STREET TEAM MARKETING and Why It's A Favorite
Street teams engage people with samples, experiences, and marketing materials
Take your brand to where people live, work, shop, and play
Create a steady stream of genuine content for Instagram Stories
Inspire people to take action
Get tangible consumer feedback and insights
Lift brand perception, engagement, and sales
Track street team impact with impressions, engagements, and QR promo codes
What is street team marketing?
Street team marketing is defined as the deployment of brand ambassadors to promote events, sample products, and engage people with shareable experiences in public spaces.
Often companies and agencies utilize the terms field marketing, promo teams, or product sampling teams to refer to street team marketing.
Street teams are a form of experiential marketing.
Street team marketing allows brands to engage people on public sidewalks near stores, interact with commuters outside of transit stations, promote popup shops, intercept people heading to events, and target professionals in business districts.
Well-trained brand ambassadors inform people, distribute samples, demo products, engage in meaningful conversations, and influence audiences to take action.
ALT TERRAIN street teams always include an onsite manager to prepare the team, oversee interaction with the public, schedule rest breaks, document the activation, and ensure everything is on point.
Smart activations extract value from assigning social media staff to implement Instagram livestreams to expand reach and engage people digitally in real-time.
Street team marketing services are available in New York City, Los Angeles, Chicago, Boston, Portland, Philadelphia, Seattle, San Francisco, Miami, Baltimore, Pittsburgh, St. Louis, Denver, Houston, Dallas, Austin, San Antonio, Atlanta, New Orleans, Minneapolis, San Diego, Hoboken, Washington DC and dozens of other cities.
Street team marketing strategy checklist
1.) Know your goals
2.) Have a clear and concise brand message
3.) Leverage a compelling call-to-action
3.) Use desirable marketing materials
4.) Outfit your brand ambassadors
5.) Deploy attention-getting hand-held signs or props
6.) Incentivize people to share the brand with friends
7.) Scout locations beforehand
8.) Train your brand ambassadors
9.) Hire an onsite manager
10.) Employ a dedicated team for prep, transport, and logistics
11.) Document everything (e.g., impressions, engagements, feedback, etc.)
12.) Leverage street team activations on social media
13.) Ensure insurance covers the brand, street team, and the public
14.) Include safety and wellness action plans
15.) Debrief team, recap the activation and analyze
Are street teams an effective fit for your brand?
1.) Reach up to 25,000 of people each day in cities such as New York, Chicago, San Francisco, and Washington DC
2.) Face-to-face interactions offer opportunities to create a positive and memorable brand impression
3.) Getting trial size product samples into people's hands is proven to change purchase behavior
4.) Generate attention and engagement in competitive environments
5.) Reach people outside transit hubs, near city festivals, in business districts, and college campuses
6.) Provides quality brand-consumer interaction content for social media
7.) City permits are not needed for most street team marketing concepts
8.) Gather firsthand consumer reactions and insights
Street team marketing services
1.) Street team marketing ideas based on brand identity and goals
2.) Design and production of street team outfits, signs, and props
3.) Logistical support to receive, store, and transport product samples
4.) Street team staffing and training
5.) Activation management, insurance, documentation, and analysis
Street team marketing is possible in the top 50 US cities (e.g., NYC, LA, CHI, ATX, Dallas, SF, etc.) It is often a challenge to connect with people on-the-street in small cities and towns, with the exception of engaging people heading to or from events like city festivals and baseball games.
1.) Share your goals and any ideas you'd like to bring to life
2.) Get the Street Team Marketing rate sheet or a custom solution for truly one-of-a-kind concepts
3.) Once you confirm ALT TERRAIN is the ideal match for your brand, we'll forward the marketing agreement for your review
4.) Ramp up planning, logistics, staffing, and training the two weeks before activation day
5.) Receive real-time reporting each activation day via Slack, plus a recap report with photos, learnings, and ideas to improve
The first step is to assess if a street team marketing approach will meet your brand goals.
If you want to reach new audiences, engage people, reinvigorate interest and create shareable content, then the answer is yes.
Street team marketing works for CPG, DTC, and B2B brands.
Explore ways to enhance and leverage your street team activation beyond simple consumer interactions.
Available in New York City, Los Angeles, Chicago, and every city in-between.
Share with us your street team marketing ideas and desired outcomes.
Activate the streets!
Street Team Marketing definitions:
Product Sampling Team marketing is defined as the planning, staffing, training, deployment and management of brand ambassadors to engage consumers with conversations, samples and marketing materials.
Product sampling street teams typically require a van to transport product samples and serve as a staging area for the team throughout the outdoor sampling activation.
Flash Mob street team marketing is defined as the deployment of a dozen or more uniformly outfitted brand ambassadors to perform coordinated brand stunts, songs, game shows and other acts that ‘surprise and delight’ the public.
Flash mob street teams require a rehearsal day to ensure the activation is well coordinated.
Costumed character street team is defined as brand ambassadors in unique outfits to generate on-the-street attention and drive consumer engagement.
Note that costumed characters often need a dedicated handler to guide them to ensure they all goes well with the activation.
An experiential street team is defined as brand ambassadors equipped with props, games, apps, equipment, and other activities to engage the public.
Simply put, an experiential street team is one that has participation at the heart of the activation.
Event ambush street teams are defined as the deployment of street teams near festivals, concerts and/or sports events that are not officially sponsored by a brand.
Retail Street Team is defined as the deployment of ambassadors to promote retail, restaurant, popups, or other types of establishments.
This form of marketing is particularly effective for highlighting retail sales, in-store events, and brand happenings.
Street team marketing FAQ
Street team marketing is one of the oldest forms of experiential marketing.
It is defined as the activation of brand ambassadors in public spaces to promote a company via conversations, product sampling, and engaging activities.
They can be volunteers, although the most effective street teams are paid, trained, outfitted, and managed to ensure desired outcomes.
Contact ALT TERRAIN for a street team proposal for your brand.
Yes, under free speech laws, you can deploy a street team on public sidewalks in most public spaces.
There are exceptions, such as activating inside parks, or outside certain transit stations.
And, to adhere to the law, street teams should not place anything (e.g. chairs, tables, boxes, etc.) on public sidewalks.
For more details regarding the legality of street teams, please email firstname.lastname@example.org
Street teams are highly-effective for engaging people in city neighborhoods.
To be effective, best for street teams to be well trained, outfitted, managed, plus offer something that piques interest and engagement.
Street teams in New York, Chicago, Boston, DC and many other cities can engage tens of thousands of people daily.
To enhance effectiveness include an irresistible call-to-action along with on-the-spot incentives to share the experience on social.
To track effectiveness integrate promo codes, contests, and sign-ups.
Street teams are additionally super effective for creating brand content, leveraging influencers, and driving in-store sales.
The cost to plan, deploy, and manage a 9-person street team range from $4,500 to $7,500 per day depending upon the city, number of activation days, and other factors.
Note the above range does not include brand ambassador outfits, props, tote bags, and marketing materials.
Reach out to ALT TERRAIN for a detailed street team plan.
1.) Surprise-and-delight people commuting to work
2.) Engage people heading to festivals, stadiums, and conventions
3.) Give people samples or swag they'll appreciate and keep for a while
4.) Utilize questions, games, and quizzes to educate people about your brand
5.) Reach people beyond the street with Instagrammable costumes, signs, and props
6.) Tailor your street team marketing concept to the seasons or holidays
7.) Activate in large groups, flash mob style, to stand out and produce quality content
8.) Give out tote bags and wearables to have the public promote your brand