Challenge: Organizing and creating street level activations within budget, determining best locations to sample relaxation beverages to reach the ideal demographics, and creating a team of well informed brand ambassadors that are able to engage with and educate patrons.
Solution: Broadway Crew has over 3 years of experience creating activations on the street level with budgets of varying size. When given a set number of hours (300), we are able to build out shifts for an entire month in addition to special events requested by the client. By leveraging our historical database of activations, we were able to identify locations near where the product is sold that would have the best foot traffic. In this case, the best locations included parks, college campuses, block parties, and delis/markets. We create one sheet pitch decks about each of our clients for the Crew to study. We are also able to refine our pitches through field reporting and feedback systems distilling it down to the best “one-line pitch” for your product. We worked with our Crew and partner brand to refine exactly what information customers need to know, and quickly. We also host training sessions with the Crew to ensure that they are getting all of the information they will need, and learning how best to convey it to patrons.
Results: By using the techniques outlined above we were able to deliver an average of 100 samples per 2 Crew / 5-hour shift. We also noted that our branded street presence is an effective, in-person, advertising campaign and that mobile brand ambassadors who can eloquently engage with potential customers is a must for any brand!
