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is to place advertisements such as billboards and static ads in unexpected or random locations, such as down alleys or behind large buildings. Although the ad itself is conventional, the unexpected placement is intriguing and people may take an extra moment to ponder the ad. Street marketing may also use brand ambassadors (typically one that appeals to the target demographic) who give away samples and coupons to customers that stop and take time to answer questions. Street marketing can be used as a general term encompassing six principal types of activities:
82:
SME's was born: “small budget, big results,” which claimed to help many businesses survive in the 1980s and 1990s through these innovative advertising activities. Early on, the distribution of leaflets, coupons, posters or fliers made up the earliest form of street marketing and could be used in a strategic way to advertise to consumers for smaller businesses. The ease of using this kind of advertising strategy triggered a huge increase in the number of small businesses being opened.
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be legal. This includes seemingly simple operations like distributing flyers and handing out coupons. Because of the nature of street marketing, other legal concerns can involve trespassing on private property, defacing private or public property and not getting direct permission from these property owners.
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Of course, a provocative campaign that creates awareness and attention is the primary objective of street marketing. However, advertising that becomes too persistent or intruding might also evoke negative emotions such as disappointment, sadness, anger, and fury. Certain campaigns that receive excess
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Despite the fact that street marketing campaigns can be highly cost-effective and successful in creating brand loyalty, there are legal concerns that can pop up. By definition, street mobilization campaigns require the use of public space, and that use must be authorized by government authorities to
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Plans should take into account global communication; the campaign interacts directly with the customers and media at the scene, and through them has the potential to reach a much wider audience. They may also be developed to identify opportunities and collect information about products, markets and
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Before implementing a street-marketing plan, companies and their marketing firms should understand how they are perceived in the marketplace, how their products differ from those of competitors and what their most-appealing features are, and what markets they want to target. After identifying their
124:
Street marketing has the characteristic of being non-conventional. However, unlike other forms of guerrilla marketing, it is limited to the streets or public places and does not make use of other media or processes to establish communication with customers. One popular technique of street marketing
34:
that uses nontraditional or unconventional methods to promote a product or service. Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing methods such as television, print and social media. Based on the shifting characteristics of
285:
Distribution of fliers can create awareness in consumers. One example of this took place in
Montpelier, Vermont, where the New England Culinary Institute (NECI) sent a group of students to a movie theater to hand out 400 fliers. Those fliers had coupons in which NECI invited people to its monthly
85:
There were two combined factors that carried street marketing to success; the first being that consumers had grown cynical and began to feel overwhelmed by the over-saturation of advertisements; the second was a shifting economic environment that forced businesses to create cost-effective ways to
81:
in his 1984 book
Guerrilla Marketing. Levinson came up with the idea of this new approach to brand promotion when a student of his asked about a book for marketers without big budgets. After discovering that there was no such book, Levinson decided to write it himself. Thus, the new strategy for
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There are enterprises that disseminate passes or tickets to concerts and other events sponsored by a company. A more unusual example is a French fashion retailer which promoted a new store by distributing denim in the neighborhood. An
Italian campaign for a video game plastered the streets with
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in Boston, where the company placed LED placards in the shape of a film character for an upcoming movie campaign throughout Boston in random locations. When these placards lit up they resembled characteristics of explosive devices and resulted in the company paying 2 million dollars in fines.
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hit, many large businesses were forced to cut their communication budgets drastically. In 2012, advertising revenue suffered a sharp drop, with television dropping 4.2% and a 8.1% drop for newspaper and press. These new budget cuts forced larger businesses and corporations to now adopt a new,
294:. It consisted of a man dressed like a prince who walked among the crowd looking for his "true love", and got some women to try on a glass slipper. A woman followed him distributing bookmarks with messages such as "Times have changed; the way to find love, too" with the website's address. In
121:. Viral messages appeal to individuals who already make high use of social networking, and because the messages do not look like traditional advertising the target audience is less likely to ignore them. Guerrilla marketing targets those who are more likely to share the message with others.
74:(small and medium-sized enterprises) who have little or no advertising budget. In the 1960s and 1970s, street marketing was a massive success since many consumers did not inevitably recognize guerrilla activities as an advertisement at this time because of its uncommon nature.
