Marketing is an adaptive practice that ends up assimilating the changes that occur around it, whether they are social, cultural or technological; in order to achieve their goals. For this reason it is not surprising that in the current state of society, which is dominated by digital media and smart devices, the idea of marketing is almost completely linked to the digital marketing. However, there are other modalities that maintain their development and management outside this ecosystem, as is the case of the street marketing either street marketing.
This practice, although it may seem adverse to the technological landscape in which we live, has been maintained for years; and remains as one disruption strategy with which brands can generate a greater impact in their campaigns.
What is street marketing and where does it come from?
The truth is that, as with the general idea of marketing, we can trace the practice of street marketing to long before its concept. Since, since always, there has been a need for merchants and businesses to generate an impact on their buyers with the intention of boosting their sales. What they achieved through distributing flyers, shouting in the streets or even with small performances that could capture the interest of consumers.
If we want to place it at a more specific point in time and closer to what is the idea of street marketing that we handle today, we could say that this started in the 50s. Specifically in the of that time, where for the launch of the first sunscreen they used the strategy of going out to the beaches and putting the product directly within reach of the consumer so that he could interact with it.
After this stage, In the 1980s, the term was used for the first time. street marketing in the book “Marketing Guerilla” of Jay Conrad Levinson. From here we have a more complete idea about what street marketing is about, understanding a marketing model that uses a set of strategies and techniques that take place on public roads, that is, the street; in order to generate a deeper impact on consumers. One of the most outstanding aspects of this model is its disruptive and interactive nature, proposing with this more than a campaign, an experience for consumers.
Taking this into account, we could say that street marketing bears some relation to guerrilla marketing. This is based on the fact that both seek to reach the consumer in a more effective and impressive way, through unconventional means.
What are the types of street marketing
As we have said, street marketing consists of implementing different marketing strategies on public roads, achieving direct interaction with consumers. Some of the most common, and most basic, formats for doing this is the distribution of brochures and other types of print advertising; Likewise, the stands They are also widely used to materialize marketing campaigns on the street, proposing a strategic point for people to relate to a brand or product.
From its evolution and an experiential approach, street marketing has gone beyond these practices, even changing the way they see the street to comply with their strategy. In this way we could compress the practices of this model in the following 4 formats:
Performance
Includes those strategies that usually deserve a staging, and in which a specific story is created that can include the public. These types of strategies can generate a great impact, not only at the time of deployment, but later due to their diffusion in . In this way, creating a bridge between physical and digital experienceexpanding the reach of campaigns.
unexpected
As their name indicates, they are campaigns that use the element of surprise to reach the audience. In the first instance, they may not be seen as a promotional strategy, which allows them to generate a greater impact on the public.
originals
For original campaigns the goal is change a day-to-day item for the product you want to promote, or something related to the brand. Generally, they use the change or modification of furniture and urban spaces, whether: bus stops, fences, stairs, zebra crossings, advertisements, walls, fire hydrants, etc.
Collaboratives
These campaigns are focused on integrate the public, in order to establish a connection with them. For this they use games, contests, community projects and other dynamics in which people passing through can be incorporated.
Examples of street marketing in Spain
Nivea
In 2012 the renowned brand of cosmetic and skin care products brought together more than 14,000 people in Valladolid to celebrate its 100-year history. This in order to break a Guinness record, by keeping 14,993 balls in the air for 10 seconds. This campaign is presented as an example of collaborative street marketing.
Warner Bros
Another interesting example is the promotional campaign carried out by Warner Bros for the premiere of the film “The Great Gatsby” in 2013. In this campaign, a staging simulating the 1920s, with a series of actors interacting with subway users at the station Shut up. Likewise, a setting work was carried out to adapt the aesthetics of the subway to that of the film.
KFC
During March 2022, Spain presented a meteorological phenomenon that had not happened for decades, it was covered for a couple of days by a haze coming from the Sahara desert. The response of the KFC fast food chain to this was to give away some pieces of chicken to those who passed by its restaurants with the letters of KFC drawn in the dust settled on his car.
Let’s do one thing: if you stop by any KFC Auto with a battered car and the letters KFC painted with your finger, we’ll give you two chicken strips with the real batter. It is not a joke. Restaurants are already notified.
— KFC (@KFC_ES)
eDreams
The airline eDreams also knew how to make use of the Madrid metro for its street marketing campaigns, with “Welcome aboard eDreams flights!” In this campaign, a crew from the company boarded the subway cars and pretended to be on a flight, ending up giving gifts to those present for having “flown” with them.
McDonald’s
In 2015 McDonald’s carried out a promotional campaign in Madrid, as part of a joint event where 24 other cities were connected. In this joined the public in the challenge of completing a giant puzzle that featured his signature Big Mac.
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