Street team promotions offer companies a relatively easy, low-cost, and efficient way to reach consumers where they work, live, and play. And, unlike most promotional marketing events which are confined to a dedicated space, street teams are completely mobile, giving you more flexibility and a greater chance to reach a broader audience. Incorporating street team marketing into your overall marketing strategy is a smart bet if you are launching a new product, looking to increase awareness for your brand, or simply want to get your brand noticed in an exciting and memorable way.
Setting your street team promotion up for success is pretty straight-forward as long as you set goals and have a clear and actionable plan. Below, we cover some basic guidelines that will help you maximize your results and reach your campaign objectives.
The first step to planning your street team promotion is defining who you want to target. By establishing who your target audience is, whether it’s based on demographics, interests, spending habits, or a combination of all, you have a greater chance of reaching those that matter the most for your brand.
There are several strategies when it comes to street team promotions and how you wish to connect with consumers. Your approach is completely up to you, your budget, and what best suits the needs of your business and your audience. Flyering, product sampling, demos, promotional giveaways are the most traditional methods of street team marketing. But, if you want something a little more elaborate, flash mobs and publicity stunts generate a lot of buzz and can even grab the media’s attention.
Street teams can canvas targeted locations on foot or you can try out the some of the newer trends like deploying your street team on promotional bikes or Segways. Another trend is turning your brand ambassadors into walking billboards.
Since you are targeting your ideal consumer where they work, live, and play, and you’ll want to execute in areas that get a lot of foot traffic. Examples include commuter stations, festivals, areas around event venues and sporting events, busy downtown streets, college campus, ETC. Depending on your budget and your goals, you can have more than one street team activating at any given time, locally or on a nationwide scale.
At this point, you’ve determined your audience, your approach, and your location. Now you need to consider the best time to reach your audience. The best way to do this is to put yourself in their shoes. When are they out and when will they be most receptive to what you are doing? Your street team can activate at any time, but without careful consideration, you’ll either have no people around to promote to or they won’t be in the mood to listen.
Examples of Good Timing:
Trust me, you need a local manager or team lead that knows the area like the back of their hand. A street team manager can do wonders for your campaign and take on most of the logistical burdens. Have them assist you in suggesting high-foot-traffic areas to target and have them come up with a routing plan that makes the most sense. Also, you’ll want to lean on this person to make time-sensitive decisions during the event.
The people making up your street team play a significant role in the success of your campaign. Because they serve as a direct representative of your brand, they must embrace and personify everything about your brand, from your brand’s values to brand image to messaging, and more. You’ll want to train your promotional staff to recognize your target consumer, relay your key brand messaging, and make a positive impression.
There are so many traits to look for when considering staff, but when it comes to street teams, your brand ambassadors need to be extremely comfortable approaching people and highly engaging.
In some locations, you may not need a permit to activate street team promotions, but in others, you will. So how do you determine this? If you’re on public streets or in public spaces, it’s best to check with the local government agency in charge of permitting. If you are at or around a private event venue or on a college campus, you’ll need to check with their management or administration. You can always opt to go in and play dumb (and beg for forgiveness), but just know that your street team may be slapped with a fine if they run into the wrong person. If the street team gets the boot from a location, instruct them (beforehand) to leave quietly and peacefully, and then regroup.
No matter what you choose to offer, whether it’s product samples, giveaways, or discount offers, you will want to make sure that you are giving away something that will resonate with your audience. Give them something that they will actually use instead of something that will end up in the nearest trash can. Your offers should also be easy to store and easy for your street team to transport, too.
Based on you the size of your campaign, what you’re offering, and where you’re activating, you’ll need to consider all logistical elements. This could include shipping and receiving materials, storing and transporting materials, street team transportation if you’re targeting multiple areas, and inventory replenishment. Again, this is why it is important to have a local event manager on your team to help you with the logistics of the event.
It is critical that you provide your promotional staff with key talking points. Tell them exactly what you want them to say to ensure that it is consistent with your campaign and what your offering. Also, keep in mind that your brand ambassadors will have a very short period of time to interact with consumers since they will be on the move. Because of this, you will want your talking points to be short and sweet.
Before your street team hits the ground running, you’ll need to establish goals for your campaign. This could be the number of samples distributed, the number of app downloads, visits to a URL tied to the campaign, or impressions made. Make sure your team understands your expectations and goals and provide them with reporting tools to keep track.
Street team promotions are not a one-size-fits-all by any means. If you take anything away from this article, please note that when executing this type of event, you can’t be too rigid. You have to allow for some wiggle room and will need to prepare to make last-minute, day of decisions. Anything can happen, from weather to street closures to being asked to leave. Just be flexible and always have a backup plan.
Partnering with an event staffing agency that understands the need to find the right people, with the right experience, and skill set is critical. ATN Event Staffing has staffed hundreds of street team campaigns over the years, both small and large scale, in cities nationwide. We go above and beyond to provide the best promotional staff in the experiential and event marketing industry and that’s why clients continue to choose ATN as their event staffing partner.