechanics and estimate the budget.
Discuss a promotion2. What data. The name, company name, phone number, email and task description that you submit through the form on roigroup.agency.
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Date: October 25, 2026.