Street marketing is a form of “  guerilla marketing  ” that uses non-traditional methods to promote a product or service.

What do we mean by guerrilla marketing? It is quite simply an unconventional form of promotion, the main characteristics of which are the effect of surprise and the presence of unusual interactions in the city. It is a term that was popularized by Jay Conrad Levinson, in his book written in 1984 and titled Guerilla Marketing. In this book, the American author specializing in business and marketing gave the following definition: “It is an advertising process based on innovative, unconventional and low-cost marketing techniques, aimed at obtaining maximum exposure for a product “.

Among the sub-categories found in this set of guerilla marketing, we can cite environmental marketing (also called  place-based  marketing, which blends into a particular environment), ambush marketing ( “ surprise  ” campaigns  , carried out most of the time without authorization or consent, as in an ambush, and which can also be illegal sometimes), and of course street marketing, which we will focus on. Let us note all the same that these subsets can overlap, in particular because very often, this type of advertising action takes place in the street.

What Is Street Marketing?

As we saw in the introduction, the goal of street marketing for a digital agency is to use non-traditional advertising methods and spaces to attract more attention to an advertising campaign. Unlike guerrilla marketing which can also be done online, street marketing is limited to the streets and busy public places. Everything in the public space can be used by brands to promote a Central African Republic Email List product: garbage cans, public benches, bus stops, public toilets, pedestrian crossings, manhole covers, lamppost, etc.

Central African Republic Email List

It has become increasingly difficult for marketers to find new ways to reach audiences as the effectiveness of traditional advertising has declined. Street marketing takes advantage of this phenomenon by placing advertisements or advertising events in places where people don’t expect to see them. In general, when you think of advertising in the city, you tend to look up to observe billboards, but never see ads on a manhole cover, low to the ground!

However, this is the bet made in New York by a brand specializing in pipes, plumbing and water purification, called Roto-Rooter. Unlike the billboard which is unsurprising and mostly insignificant, a manhole cover is such an unexpected advertising medium that once the moment of surprise has passed, you take the time to read the advertising content. Those who did not know this brand will inevitably want to know more about it and its name will remain engraved in their minds. As for those who are familiar with this brand, they can only applaud the originality of the advertising campaign.

Brand Ambassadors

Many companies pay such teams “  brand ambassadors  ” (brand ambassadors) young and enthusiastic that distribute samples and coupons, answer questions and reinforce the image of the brand. Giving customers a chance to interact about a particular brand’s products has a much stronger impact on their purchasing decisions than passive advertising.

The only major downside to street marketing is that it can sometimes be difficult to plan to implement. First of all, a marketer needs to come up with a truly unique idea. Then, the entire marketing team must ensure that the message conveyed will be seen and understood by as many people as possible. If the ad is too obscure or abstract in its design or message, the effect will be zero for viewers.

Who Is Street Marketing For?

Street marketing strategies are available for a variety of businesses. It’s a way of branding your brand that’s inexpensive and limited only by the ambition and creativity of your marketers. In fact, street marketing is accessible to businesses that want to put in the effort. Moreover, the first street marketing campaigns were carried out by small companies who wanted to differentiate themselves from the big brands. It is really a means of communication that makes a difference.

Larger and more spectacular street marketing campaigns and operations, on the other hand, are generally limited to large companies. These have the budgets and the marketing expertise to buy non-traditional advertising space, design public shows and create accompanying digital components. These large companies are also more often associated with traditional advertising methods, which means they have more to gain from breaking out of this mold.

Leave a Reply

Your email address will not be published.