Street marketing has been around for a long time, but is still one of the most common strategies used by companies to attract customers. Even with the evolution of technology and the growth of digital marketing, it still has an important place in commerce. Moreover, street marketing is not limited to the distribution of flyers in the streets. It can be organized in one and a thousand ways to awaken the senses of passers-by and incite them to buy.
WHAT IS STREET MARKETING?
Let’s start with the very definition of street marketing. It is a marketing strategy that uses the street as a communication channel. Hence its name: street marketing. In its early days, street marketing was limited to the distribution of flyers to promote a company, a brand, a product, an event or a promotional offer. Nowadays, street marketing can be organized in a different way to reach the emotions of passers-by. We must not ignore the fact that consumers do not buy only out of need. Beyond pragmatism, many are naturally drawn to emotions. We create campaigns that don’t just grab the attention of passers-by. We insist on the side that allows us to generate emotions with them. The goal is to awaken all the senses of the consumers. When they see your campaign, they should feel touched, concerned, amazed or even surprised. They will then want to know more about the company and its offers. You must then induce them to buy thanks to the contents of the advertisement. In this case, you need to use creativity and originality to succeed. To achieve this, you need to define the target, find the ideal place to reach it, find out about the weather so as not to spoil the activity, encourage interactivity rather than one-way communication and film the event. You can then use the video to relay on social networks.
WHAT ARE THE ADVANTAGES OF STREET MARKETING?
There are many different marketing strategies, especially posters and commercials. As a result, consumers have become less receptive to advertising suggestions. It is no longer a question of simply attracting the target’s attention. It’s about having a greater impact by touching emotions. Organize street marketing in a place and at a time when consumers least expect an advertisement. You need to surprise them and create a great deal of interest in them. Then, you need to focus on interaction so that customers are an active player in the purchase. Let them express themselves by approaching them tactfully. Instead of bombarding them and extolling the advantages of your offer, let them talk about their needs and expectations regarding the product or service in question. Finally, note that street marketing is cheaper than other communication campaigns. Street marketing takes place in a smaller location so that you can control the exchanges, because it is not purely mass communication. You can limit yourself to four or five speakers to exchange with consumers, one person to take photos and film the event.
HOW DO YOU CARRY OUT STREET MARKETING ACTIONS?
Several forms of action exist to reach your consumers. First of all, you can opt for happening or event marketing. It allows you to arouse emotion, impress consumers and create dialogue. All this helps to develop awareness of the company and your brand will be strongly anchored among consumers. For example, you can organize a concert in an atypical place with artists known to your target, organize a flash mob in a shopping mall or organize a fair around your company, your products and services with robots that will entertain and serve the public. Then you can adopt the pop-up store. You create small ephemeral shops in the form of a container for example. They represent your company, your shop or your brand where you can meet your customers/prospects in an atypical place. You can install your containers on a famous square, on the beach or in a park. Then you can divert street furniture such as station benches or pedestrian crossings in the image of your brand so that it remains anchored in the customer. Finally, you can use virtual reality to make yourself known to consumers.
WHAT ARE THE LIMITS OF STREET MARKETING?
Street marketing is a very fashionable phenomenon, but it also has its limits. It certainly makes it possible to reach consumers, but it is not always easy to measure the impact on subsequent sales. Moreover, not all consumers have the same perception of street marketing. Some may even consider it too aggressive because of the omnipresent advertising. To do this, you need to measure the intensity of the advertising and be original so that you can create a good buzz and not a bad buzz.