Branding Agency London – 3 Colours Rule is a creative brand design agency based in London. We work with SMEs and international corporations to engage their audience and attract prospects. Our team of designers, developers, copywriters, marketing consultants, brand experts provide bespoke creative branding, marketing & business consultancy, brand experience and graphic design. From your brief to the launch, we help you build distinctive, effective and creative branding solutions to stand out from your competition. Contact 3 Colours Rule, your creative agency in London for a complimentary brand review or bespoke quote. In this article, we provide advice on how to effectively use street marketing to create brand awareness.
The street is a jungle, visual stimulation and distractions are everywhere. Visibility, in terms of communication and marketing, is obviously an issue especially in this environment. So what are the tools to expand one’s brand awareness thanks to street marketing, how can we be known on an already overcrowded place?
The number one requirement for a brand is to have a strong identity; people come to a brand for what it is, and how it reflects on them. Thus, among all the tools that street marketing provides, we must be able to define precisely all the parameters of the action to be as much relevant as possible. Sometimes it can be quite obvious: A sportswear brand chooses to sponsor a sport event, and if the brand is modern, urban and youthful, the event must be appropriately chosen, for instance the FIZZ in Montpellier.
This aspect is strongly tied to the identity; indeed, making original actions makes you kind of unique, remarkable and therefore reinforces your identity. Furthermore, originality is exactly what can turn a low budget campaign into a very successful one. For instance, even is the brand want to simply hand out flyers, it can be done in very unique ways: A fitness brand promises to make you lighter from day one by distributing Helium balloons.
The most remarkable and original street marketing campaign often seems to be the ones that manage to integrate the urban environment, to divert the usual usage of the elements of the city. Therefore, we must always have in mind the habits of the citizens to make the most of the city.
The street is mostly a place where people don’t want to be disturbed and don’t really have time to waste. The main purpose of any street marketing action would consequently be to “make” the target involve himself, instead of trying to force him into it, by making contests, create something interesting like art, or a rewarding gathering.
The image consistency is primary, if you’re a luxury brand, you don’t advertise in the subway, following the same logic, if you’re a sausage brand, you don’t advertise on Place Vendome. However, in order to have a higher impact, it’s always interesting to twist the conventions. There’s a rule but there is no rule.
Finally, in order to ensure a good integration in the city, a street marketing campaign must be based on a comprehensive sociological analysis of the target. Indeed, the purpose is to advertise in the right place to be as much precise and effective as possible.