Publicity or Noise: Analysis of Audience Perception of Street Team Marketing in Lagos Metropolis

Abstract

Two sides of the debate exist as to the credence of Street team marketing. On one hand, it is deemed as publicity, on the other, noise. These are the varying positions of scholars and marketing professionals alike. Street team marketing is a tactic that involves 'hitting the streets in an unconventional manner including various activities from product sampling, flyer distribution to public performances and experiential consumer engagement, to promote an event or a product. Considering the efficacy of the concept of perception to a brand, product or personnel, as well as the individuality of audiences of the street team marketing, it becomes necessary to find out whether this strategy, in actuality, serves the objective of its activation. Therefore, this study sought to find out audience perception of the marketing strategy. This study also investigated what prompts audience's attention, as well as the relationship between exposure and actual purchase of advertised product or service. Consequently, the study engaged a cross sectional survey approach and with the use of questionnaire. Three (3) Local Government Areas in Lagos Metropolis were selected based on the criteria of having high population (which will reflect and/ represent a robust view of residents of Lagos metropolis), a statistical concentration of commercial activities, indicating a tendency of such marketing strategy to be deployed in that environment as well as observable frequency of the street team marketing activity in those areas by the researcher. With a sample size of 384, respondents were administered questionnaire with the use of convenient sampling technique. However, 274. questionnaires were collected and analysed. Findings of this study reveal that street team marketing is a potent marketing communication strategy as accumulated opinions from respondents validates the notion of publicity originally ascribed to the strategy.