A street team is a term used in marketing to describe a group of people who hit the streets promoting an event or a product. Street Teams are promotional tools that have been adopted industry-wide as a standard line item in marketing budgets by entertainment companies, record labels, the tech industry, corporate brand marketers, new media companies and direct marketers worldwide. The music industry is now seeing a boom in the use of large street teams to reach out to fans and improve sales among the fewer, harder-to-reach fans internationally.
Successful Street Teams Part 1 – Planning Your Promotion
What do street teams do?
Some street team job duties may include:
What are street teams?
Street teams are a collection of volunteers who promote brands, companies and individuals. The name comes from the concept that these individuals go to the streets to provide word-of-mouth advertisements. Many musicians and other artists use this promotional tool to reach potential consumers. Street teams are a form of grassroots marketing that targets a niche group.
Benefits of using street teams
The following are some ways using a street team can help you:
Save money on advertisement
Since street teams are a low-cost way to promote your brand or company, this can be a way to save you money. Often times volunteers work for free in exchange for gifts or other forms of compensation. This can be a more cost-effective marketing strategy for those with a limited budget who are just starting their business.
Reach wider audiences
Street teams can help you attract a larger group of people since they go to places specifically to interact with your target audience. These groups tend to be mobile, meaning they travel to multiple locations. Since they have face-to-face interactions with potential consumers, they are better able to develop relationships and build brand awareness.
Unlike traditional marketing methods, such as print advertisements and radio announcements, street teams can lead to quick results. Since these groups target specific groups, they are able to provide them with relevant information to help them make a decision. This high-energy engagement can encourage potential consumers to act right away.
When should you consider using street teams?
Street teams may be effective to use when youre an artist with a new release or upcoming show. Consider using them when you want to increase awareness about your brand or leave a memorable impact on the public. Its also helpful to consider using this tool when you notice you have a lot of tasks to accomplish in a limited amount of time. A street team can help handle some of your responsibilities for you and elevate stress.
What do street team volunteers get in exchange for their work?
Street team volunteers often receive exclusive merchandise from the organization they promote. This may include concert tickets, band T-shirts and new albums for music groups. Other possible gifts for volunteers of other brands include discounts, samples and giveaways. These volunteers also gain experience in promotion which can help them learn effective strategies and how the process works.
How to build street teams
When building a street team, follow these steps:
1. Define your audience
Before you build your street team, identify your target audience. This can help you determine your marketing goal. Consider factors such as their spending habits, interests and demographics.
2. Make a plan
After figuring out who you want to target, begin making a plan for how you want to use your street teams. Consider what approach you want to take for your promotion and what strategies would work best for you. You can pursue traditional options, such as having team members pass out flyers, or you can take a more elaborate approach, such as a flash mob, to gain media attention.
3. Select your locations
Choose where you want your street teams to go based on your target audience. In order to increase your amount of exposure, consider areas with large foot traffic. You may also want to consider having multiple teams at different locations. Common locations for street teams include:
4. Time it right
Figure out when the best time is to reach your target audience. This includes thinking about when they may go to your selected location and what time of day they may be most receptive to your teams. For instance, if your target audience is commuters, have your street teams out during the early morning and in the late afternoon when workers leave the office. However, if your target audience is college students, you may want your street teams active in the late evenings when students go to bars and restaurants.
5. Assign a street team manager
Hire a street team manager to lead your promotional events. When picking a leader, find someone who knows the area well. The hiring manager can assist you in finding high-traffic areas and handling other related logistics.
6. Select your team members
Begin building your street team by choosing people who can best represent your brand and image. Often these can be fans and advocates who support your mission. Look for individuals who can be engaging and are able to approach others.
7. Obtain permits
Depending on where you plan to have your street teams be, you may need to get a special events permit. If you plan to have teams in public spaces or streets, consider contacting your local government agency. You can also contact the management or administration if you plan to hold activities at a private location, such as a college campus or event venue.
8. Give direction
To help your street team succeed, clarify what you want them to accomplish and their overall purpose. This may include giving them a script to follow when interacting with the public. Since their time with others is short, keep your talking points brief.
9. Establish goals
Set goals for what you hope to have your street teams accomplish. For example, you may want them to distribute 500 samples. Make sure your team knows what you are trying to achieve and implement a system for tracking your metrics.
How much does a street team cost?
What is a digital street team?
How do you organize a street team?