Street marketing takes the form of operations using urban or at least outdoor elements as a promotional support. The point of this type of communication is to promote a brand, a product or a service. The objective is to make an impression on the public. It can come in a multitude of forms, between animations, the installation of unusual objects and personalized display campaigns, there is something for everyone.

House of the Dragon, the spin-off of the Game of Thrones series, was entitled to its Street Marketing.

Street marketing is of American origin. Coming from the United States, it is used by dance groups and movements responding to mass communication. Subsequently, large multinational groups adopted it. Initially nicknamed guerrilla marketing, the term evolved to become street marketing. Although it was born from a protest movement of SMEs, it has nothing to do with a demonstration, otherwise its origin would undoubtedly be French. 😉

Enough jokes. Street marketing was initially used by small businesses. In fact, it is a solution that required less expense. The solution was to redouble their ingenuity to make themselves known. To do this, small businesses have decided to use street marketing.

Of course this practice is now adopted by large companies. They followed the trend so as not to fall behind in terms of communication.

Now that we know the origins of street marketing, let’s look at the advantages. Why is it an excellent means of communication for a business?

As an SME, street marketing allows you to make yourself known and gain visibility. Unlike aggressive communication, street marketing allows you to create proximity between you and your audience. This marketing allows you to create a direct link with your potential customers.

The interaction between your company and your prospects allows you to forge an emotional bond that allows you to differentiate yourself from your competitors. Street marketing gives you a valuable advantage, that of getting in direct contact with your target.

It is important to create a pleasant atmosphere as well as a dialogue filled with sympathy towards your audience. The objective is to make your brand accessible and give a good image to your company.

You may be wondering why you should use street marketing? This type of marketing operation is ideal for a company seeking to communicate on:

It is an excellent means of communication, however you need to know in what form it will be most effective for your business. We will therefore look at examples of street marketing together so that you can get an idea of ​​the most appropriate communication operation for your business.

This event is often linked to an artistic performance. A Happening can encourage public participation, generating strong interaction with your target. This type of marketing operation is ideal for distributing flyers and goodies.

Displays in places such as bus shelters, metro stations or other places provided for this purpose make it possible to challenge passers-by in their routines. This communication medium requires finding the right message at the right time and in the right place. This form promotes word of mouth in specific geographic areas. Display advertising will boost your credibility surprisingly given that it is a historical means of communication, the general public will take you more seriously.

Now, let's talk about Pop-Up Stores, these ephemeral stores allow your brand to open points of sale for a short period of time and create excitement around new products. This solution is ideal for making your brand known and highlighting new products. But before launching into opening a Pop-Up Store, you need to find the theme, the main reason for launching your pop-up store.

The location of your Pop-Up Store is very important, having a storefront or positioning yourself in a shopping mall will give you a lot of visibility. The Pop-Up Store is easily identified. Indeed, it is erected in an unusual place, disrupting the daily lives of passers-by. Pop-up stores make your brand identifiable.

We often wrongly think that this practice of street marketing is only reserved for large companies, like Nike, which goes so far as to embed a giant soccer ball in a building. Even though larger companies have a higher budget, it is entirely possible to tweak a city's furniture and buildings to reflect your brand. Its origins show us that it is the ingenuity of SMEs that made this practice popular, so arm yourself with your imagination to concoct daring street marketing. Don't forget to contact the town hall before starting your communications operation.

This Street Marketing campaign made by Nike is a little extreme, but makes an impression. Rest assured, successful street marketing does not necessarily imply the destruction of a building.

We find that street marketing is a complete form of communication that creates a connection between you and your audience. However, if you want good results, we recommend that you follow our advice on this matter.

Before starting anything, you must identify your target. Who will you contact? Who is your product made for? Once you have identified your target, you will be able to concentrate your efforts coherently. Follow a guideline in line with your audience and establish a coherent sales message.

Once your target has been identified, we recommend organizing a street marketing operation in a location likely to be frequented by your audience.

Plan ahead and watch the weather. Like any event, the vagaries of the weather can beautify or spoil the party. Favor periods when good weather reigns and avoid rainy days, unless this is part of your strategy.

You need to choose an event that is consistent with your target audience. If you are in tune with the audience you will have more chance of generating an emotional connection.

To maximize the success of a street marketing campaign, establish schedules consistent with your core target. We advise you to share this event, again the choice of distribution method must be consistent with your target audience. You are not going to target the 3rd age and then broadcast your event on Snapchat.

Street art, long subversive, is now a real means of communication. Bring a touch of freshness to your brand by associating it with the vision of an artist for ephemeral communication.

Many brands have already taken the plunge. For example, Louis Vuitton has partnered with the artist Yayoi Kusama. in order to modify the facade of the store on Avenue des Champs Élysées. A brand often partners with an artist to show that it is in tune with the times. This method also shows a certain open-mindedness.

If there's one thing that street marketing allows you to do, it's create a connection with your audience. It is therefore essential to play on the interactivity between you and your audience. So that this marketing stunt creates a unique experience that will remain engraved in memories.

Street marketing is an ephemeral practice. So for your communication operation to continue to be significant, we advise you to have the event filmed. Once immortalized, you can share your event on social networks or your website.

It is essential to notify your town hall or any other authority having a right to the location you intend to use. So that your street marketing takes place completely legally. Doing nice things to make your brand known is good, but doing it according to the rules is better.

If well organized and deployed, street marketing can become an effective communication tool. Indeed, there are many elements to take into consideration. Especially if your goal is to obtain results that meet your expectations. This is why we advise you to call on professionals. So that the organization and implementation of your communication operation are taken care of by people whose job is to promote companies.

If you have a brand or product that you would like to highlight or are interested in street marketing, contact us! We would love to share with you on this topic.