Street Marketing is great! It’s an entirely different way of communicating with your potential target. It comes out of the box, out of the standard formats (paper, digital, audio-visual…). It is creative. It is performance. It is the EXPERIENCE! And it gives you content, much more real, much more engaging.
Not that Coca-Cola is my favourite brand in the world, but the outdoor campaigns captivate anyone going anywhere close its "event-ready" machines. It gets people to experience the feeling of happiness by sharing the activity/refreshment with others, reinforcing Coca-Cola's branding in an extremely positive way. Happiness and shared moments have always been what the brand wanted to be recognised for, so here we go:
Street Marketing is most commonly seen in major cities; but my advice is to learn about all the potential limitations in the space before you go ahead. Because I speak out of experience, make sure you check your plans with the local Council before starting to organise the event.
Every year the Council of the main city in Andorra holds an event called Vivand, which intends to jazz-up the shopping area of a particular street. For this special day, all businesses come literally out to the streets to showcase their services and give-away freebies: from make-up, hairdressing, food tasting, to raffles.
What we did for the client Bingo Cristall, was to repurpose an old vintage slot machine. This event was part of our strategy to change the perception folks had about Bingos and make it look as if it was a “regular” activity (see full story at the reputational marketing article). And with Street Marketing we had the opportunity to give a positive experience to the pedestrians or those who actively participated.