4 Essential Principles to Improve Your Street Team

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Street teaming is the epitome of traditional derby DIY culture. It’s a group of skaters (NSOs and Refs too!) hitting the streets to advertise their league while having fun. When done strategically, a street team crew can accomplish a lot more then just hanging fliers and raising awareness of the sport. This method of marketing provides a unique opportunity for a fun way to connect with a larger audience. It’s a highly cost-effective method of utilizing the time and (wo)manpower of skaters. This article delves into the core principles necessary to properly organize and implement an effective street team.

 

 

Setting an objective

 

Having an objective is the foundation of a successful street team. Every organized outing should have an objective, which serves to coordinate the efforts of street team with the larger marketing goals for the league. Since each league has a different mission statement with a different overall focus within their business structure, marketing goals and street team objectives can be quite varied. Here are just a few examples of what a street team may accomplish:

 

  • Hanging fliers
  • Selling tickets to an upcoming bout
  • Promoting a league event
  • Fundraising for the league
  • Meet and greet with fans
  • Sign autographs
  • Recruiting new skaters, refs, and NSOs
  • Partnering with sponsors or charities for an event
  • A community project

 

Some of these examples would work well overlapping, like a meet and greet while signing autographs. However, if there are too many objectives (a meet and greet while signing autographs with the hopes of raising money for the travel team and selling tickets to an upcoming bout) then message becomes muddled and lost. Having a single clear objective will ensure that the message of the league is being heard and is easily spread by word of mouth.

 

Once you have decided on the objective of the event, it is important to plan accordingly. The objective determines everything else about an event (location, timing, size, etc.) so once it has been identified, it must reach a receptive audience.

 

 

Identifying the target audience

 

Whether it is the entertainment value, the family friendly environment, or the level of athletic competition, roller derby can attract a crowd. A league may encompass multiple aspects of the sport; however, it is important for the league to know the long-term goals of the league and what aspect of the sport most aligns with those goals.

 

From there, it is important to market that feature of the sport to attract the target audience. A target audience is a specific group of people that will be most receptive to a given message. A league that hopes to give back to their community may focus on the family friendly environment while a league that offers the most in entertainment value may bolster their beer garden.

 

While it is possible to market any aspect of the sport to a target audience, it is wise to deliver what is promised. This is the difference between someone coming to a single bout and someone becoming a season ticket holder. A league that is focused on a family friendly environment will not appeal to the person looking for a good time in a raucous beer garden and vice versa. If the marketing is aimed in one direction but the bout actually focuses on another direction then the fans feel like they were not delivered the assured value for their ticket price and are unlikely to return.

 

The street team is responsible for knowing whom their target audience is for any given event and attracting those folk. This has the additional benefit of reducing the risk of burn out. It is exhausting for a street team to market each event to every possible type of fan. Choose strategic locations to street team where the audience will be receptive. From there, it is necessary to arrive ready to mingle and have a good time.



Mingling

 

Mingling with an objective is difficult; it is a sales technique that not everyone possesses. It requires skaters to both guide the conversation toward an objective and keep the conversation flowing naturally. Yet, it is important to do because it ensures that the street team is delivering a consistent message.

 

Just like on the track, people have varying degrees of mingling comfort levels and skill sets. It is important to know the your league mates and help them be successful in their street teaming efforts. Some skaters only need a quick overview of the talking points for that evening while others may feel more comfortable with an entire conversation- a script.

 

A script provides someone new to mingling an objective. It informs those who are experienced what the goals are for the evening, and it sets everyone up to be successful to reach those goals. It’s important to have fun on a street team since it personally connects with the fan base, but there is also a job to be done.

 

 

Measuring success

 

Setting specific goals help measure success. Sandrine Rangeon wrote an article on goal setting for training; a league can use the same goal setting techniques for street teaming. In essence, selling 15 tickets to the next bout is a lot clearer than just selling tickets. Every event should have some goal that helps to identify whether the street team met the overall objective of the event.

 

More importantly, those goals provide a measure of success for the next round of street teaming. Setting goals ultimately allows the league to review the success of an event and plan to make it more successful in the future. It’s a time to figure out what works for your street team and what does not.

 

 

Street Teaming is a unique, fun way for every skater to get involved with the success of the league.. Knowing the objective of a street team, targeting the prime audience, and effectively mingling will make it easier to do more with less. Use these tips and improve street teaming efforts by not only yielding better results, it allowing skaters more time to do what they love- skate.



Photo Credits: Just a few examples of the Rat City Roller Girls street team

About The Author

DOB: 3/23/1990
Bio:

Abombnabull skates with Rat City Rollergirls out of Seattle, WA. She strapped on skates for the first time in December of 2011 and has been learning what it takes to be an athlete ever since. She enjoys footage review, weight training, and eating everything in sight. Fascinated by all things roller derby, Abombnabull has trained as a banked track referee and NSO, NSO'd for flat track, and studied coaching strategies.


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