Street team marketing is a type of guerrilla marketing that has been around for a long time, in fact, it’s one of the oldest live marketing tactics around. Hitting high-foot-traffic areas allows brands to get products directly in front of their target audience where they work, live, and play. It’s this that makes street team marketing one of the most effective ways to connect with consumers and create brand awareness.
Marketers dig street team marketing for a few reasons.
The sky’s the limit when it comes to what type of interactive experience your team will create on the ground. And while it is relatively simple to plan a street team activation, there are a few things to think about; branding, staffing, messaging, location, permits (unless you like living on the edge), and it will take a lot of imagination.
Event marketers and event staffing agencies will tell you, from experience, there are street team marketing do’s and don’ts that you’ll want to consider.
DO make a hearty effort in the initial planning stages. Research your target audience and where they work, where they live, where they hang out, and when they are out and about. You’ll also need to research what permits you may need, how many samples you’ll need, branding materials, basic logistics, and so on.
DO think outside the box. Be innovative. You don’t need to reinvent the wheel, but you can use what works from past experiences to create something new and unique. If this is your first street team rodeo, talk to people who have been a part of a street team activation before – marketers, event staffing agencies, event managers, etc.
DO take your time. Take your time finding awesome brand ambassadors for your street team, where to best reach your audience, and the logistics of your activation. In doing this, you cover all of your bases and are able to think through decisions, which will set your activation up for success.
DO set goals. Street team marketing is measurable, and you need to set goals for your event. Your goals should be based on what you want to get out of the activation. Is the number of impressions made or maybe the number of samples your brand ambassadors distributed? It’s exciting to look back and see how far you’ve come, what goals you reached, and how you can improve in the future.
DO offer freebies and incentives. Everyone loves free stuff and it resonates with consumers. Give away free samples, offer a freebie in-store with a digital coupon, encourage a social post with a hashtag for a free item. Additionally, to help you reach your goals, incentivize your brand ambassadors for reaching their goals, maybe it’s a monetary bonus or a small gift card.
DON’T underestimate mother nature or local authorities. Do you have a backup plan if it rains or if your street team is asked to leave a certain location? You should.
DON’T forget that your event staff, your brand ambassadors, are the face of the street team activation. They can make your event successful or they can make it fail. Make sure you or your staffing agency has a team of passionate, charismatic, and well-spoken brand ambassadors to represent your brand in the best light.
DON’T put all your eggs in one basket. For example, don’t ship all of your materials to the event manager. What if they have car trouble and can’t make it? A better solution is shipping to a storage facility. This way, if there is a last-minute change, a new manager can easily step in and pick up the materials. Diversify on all fronts.
DON’T flip out if things don’t go according to plan. Things can change, and you have to roll with the changes and have a backup plan. Adaptability and flexibility is an absolute must when it comes to street team marketing.
DON’T be too rigid. Give your street team flexibility to move around. Just because you think an area may have a lot of traffic doesn’t mean it will. Trust in your event manager or your street team brand ambassadors to make adjustments during the activation.
Street team marketing is about getting boots on the ground, generating buzz, and engaging with consumers. It doesn’t take a rocket scientist to create a successful street team marketing event, but it does take research, dedication, and a certain level of skill to pull off these one-of-a-kind events. By following the street team marketing do’s and don’ts listed above, you’ll be well on your way to a successful street team event!
When it comes to staffing your street team marketing activation, you’ll need an event staffing agency that you can count on. With so many staffing agencies to choose from, you’ll need to research which one can meet your needs. Thoroughly vetting your vendors is one of your best investments when it comes to planning your street team campaign.