So just when I’m thinking that street team marketing has lost it “spark”, I pick up today’s Boston Globe and there on the front page is a story about it. Not only a front page story but one with a color photo. What makes this story interesting is that the street team is not handing out flyer’s for a concert, club, or some new cool clothing line but for the Isabella Stewart Gardner Museum here in Boston. A art museum that was founded in 1903.
The article talks about the fact that people were more willing to take a flyer about a museum then for the same stuff handed out everyday. In the world of crowded street flyering, they stand out. The museum has made an effort to attract a younger audience. They even promoted some “after hours” events to attract young professionals.
What came to mind while reading this article is that a street marketing campaign is getting publicity. It is like a campaign within a campaign. I mentioned in yesterday’s post on grass roots / alternative marketing about a street team that was getting publicity.
The article also mentions how the museum has been using other non-traditional marketing including podcasts, blogs and a Flickr site. Wow, a “stuffy” old museum trying new stuff! I am impressed!
The bottom line is: the Gardner Museum knows it has to find new audiences and they are not afraid to try something different. As we all know, that’s the way to go.
Tags: Boston Globe, Isabella Stewart Gardner Museum, museum marketing, street teams
