- MW Street Teams are a pioneering new marketing tool that enable you to infiltrate communities across the country via peer to peer communication
- Street team members are individuals, from all walks of life, that are directly recruited by Making Waves to carry out campaign objectives for our clients
- These objectives and initiatives are conducted via word of mouth recommendation and influence. They work by encouraging one to one dialogue and brand advocacy
- This allows infiltration of channels and reaches lifestyle touch-points that are normally inaccessible in traditional marketing campaigns
- Street teams can be recruited of any size and to meet any budget or campaign directives
- Essentially Street Teams are consumers promoting to other consumers
1. Our street teamers are connected and influential people
2. The street teamers we recruit all have different skills, creativity and social networks ensuring the right campaign with the right attitude and ‘tone of voice’
3. We understand consumer and lifestyle touch-points and communicate these to our street teamers ensuring they engage for brands in exciting and creative ways
4. We ensure diligent ongoing recruitment and management, and thorough ongoing reporting to maximize the potential of every campaign
Once the street team is activated we keep it maintained and provide as much detailed reporting and accountability as possible against each directive.
All directives are supported with feedback and reports. Campaigns are constantly evaluated and measured to ensure each street team achieves the best possible outcome for our clients.
1. Online postings
2. Photographic evidence
3. Written evidence and reports
4. Locations hit and location information
5. Collateral distributed
6. Consumer Feedback
7. Channel data
8. Sales
For more information please contact Making Waves on +61(0)2 9368 1055 or email info@making-waves.com.au
Client:
Free2go (NRMA)
Objective:
Drive sign-ups and brand recognition for NRMA’s new youth brand Free2go
Activity Summary:
Street Team members were given 3 directives; distribute Free2go marketing collateral, sign their peers to Free2go and post messages and initiate conversations about Free2go on social networking websites.
Activity Results:
- Sign ups/month 502 - exceeded KPI by 138
- $6.80 per sign up - exceeded KPI by $3.11
- 112 new Freestyler applicants - exceeded KPI by 32
- Street Teams met and exceeded all KPI’s for the Free2go campaign.
- Street Teams also generated the highest ROI of all marketing communication channels utilised in the Free2go marketing mix!
Client:
Microsoft
Objective:
Direct university students to www.itsnotcheating.com.au to purchase and download Microsoft Office Ultimate 2007 for a discounted price.
Activity Summary:
Distribute marketing collateral, post messages and initiate conversations about INC on social networking websites, encourage their peers to purchase the product and use their creativity to perform a stunt that would gain INC exposure.
Activity Results:
- Street Team activity was a world first pilot for Microsoft
- 63 students/tutors/societies/clubs at 41 Universities for 3 months
- Coverage in various student media (Reach approx 180 000)
- Distribution over 30 000 items of collateral
- Over 900 online posts
- 18 on campus stunts
Client:
Sony Pictures
Objective:
Create buzz and hype about the movie prior to its release date to drive consumers to see the film.
Activity Summary:
Distribution of marketing collateral at university campuses across the country, post messages, blogs and bulletins about Hostel 2 on social networking websites (primarily MySpace), creation of ‘user generated’ short horror film to be hosted online and host preview parties for the movie by inviting their peer group to watch Hostel 1 and the preview for Hostel 2.
Activity Results:
Over 4 weeks…
- 36 Active street team members
- 25 Universities
- 12,600 Items of Collateral distributed
- 700+ Online posts, blogs, messages, bulletins (Estimated reach 6500+)
- 9 Preview parties (estimated reach 120)
