Think about what you can offer to catch the attention of passers-by.
4.- Do not disturb
Many of the campaigns are based on interaction with the public.
However, it is very important not to disturb those who do not want to participate.
5.- Be careful with the materials
Make sure campaigns can be temporary.
Especially if they alter the public highway, make sure that the actions are reversible.
6.- Align your campaign with the brand values
Maybe you've come up with something brilliant, but before you get down to work, ask yourself: does it convey your image?
Consider that these types of actions usually have a great impact on the values that are communicated about the brand .
Create something consistent with your style and personality.
7.- Sharing is living!
Make sure your plan is potentially “shareable.”
What's more, don't leave everything in the hands of users and take care of documenting everything and uploading it to your networks.
Types of street marketing
By having such a creative approach, we could think of thousands of different categorizations for Street Marketing campaigns.
Although, for my part, I will distinguish five main lines:
Awareness.
Creation.
Exposure.
Disturbance.
Experimentation.
Let's analyze them!
1.- Awareness
This category would include all those campaigns whose objective is not to promote a product or service, but to create an opinion or put a certain situation (generally inequality) in the spotlight.
I would particularly highlight those actions related to sustainability, defending the rights of disadvantaged groups or those focused on promoting and improving animal welfare.
Of course, these campaigns can also have a commercial focus; for example, if we work on green marketing strategies .
A great example of an awareness campaign is the one you can see philippines telephone number in the following photograph.
Street marketing as an international strategy - WWF example
Held by WWF, the action, with the slogan "Are 1,600 pandas too many?", transported 1,600 (the number of these animals living in the wild at the time) panda-shaped paper figurines around iconic locations around the world.
It is a great example of a large-scale international street marketing campaign that lasted a very long time (from 2008 to 2016).
These pandas travelled from Paris to Bangkok, stopping in cities in countries around the world, such as Germany and China, using a code that did not require any translation.
2.- Creation
These types of actions go beyond pursuing public interaction.
They are encouraged not only to share the message but are also made responsible for creating it.
The advantage of this type of action is that, if we plan it well, the cost will be minimal.
These are, for example, all those actions that take advantage of user generated content .
Such as those that encourage sharing a photograph using certain hashtags or give the public the possibility of projecting their own content through screens, etc.
If you want to go further, you can always give the audience a little push and then let them take the reins.
An example is this campaign that jointly promoted Coca-Cola and the video game Just Dance.