Artists, bands, and labels frequently seek ways to get promotion in a cost-effective manner. Street teams are an excellent vehicle to achieving this goal. A street team is a group of volunteers (volunteers being the operative word here) who work together to promote an artist, band or label to as many people as possible, and in as many different areas as possible. As a musician or label, it’s similar to having fan club whose free promotion is propelled by a passion for the music of the artist/label. Who doesn’t want free promotion?
Here are some tips on how to build and maintain an unstoppable street team:
Building Your Street Team
The number of members you want to have per location depends upon the number you (or an assigned street team manager) can handle. Otherwise, it is based off of how many people apply to become a street team member. Ideally, the members should be passionate volunteers. Eventually street team applications will need to be created. Include:
- City/state/zip code
- Cell phone
- E-mail address
- Social networking habits
- Are you a part of any other street teams, college activities board, or any other organization you’re passionate about?
- Are you outgoing and love meeting new people?
- Do you go to a lot of concerts?
- What Markets They’re Nearby (if your marketing will be spread out over multiple cities)
- T-Shirt size
Establish a Place to Congregate
An inexpensive, efficient way to do this is to create a Facebook group. It allows your street team to feel exclusive, while giving everyone a place to communicate, exchange ideas, and collaborate.
Street Team Distribution:
- College Campuses (USF, HCC, tailgates, chalking)
- Residential complexes
- Bar & Restaurant parking lots
- Entertainment Districts
- Local events
Here are a few ideas to include in the marketing kits:
- Welcome letter
- History of your company/band/venue
- Description of the role/what’s expected
- Clearly defined objections
- Do’s and Don’ts
- Calendar of Events
- Directory of friendly shops/promotion locations/venues
- Map of promotion locations
- Marketing Tools to be distributed
Maintaining Street Teams
Once street teams are established, weekly challenges should be enacted to ensure members remain active and invested. Managers should come up with weekly challenge ideas.
Here are some examples:
- Find a local event to handout fliers
- Tweet about the company
- Which team an come up with the most creative ways to promo the brand
- Who can take a pic with the most amount of people at an event they are promoting at
- A prize for each challenge
- A point system for challenges (accumulate a certain amount of points for prize of choice)
- Random drawings for team members who completed the challenge for a chance to win a prize.
- Prizes could be
Street team recruitment should be ongoing. While this strategy will require an initial investment, in the long run it’s a better option to operate your own street teams. If this does not sound feasible, there are companies located nationally and internationally that have their own street teams established and will distribute your marketing materials. The costs start at $2,500 and increases depending on the service you want. Most of these sites require you to get a quote.
Here are some helpful links:
- http://www.altterrain.com/street-team-marketing-company-ideas-and-examples-new-york-los-angeles-chicago-san-francsico/ (May request quote)
- http://www.streetteampromotion.com (NYC)
- http://www.michael-alan.com (NYC)
- http://www.attackmarketing.net (Chicago, Los Angeles, San Francisco, New York)
- http://miamimarketingandpromotions.com (MIAMI)
- http://www.streetpr.co.uk/contact_us#quote-form (UK)
- http://www.torke.pt (Portugal)
- http://www.hotcow.co.uk (UK)
Street teams are a fun and exciting way to promote music. It also provides an opportunity to make lasting connections with passionate supporters, nationally as well as internationally.