109:, which is about investing time, energy, and imagination into a business campaign. Guerrilla marketing is popular among large and small businesses alike, as it uses low-cost unconventional communications which can provide a higher impact for a given investment. The use of
281:
The majority of street marketing campaigns have been from small companies, but large companies have also been involved. Most of the examples put into action include costumed persons, the distribution of tickets, and people providing samples.
175:
Over the years, street marketing has developed to include campaigns that use the street as a platform for experiences lived by the consumers through interaction with products/brands and the actors or props mobilized for that purpose.
744:
Ay, Canan, et al. “Guerrilla
Marketing Communication Tools and Ethical Problems in Guerilla Advertising.” American Journal of Economics and Business Administration, vol. 2, no. 3, 2010, pp. 280–286., doi:10.3844/ajebasp.2010.280.286.
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competitors. To retain customers, strategies are implemented to prevent losing market position and the street marketing campaign may be augmented with supplemental advertisement through other mediums, such as radio and television.
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Other businesses apply the technique of sending disguised people to promote things on the streets. For example, a dating website organized a street marketing activity in the "Feria del Libro" ("Book Fair") in
511:
Gökerik, Mehmet, et al. “Surprise Me with Your Ads! The
Impacts of Guerrilla Marketing in Social Media on Brand Image.” Asia Pacific Journal of Marketing and Logistics, vol. 30, no. 5, 2018, pp. 1222–1238.,
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and engagement marketing help to heighten this impact. Guerrilla marketing exploits services which already exist, such as social networking sites, to create brand awareness. This could be spread by
50:, which is a marketing strategy of placing ads on unusual objects or in unusual places where you wouldn't usually expect to have an advertisement. Unlike typical public marketing campaigns that use
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modern-day consumers – such as increased product knowledge and expectations of transparency – the goal of street marketing is to use direct communication to enhance brand recognition.
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contact with the customers. The goals of this interaction include causing an emotional reaction in potential customers, and getting people to remember brands in a different way.
712:
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Roux, Thérèse, and Marcel Saucet. “From
Dancing on the Street to Dating Online: Evaluating Guerrilla Street Marketing Performance.” International Journal of Internet
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Product animations – the redressing of a high-traffic space using brand imagery. The idea is to create a micro-universe in order to promote a new product or service.
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attention while also having a negative image could create an impact on the downstream criteria of the chain of effects (e.g., image, purchase intention, loyalty).
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Lothian, Dan. “Turner, Contractor to Pay $ 2M in Boston Bomb Scare.” CNN, Cable News
Network, 1 Feb. 2007, edition.cnn.com/2007/US/02/05/boston.turner/index.html.
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Some street marketing may incite the ire of local authorities, such as when an agency attached a styrofoam replica of a car to the side of a downtown building in
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Event actions – spectacles, such as flash mobs or contests. The idea is to promote a product, service, or brand value through the organization of a public event.
673:
Franch, E. (January 2009). "La
Creatividad de la publicidad exterior: teorĂa y práctica a partir de la visiĂłn de los creativos" [Creativity Theory].
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theme dinners. Another company, Boston's Kung-Fu Tai Chi Club, chose the option of disseminating fliers to promote its self-defense classes for women.
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By definition, unconventional marketing exists in complete opposition to commercial marketing, which stems from the introduction of McCarthy's
302:, a campaign called "Avestruz" ("Ostrich") used a group of life-sized ostrich puppets to interact with young people to promote mobile phones.
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Kim, J., M. Bhargawa and S. Ramaswami, 2001. Advertising productivity: Developing an agenda for research. Int. J. Advertising, 20: 431-454.
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Distribution of flyers or products – this activity is more traditional and the most common form of street marketing employed by brands.
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Katharina Hutter and Stefan
Hoffmann, 2011. Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research.
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191:. Street marketing events involve unusual activities and technology, in order to gain the attention of potential consumers.
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According to
Levinson, a successful street marketing campaign strives to meet any combination of the following objectives:
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187:, sporting events and recreation centers for children. Companies then develop a plan to attract different media and the
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Saucet, Marcel; Cova, Bernard (2015). "The secret lives of unconventional campaigns: Street marketing on the fringe".
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target customers and where these people gather, specific goals for a street-marketing campaign can be established.
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in 1960. Over the last five decades, street marketing has become an evolving topic of discussion, especially among
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46:, which paved the future for unconventional and abnormal brand campaigns. Street marketing is often confused with
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Certain street marketing campaigns that are not executed properly can lead to certain ethical issues, like the
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Hirschman, E.C. and B.B. Stern, 1999. The roles of emotion in consumer research. Adv. Consum. Res., 26: 4-11.
