Street promotion, also known as guerrilla marketing or experiential marketing, is a type of event marketing that involves the promotion of a brand or product through unconventional means. This often involves creating an experience that engages consumers in a unique way and encourages them to interact with the brand or product.
What are the benefits of Street Promotion?
- Attention-grabbing - Street promotion can help your brand get noticed and stand out from competitors.
- Cost-effective - Compared to traditional advertising, street promotion can be much more affordable.
- Targeted - By choosing specific locations and times, street promotion allows for targeted marketing efforts.
- Engaging - Street promotion can create an immersive experience for consumers that encourages them to remember the brand or product.
- Social media buzz - Unique experiences often lead to social media sharing which amplifies the reach of your promotion beyond those who attended.
How is Street Promotion executed?
Street promotions can take many forms but often involve creating an interactive experience within public spaces such as parks, city streets, and shopping areas. Some common strategies include:
- Pop-up events
- Flash mobs
- Interactive installations
- Branded stunts
- Ambient advertising
What are some examples of successful Street Promotions?
- Nike’s Run Club – Nike created a weekly run club in major cities around the world that allowed runners to join for free and participate in group runs led by professional coaches.
- Coca-Cola's Small World Machine – Two vending machines were set up in India and Pakistan connected by live video feed, allowing citizens from both countries to interact with each other.
- IKEA's "Real Life" Series – IKEA created a series of rooms based on popular TV shows where customers could experience their furniture in real life settings.
How does Street Promotion compare to Traditional Marketing?
Street promotion is often more affordable than traditional marketing channels such as print or TV ads, and can often reach a more targeted audience. Traditional marketing can be effective, but it may not always create the same level of engagement and buzz that street promotional events provide.
What is Brand Activation?
Brand activation is the process of bringing a brand to life through experiential marketing strategies. Street promotion is one form of brand activation that can help create memorable experiences for consumers that lead to increased brand awareness and loyalty.
Why is Street Promotion an Effective Marketing Strategy?
Street promotion allows brands to create a unique experience for consumers while also generating social media buzz and word-of-mouth referrals. By engaging with customers in an unconventional way, brands can stand out in a crowded market and create lasting impressions.
References:
- Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business by Jay Conrad Levinson
- Experiential Marketing: A Practical Guide to Interactive Brand Experiences by Shaz Smilansky
- The Event Marketing Handbook: Beyond Logistics & Planning by Allison Saget
- Brand Activation: Implementing Effective Integrated Marketing Campaigns by Ray Welling
- Street Marketing™: The Future of Guerrilla Marketing and Buzz by Marcel Saucet
