Street marketing is good to know what it is. It’s even better to have an inspiring street marketing example to set it up. Today we’re giving a little help (beware of the pun) to “Soap and the city”.
As its name suggests, this store located in Paris sells soap. His boss had the good idea of installing a sink in front of his store so that passers-by could wash their hands with real Marseille soap. It’s simple, obvious, and brilliant to find the best ghost writers for hire. It is therefore an example of street marketing that lends itself to analysis. And this is an opportunity for me to remind you that street marketing is an integral component of the marketing mix (it’s the “P” in “Promotion”).
Benefits of this street marketing operation
The benefits are threefold:
- A good point in a pandemic period to reduce the transmission of the virus
- A good way to try the product and make people want to buy it
- A great way to cool off when it’s hot
Incidentally, it makes marketing enthusiasts like me stop and it makes the store known.
4 characteristics of a successful street marketing operation
This example, encountered by chance during my wanderings in Paris, made me think about the objectives to keep in mind when doing street marketing. Besides the fact that any street marketing initiative taking place on the public domain must necessarily be legal, I have identified 4 characteristics to put all the chances of success on your side.
- First, I think a street marketing initiative should be simple. And God knows that in marketing, it is complicated to make it simple.
- Second, a street marketing operation must be visible. It must therefore be visually remarkable, catch the eye of passers-by.
- Third, it must be interactive. Curiosity leads to interactivity and makes it possible to bring passers-by physically closer to the point of sale. Street marketing is indeed a technique like any other for selling. However, the sale is only possible if the barge approaches and then enters the shop. In terms of interactivity, nothing beats that which allows you to test the product you are promoting.
- Fourth, it must be related to the brand. Too many street marketing projects deviate from brand values and identity. It should be easy for the customer to understand the underlying connection to the brand.
A good human interaction with a prospect is the best way to convert him into a customer. Street marketing should help you generate these interactions.
What can we learn from the “Soap and the City” street marketing initiative?
This initiative shows that it is not necessarily complicated to do street marketing. Common sense should prevail. I even think that the more budget there is for such a project, the lower the probability of success. Having a limited budget (or no budget at all) will force you to cut to the chase and not overstretch yourself.
Your goal should be to create emotion and invite interaction. That’s exactly what happened with Soap and the City. The manager was outside the store and I wanted to congratulate him on his initiative of ebookwritingservice. The contact was established and if it weren’t for not missing my train, I would gladly have let myself be tempted by a soap. Remember, fellow marketers, good human interaction with a prospect is the best way to convert them into customers. Street marketing should help you generate these interactions.
