Street team marketing can be a challenge. While a street team is an excellent way to allow consumers to interact directly with a brand, in order to be effective you need to capture people’s attention. Many companies stand out using stunts or other head-turners to surprise and delight passers-by. Everything from large-scale PR stunts to B-boying street teams have been used to get people to stop, look and listen.
Show-stopping acts that engage the senses are almost guaranteed to earn audience engagement – for a little while. The hard part comes right after that, when companies need to maintain the public’s interest and deliver a memorable and compelling brand message.
So while it’s tempting to get caught up on your next event trick, it’s critical to focus on core principles. Keep your event visitors focused on your brand with these proven street engagement techniques.
1. Build a team that understands your goals
Street teams often act independently from each other, which means that your brand is literally in their hands as they engage people. They rely on what they know about your brand so it’s important to clarify goals, rules, and procedures from the get-go.
Start at the beginning: the hiring process. The event producer needs to pick experienced, qualified people to join the street team. Beginners are welcome but only if they’re enthusiastic enough to learn and promote the brand. From there, the team needs proper training. Always require proof of retention: quiz them about your event goals, strategies and policies.
2. Make your audience happy
People are busy. So how can a street team convince someone to pay attention to them, especially for more than a fleeting second? One sure fire way is by providing them with offers they can’t resist.
Hand out freebies. Let your street team start the conversation mentioning the word “free” or “50% off”, as these types of words create interest immediately. Be sure to only offer free items that will boost engagement and benefit your brand. Hand our giveaways that people would be able to use in conjunction with your brand. For example, a protein powder company could hand out plastic 32 oz drink cups that could be used to mix their product.
3. Attract with charm and presence
Your street team should have a magnetic presence that attracts people to approach them and continue talking with them. They should be seen as product experts who are fun to talk to.
Invest in event staff training where the street team is encouraged to be themselves while embracing the basics: being confident, smiling often, and making eye contact. Moreover, you can also provide stylish uniforms for everyone such as t-shirts with the brand name and logo printed on them.
4. Maintain neatness
Cleanliness is an important element that is often missed by event organizers and teams. You can’t avoid passersby creating a mess especially if you’ve been handing out flyers in a high-traffic area. Also, you want your flyers and distribution items to be seen by the public as valuable – not trash thrown on the curb. It’s all up to you and the street team to make sure that the areas you visit are left trash-free.
Familiarize your team with trash can locations throughout their route. Remind the team how important it is that any branded items be seen as valuable. Have staff reuse items whenever possible. Provide one team member with a bag that team members can use for trash in the absence of a receptacle.
5. Believe in the brand
It’s hard to promote a brand you don’t believe in. Make sure your street team members learn about how the brand’s products benefit people. Street team members should inspire others to join them in believing in what your brand promises.
Let your street team members know more about the brand by letting them experience the actual products or services. Arm them with convincing marketing collateral and give them succinct talking points with which to highlight your products’ benefits.
6. Go directly to your target market
If you want your event to make an impact, you need to identify the ideal location for your street team to reach your target market.
Identifying the ideal locations to find your target market isn’t just about their age, gender, and other demographic information. You also need to consider their culture, interests, and the behaviors that influence their decisions. Once you have this, you will find the best place for your street team to activate.
Do your research. Ask yourself questions such as the following:
- Why do people buy your product or service? Where do they use it?
- Who are your most loyal customers? Where to they live, work and play?
- What do these loyal customers have in common?
- What are the problems that can be solved by your brand? Is there an ideal place to demonstrate this?
7. Deliver your message in a snap
People have very little free time and all time is seen as a premium. Your street team needs to be quick and clear when delivering the brand message. Whether it’s five seconds or 15 minutes, you can still achieve brand awareness and event goals by using the right words.
Your street team should drop the formal tone when speaking and be allowed to adapt to each person and situation they encounter. Prepare a concise message that you’ve tested beforehand, one that is both easily understood and hooks the listener. Try to create a sense of FOMO (fear of missing out) to keep people’s attention.
8. Schedule the campaign
It’s tough to promote something in the streets if they’re people are not actually around to see it. Schedule your campaign at the ideal time to guarantee high traffic.
Identify your target audience. If they’re college students, consider executing your street team campaign when they are on campus, however do it a little later in the day when fewer are rushing to class. If you’re targeting parents, try a weekend.
9. Have a post-event plan
Consumer engagement doesn’t only happen during your street team marketing hours. Engagement should continue even after the event so your audience stays informed about and engaged with your brand.
Make sure your street team doesn’t miss gathering consumer data, as this is essential in keeping your brand connected and in the know about your potential customers.
You can use mobile lead generation forms that your street team can access through their smartphones. Consumers can provide email addresses in exchange for a digital offer or coupon.
Moreover, encourage your audience to follow you on social media in exchange for freebies. This has the potential to keep people engaged, as well as amplify your reach when they share your offers and content with their own networks.
Are you in the process of planning a street team event? Do you have questions related to staffing and execution? Let EPS help and fill out the form below for a free event staffing assessment with one of our expert team members. We would love to help!