Street Marketing aka Point of Presence (POP) Marketing
Why Street Marketing?
Tourists are looking for something interesting, fun to do, or good eat an drink… and a deal. Point of Presence (POP) Marketing, also now as street marketing reaches potential customers at the right-place and at the right-time for immediate results, and it’s easy to track results and manage costs. It is also practical and simple to integrate and link your online and offline marketing strategies.
Procedures for Smart Street Marketing
Identify public places where the campaign can be developed, such as, Old San Juan, the many beaches of Puerto Rico, at local cultural events, and at public park spaces. Street marketing events can also involve unusual activities and use technology as part of the events. The purpose is to increase the value of the campaigns and get potential consumers’ attention.
Use Street Marketing to Gain a Competitive Advantage
Street marketing is also ideal for identifying opportunities and collecting information about products, markets and competitors. The proactive street team strategy is highly[-effective for achieving quick “ground-level” results and real-time data.
There are various examples of strategies that are used in street marketing. One of them is to provide offers to increase sales. In many cases, businesses do not only supply their products or services to be recognized, but they also offer other things for free. Another instance is to present a fundraiser offer. The point of this strategy is to help other organizations, such as schools, by offering them money. Most companies implement this method not only to increase their sales, but to improve their reputation and image among the community.
When doing street marketing, organizations also consider focusing on the psychological approach. For many companies, this implies if they are having success or not. Street marketing focuses on some psychological aspects to know customers’ behavior and preferences. For example, certain psychological areas study how people’s brains are divided: 45% of people are left-brained, 45% are right brained, and 10% are balanced. Left-brained persons tend to be logical, right-brained ones tend to be emotional, and the rest combine the two. Then, according to the product or service that enterprises provide, and also the kind of customer, businesses decide the way they are going to manage their street marketing campaigns. Besides, almost all the enterprises base their street marketing campaigns on repeating the messages they spread among their customers. Repetition is related to the unconscious part of the mind. This is the one in charge of making decisions. It lets people know what they are going to choose, as well as what they are going to buy. Businesses follow the principle that establishes that, the more people paying attention to the campaign, the more possibilities that campaign has for being remembered.
Examples of Street Marketing
There are various organizations who have implemented street marketing strategies. The majority of them are small companies, but there are also big companies that have involved in the street marketing environment. Most of the examples of the strategies that both small and big enterprises have put into action include costumed persons, the distribution of tickets, people providing samples, among others.
Samples and Hand-outs or Flyers
As stated before, one street marketing conventional method that is used by many businesses is to provide fliers. The goal is to create awareness on the customers about what the enterprise is doing
Flyers vs Newspaper Ads
Other businesses apply the technique of sending disguised people to promote things on the streets.
Guerilla Marketing – The Prince at the Book Fair
For example, Match.com organized a street marketing activity in the “Feria del Libro” (“Book Fair”) in Madrid. It consisted of a man dressed like a prince who was walking among the crowd looking for his “real love”. He had a glass slipper and even got to try the shoe on some people. A woman behind him was giving bookmarks to the people which contained messages such as “Times have changed; the way to find love, too” or “You have been reading love stories all your life; experience yours on Match.com”.
Guerilla Marketing – “Avestruz” The Ostrich
Also, in Madrid and Barcelona, Nokia developed a campaign called “Avestruz” (“Ostrich”) to promote the 5500 and 5700 mobiles. In the campaign, a group of real-size ostrich puppets tried to interact with young people in order to let them know these mobiles provide a high-quality MP3 playback. The puppets were holding their own telephones and listening to the music. When a young person appeared, the puppet tried to catch his/her attention to show him/her the quality of the mobile.
There are enterprises that disseminate passes or tickets to different events. For example, Sony invests on joining promoters and tells them that they have to infiltrate in public meetings. What they have to do is to distribute free tickets to concerts and other musical events sponsored by the company.
Marketing with SMS Text + Street Teams
Another instance is the Spanish company Clickair (an extension of Iberia airlines), that developed a campaign in which a group of five people had to walk through Barcelona streets dressed as Euros. The group was supplying approximately 3,000 tickets to promote different Clickair destinations. The people who first sent a SMS message with the required information would get free tickets to go on a trip. In the end, the company received a total of 3,390 messages.