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O'Sullivan, P. and P. Murphy, 1998. Ambush marketing: The ethical issues. Psychol. Market., 15: 349-366.
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Luxton, Sandra Lorraine and Lachlan Drummond. “What is this thing called 'Ambient Advertising'?” (2000).
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Human animations – creating a space in which the brand's message is communicated through human activity.
54:, street marketing involves the application of multiple techniques and practices in order to establish
317:, Texas. For the cost of a small city-issued fine, the company received front-page advertising in the
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Create brand awareness and loyalty through real-life participation in memorable experiences.
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Roadshows – a mobile presentation, often using atypical transportation such as a taxibike,
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Marketing and Advertising, vol. 14, no. 3, 2020, p. 336., doi:10.1504/ijima.2020.108726.
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unconventional way of advertising and promotion in the form of street marketing.
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Generate "buzz" or word of mouth around a product, brand, cause, or institution.
713:"La identidad urbana vista como elemento estratégico del marketing de ciudades"
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860:[Flyers: effective marketing method] (in Spanish). Leon, Guanajuato
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715:[The urban identity as a strategic element of Marketing in Cities]
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Ries, A. and J. Trout, 1986. Marketing Warfare. McGraw-Hill, New York.
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The concept of "street marketing" was first mentioned and analyzed by
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Communicate with consumers in their natural, day-to-day environment.
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858:"Volanteo, Efectivo Metodo de Publicidad Segmentada y Economica"
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416:. New York, New York: Houghton Mifflin Company. pp. 1–89.
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Public places for the campaign should be identified, such as
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A stencil on the ground, promoting a documentary in Belgium
895:"Houston Issues Ticket To A MINI Cooper Parked On A Wall"
648:. New York, New York: Houghton Mifflin Company. pp.
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Uncovered actions – the customization of street elements.
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This style of marketing grew in popularity in 1986 when
837:[Guerrilla Marketing with post it] (in Spanish)
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617:"Segment the Target Market in Your Business Plan"
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919:Street Marketing | what is Street Marketing?
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692:[Marketing Time] (in Spanish)
595:"Street Marketing for Small Business"
486:Asian Journal of Marketing, 5: 39-54.
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883:. ABI/INFORM Global. pp. 36–40.
384:Journal of Marketing Communications
214:2007 Turner Broadcasting Bomb Scare
183:, cultural events, places close to
95:Comparison with guerrilla marketing
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105:Street marketing is a subset of
879:Gibbons, V. B. (October 2010).
512:doi:10.1108/apjml-10-2017-0257.
615:Berry, T. (10 December 1999).
394::10.1080/13527266.2014.970820.
1:
526:"What is Guerrilla Marketing"
310:shaped like game characters.
856:Pixel, P. (2 October 2009).
719:(in Spanish). Archived from
835:"MK de guerrilla con notas"
833:Blocs, M. (19 April 2010).
809:"Sobre el Street Marketing"
16:Form of guerrilla marketing
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711:Tanda, J. D.; Marrero, M.
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688:Villa, C. (March 2010).
677:(in Spanish) (22): 1–18.
348:Out-of-home advertising
262:less pertinent examples
934:Advertising techniques
779:Rodriguez, H. (2007).
640:Levinson, Jay (1998).
528:. 2010. Archived from
412:Levinson, Jay (1998).
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343:Local store marketing
88:2008 financial crisis
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939:Marketing techniques
807:Pereira, J. (2007).
690:"Tiempo de Mercadeo"
574:on November 21, 2010
157:Campaign development
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414:Guerrilla Marketing
258:improve the article
107:guerrilla marketing
101:Guerrilla marketing
79:Jay Conrad Levinson
44:Guerrilla Marketing
42:published his book
40:Jay Conrad Levinson
32:guerrilla marketing
562:"Street Marketing"
532:on August 17, 2010
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897:. 10 January 2013
659:978-0-395-90625-5
593:Frey, D. (2002).
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358:Street team
928:Categories
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364:References
250:irrelevant
52:billboards
390:: 65–77.
300:Barcelona
246:excessive
327:See also
270:May 2019
252:examples
225:Examples
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185:schools
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292:Madrid
142:, etc.
140:Segway
62:Origin
56:direct
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