Street Marketing and Sampling

Music bands were the first to use street marketing to spread the word - inform people about their concerts and recordings. People pass on information by word-of-mouth, talking to their friends and family. Originally, a street team was a grassroots organization (an informal group of unpaid volunteers). The teams are not normally paid for their grassroots promotional efforts but are rewarded with free tickets ad merchandise (or swag) such as CDs and T-shirts.

Professional street team management firms have now adopted the concept. These professional street teamers are often called street marketing groups. They can help get the word out about (or publicize) an upcoming event or new products and services.

Marketing managers choose this form of direct marketing for various reasons:

• to build awareness, or knowledge, of a product amongst a specific demographic – for example, men aged 25 to 35

• to increase the purchase consideration (get consumers to consider buying a product)

• to create a buzz so that the target start to talk about the brand

• to establish a dialogue with potential customers (start talking and listening to people’s opinions about the brand)

• to turn consumers into brand ambassadors who will relay or pass on the brand message

• to build the credibility of a brand by convincing influential and trusted peer members – people of the same age or with the same interests – of the advertiser’s target market to use the brand.

Street teams operate in high traffic areas where the target audience work or relax, such as festivals, concerts, trade fairs and shopping centers. Street marketer uses a variety of guerrilla, or unconventional, marketing activities to attract the attention of their target or to get in their faces.

• Product sampling – street teamers give out, or hand out, free samples.

• Posting, or putting up, stickers and posters.

• Collateral distribution – hand-to-hand distribution of flyers, postcards, leaflets and small gifts, also called giveaway or goodies.

• Costumed actors and wrapped vehicles to create a brand experience.

Comprehension questions:

1. Who was the first to use street marketing?

2. What do professional street team management firms do?

3. What reasons does marketing management choose street marketing for?

4. How do street teams operate?

Referring to Unit 4

Public Relations and Lobbying

Public relations (PR) involve establishing and maintaining goodwill (a good reputation) and understanding between an organization and its publics. Public relations firms are experts in media relations, public affairs, and advising on strategy towards public authorities.

Public relations firms and agencies can:

• advice clients on media relations, giving advice on how to build good working relationships with journalists

• provide media training, teaching people how to work effectively with the media

• design media kits to give journalists background information on the organization

• organize press conferences or media briefing to answer questions from journalists

• write fact sheets with information about a specific topic

• prepare news release or press release – written or recorded statements given to the press.

Lobbying is the process of seeking to influence policy-makers, the people who decide government legislation, and to influence voting. Lobbying is the business of professional lobbyists or public affairs consultants – often former ministers who have contacts with politicians. Many private sector companies, non-profit organizations or even oversees governments employ public relations firms to lobby on their behalf – that is, to promote their interests – to maintain relationships with policy-makers and to influence the decision-making process (how people make decisions).

Inside lobbying is making a direct appeal to legislators to support your cause. The objective is to convince policy-makers to speak on your behalf or to be an advocate for your cause – that is, a supporter of your cause. Inside lobbying tools include influencing politicians through campaign contributions, supplying research and information to support your arguments, and giving testimony.

Outside lobbying aims to influence policy by mobilizing public opinion (getting the public behind a cause) or getting activists (members of the public or non-governmental organizations involved in political activity) to put pressure on legislators through letter-writing campaigns or rallies.

Comprehension questions:

1. What does PR involve?

2. What are the duties of public relations firms?

3. What is lobbying?

4. What does outside lobbying aim?