What does today’s consumer have in common with Nwanza, the bird? A lot as we did find out soon.
In today’s world, there are a thousand ads and offers grappling for the average consumer’s attention and interest. There’s that well garnished Indomie noodle popping into his eyes from the television screen and as he switches to his mobile he is attacked by some myriads of sponsored Facebook advert from some fintech brand. In the midst of that, his auditory sense is being bombarded by a sales call from a radio coming from an adjoining room. Irked, he picks up his dazed self and slips into his pyjamas for a walk. Out there, the assault continues from the billboards and wall branding to street-hawkers.
To protect himself, the consumer develops a mental thick skin and an impenetrable ear that cocoons him from all the advertisements. How does he do this? He recognizes that the birds may all have the right to fly over his head but none of them can perch or build a nest on his head without his permission. So he develops a self-protection mechanism. The ads may come but it’s only the ones he chooses are retained in his consciousness. In other word, the average consumer has been forced to activate the concept of selective listening and selective retention. What he would not, he would not. What he wills, he wills.
But as the African proverb goes, because the hunter has mastered the art of shooting without missing, Nwanza, the bird, also mastered the art of flying without perching. Therein lay the similarity between the present day consumer and Nwanza, the bird.
Yet, as it is said in the local Nigerian street parlance, “man must wack.” Meaning that whatever the economic situation is, a man must find ways to eat and survive. So the average Marketer must try to find creative ways to get his message across to the proverbial bird called customer.
And that precisely is where Street Marketing enters the discourse.
Street marketing is simply a way of surprising people with product event and making them have an unexpected and emotional reaction at high traffic points on the street.
In street marketing, building connection with your potential customers is key, particularly when marketing your product directly to them. However, building customer relationships takes time, and it relies on you being personable and paying attention to a few basic details.
Therefore, as the proverbial hunter, here are a few suggestions to help you take better shots at the ubiquitous bird customer while it flies in the air.
- Dress to get Attention
Consciously or unconsciously, your potential customers may base their purchasing decisions on their first impression of your team.
I will recommend a clean pair of canvass, a pair of jeans and a T-shirt for your street marketing. Your street marketing team has to communicate at first glance. Branding and color plays a huge role here: from the Brand Ambassadors to the Jesters, there has to be that un-mistaken brand and color congruence.
You can also, consider wearing a name tag or having your business logo inscribed on the shirts.
MTN Nigeria nailed this point as the team they hired for their street marketing all dress in a simple polo and jeans and stormed the street.
- Engage The Passersby Creatively
If you are able, then stand rather than sit. Make eye contact with your potential customers and avoid wearing sunglasses (except, of course, the sunglass is the brand you are promoting). If possible train your team to always wear a smile. Incorporate pleasant surprises where you can.
Avoid spending too much time looking at your Smartphone.
Coca Cola knows this very well.
Coca Cola celebrated the start of the 2018 FIFA World Cup with an augmented reality experience outside of Zurich train station.
Participants could show off their skills on screen with Switzerland’s Xherdan Shaqiri, take a photo with The Powercube (one of his many nicknames) and enter a competition to win the official match ball of the Fifa World Cup.
An immersive experience using AR on a grand scale was a great way to engage true football fans and give them a memory tied to the Coca-Cola brand and the world’s biggest sporting event.
- Create Believability and On-the-spot experience
How do your audiences know that your product will fulfill its brand promises? Is your product or service an unfamiliar one that people might be skeptical of at first? Give them a chance to try it out firsthand to see how it meets their expectations.
Beauty brand Batiste did this to promote their “dry” shampoo. They hosted a pop-up salon where participants could get a free hairdo and lay to rest any concerns people had about the product. How about an on-the-spot dentist check or Body Mass Index check or even a Free Car Servicing with that new lubricant product?
- Choose The Best High Traffic Spots
If for instance you are into noodle production and you want to street market your product, what spot would you consider as a spot where you can target the bigger gig of your potential customers? Would you consider an entrance to a hospital or an entrance to a particular religious setting? Or would you consider market vicinity?
Whatever the spot is you settled at, make it has an appreciable footfalls and that you’re onboarding at the right time of the day where people traffic are highest on the spot.
For instance when Minneapolis launched its bike-share program in 2012, they announced it by placing three 5,000-pound blocks of ice around the city — each with a bike inside. Not only did this poke fun at the city’s chilly winter weather, but it built anticipation, as residents could look forward to the nice days ahead and the bright and shiny new bikes that would soon be available.
- You Have To Consider The Timing
Connecting with consumers at a time that is convenient for them and at various points (places) along the path to purchase is key.
An Igbo proverb says: if you want to feed grains to your chicken, feed them at the time when the day is bright. Timing is very important in street marketing. If your product is targeted at Muslim faithful for instance, what timing strategy would you apply? I will propose Friday. But then, what timing on Friday? Is it morning, afternoon or night? Your best timing strategy would be some minutes after the Jumaat prayers.
The essence of this timing strategy is so that you will grab the maximum attention of home goers whom must have gone and prayed.
- Plan your Communication Materials
In street marketing, when building your communications materials – in trying to reach your customers and potential customers – it is critical to consider who your target audiences are and as well, their level of literacy. If your product is targeted at farmers, of course, you should understand that you are supposed to localize your communication materials to bear messages in their local dialect. Else you pump money into street marketing and achieve near to nothing in the end.
And of course, your communication materials would comprise of the branded vehicle that will convey you and your team to the selected street venue, fliers that you will present to people as they come to make inquiries about your product at your street-market stand point. Your canopy should be branded with your product logo and corporate color equally. You can make your product in shape of a particular symbol you know that your target customers hold dear. Don’t forget to carry enough flyers. It is better to have excess than to run short.
- Bring on your Sense Of Humor
Life is already hard for a lot of people. Anyone who can bring laughter is considered a friend. To do this, you can hire the services of a comedian to liven the spot where you stand. The essence of this is so that even if they don’t remember everything you said, they will remember that you did not waste their time with another boring story about the latest product your company has produced. They will come back for more and will be more likely to share what they saw and heard with others.
Disney Jr. understands this tip well. And as such it hosted Doc McStffin in the streets of US cities.
Doc McStuffin is a popular Disney Jr. television show that is geared towards children, ages 2-10. The show revolves around a 6 year old girl named Doc who heals toys from her own backyard clinic. The team at Disney Jr. decided to recreate this same scenario of healing toys for the millions of fans who watch the show every day, giving them the chance to be in Doc’s shoes.
This experiential campaign consisted of a nationwide tour of Doc McStuffin check-up clinics, traveling to 20 cities and setting up cubicles such as Tesco’s, Smyths, and Toys R Us. Children were invited to conduct 10 minute check-ups on larger-than-life sized teddy bears who were in need of a diagnosis. While waiting their turn to play doctor, children were given Doc McStuffin toys to play with along with coloring books and puzzles. After each child completed their diagnosis, they were awarded a Doc McStuffins certificate and given a free “Doc-Is-In-The-House” door hanger. This creative campaign resulted in a 5.3% increase in propensity to purchase, interacting with over 7,700 children in the process. 87% said they would recommend Doc McStuffin to other parents.
For street marketing campaigns that are targeting children, make sure you include as many opportunities to “play” as possible while also keeping in mind the parents’ experience as well. The goal should be to make both of them happy. Also, don’t forget to check with the local law for adverts targeting children.
Contact us for some free marketing idea or to help with your next street marketing activities. Don’t forget to share your thoughts with us on the comment section below.