CPR Promotional Check-Up

Various Street Things

I'm on the road and will be teaching Street School at a CHR in a couple of hours. Radio seems to have rediscovered the value of Street Marketing. Social Networking is a tool in the arsenal. Contesting is a tool in the arsenal. Traditional Marketing is a tool in the arsenal. Streets are a tool in the arsenal. To put all your apples in one basket is to miss 7/8ths of the Pie Chart. As witnessed by the stations that have pulled the goalie and gone all Twitter/Facebook. They're getting creamed by clients.

Street General

No less than 4 stations in the past couple of weeks have started or brought back the position of a Head Street Teamer to coordinate all their Street efforts. Smart because, who among you have the time to figure out where the vehicles should be today?

Concert Ownership

One thing that happens when you take away your street resources? It emasculates your presence at concerts. Of course, on the other hand, why WOULD you want to be out marketing yourself at an event with 17,000 potential P1's?

$$$$

Smart stations make money off their street team. It's not just selling appearances, it's sponsorship of the squad, its product and sampling on the streets. It's....

Niche Street Teams

Every market has a unique venue or lifestyle place where the audience will recreate. When I was in Charlotte? It was swimming pools. On a sunny summer afternoon, you could find thousands of people at public and apartment pools. Thus...the Pepsi Pool Patrol. KDWB in Minneapolis does Lake Patrol. Q-104 in Halifax does Road Crew, which delivers soda and cold refreshments to people who work outside during the summer. Hot in Ottawa and Hot in Norfolk have Party Girl, a hip chick who literally lives in the clubs. She's as high profile as the airstaff. The Beat in Vancouver does Snow Squad and makes bank off it. Recap attached.

Thinking Outside The Banner

Attaching a sample of a street stencil that Hot Hits 95.7 in Houston uses as part of it's arsenal. Purchaseable (?) at www.stencilease.com Hunter Greene goes with the foot and a half size. Spray chalk is about $18 a can. Imagine your competition sitting in their little booth outside a concert...and you've chalked the way from all the parking garages within five blocks.

Thinking Outside The T-shirt

Right up there with Cities 97 on the "coolest station on the planet" scale is Mojo 104 in Fargo. Having staff out on shirts? Would kill their vibe. They have Go Go dancers. "Laugh In" style dancers with 60's hairstyles.

Stickers

In every market there is one station that usually owns this position. And it's not rocket science. You do a big event every couple of weeks and sticker 500 cars each time. Wired in Saskatoon caused such traffic disruptions last week that the cops got involved. Photo from Wild in Tampa http://www.cpr-promotions.com/wildparty.htm

Getting To Know The Team

One way to motivate lazy DJ's? Make the Street Team as high profile as they are. If you do your job correctly, they SHOULD be stars in their own rights.

Examples at

http://www.wired963.com/content/view/138/163

http://thebeat.com/shows/street-squad

http://www.kzia.com/ZVOICES/INTERNS/tabid/176/Default.aspx

http://amp.radio.com/shows/amptourage

http://923now.radio.com/shows/now-entourage