Why Broadway Needs Street Teams

How A Street Team Raises Your Brand Value

One of the secret weapons of successful Broadway and Off-Broadway plays and musicals is having a strong street team. Street teams should be an integral part of any marketing strategy, as they provide a wide variety of services to their clients like show promotion at TKTS, data collection, and flyering for the general public. See our list below for just some of the services that can substantially boost sales and meaningfully raise the brand awareness for your show.

Just look at that beautiful street team working hard.

TKTS Promotion

TKTS promotion is one of the most valuable ways that shows can raise their sales. TKTS is Broadway’s only real storefront, and it is one of the main places that patrons who aren’t sure what show they want to see go to make their purchases. This means a street team at TKTS has a unique opportunity to engage patrons directly and immediately impact their decision. Patrons will often change their mind about what show to buy tickets for after talking with a certain show’s street team. Conversely, shows without street teams often struggle to break through the competition at TKTS, which can depress their sales. 

Times Square Promotions

TKTS representation also allows shows to have a presence in Times Square. Prior to the Broadway shutdown, Times Square had an average of 380,000 visitors per day. A street team can help shows reach those visitors, both through TKTS representation and through flyering. Flyering can be a great way to raise the profile of a show or product and increase the brand’s visibility. Additionally, targeted flyering outside of specific events or locations (including outside of theatres before and after similar shows) can help get marketing materials into the hands of the target customer. Rush hour flyering is another example of how street teams can get flyers into the hands of a wide range of potential customers. Times Square is the busiest intersection in America, and a street team provides a direct line to the customers flooding the area every day.

Data and Research

Street teams also create valuable opportunities for data collection and research. Because they are directly interacting with customers, street teams have their fingers on the pulse of the customer base. Data collection can answer questions of what drives sales, which marketing strategies are permeating the public’s consciousness, the demographics of customers, and detailed information about which shows are competition. Street teams provide a direct and immediate line of communication between the potential customer and the producers. This allows for valuable research about audience interests, the effectiveness of various marketing strategies, and other trends. 

Brand Awareness

An invaluable method for raising brand awareness around shows is by utilizing a street team. Broadway and Off-Broadway can be a crowded marketplace, with juggernauts like Wicked and Hamilton eating up a lot of the public’s attention. By having a street team directly engage with customers, the brand awareness for shows increases, allowing shows to capture audiences that might not otherwise know about the show. Word of mouth is the number one driver of sales on Broadway, and street teams can substantially increase word of mouth for shows.

In conclusion, street teams can grow a brand’s value exponentially through a variety of methods. In the competitive marketplace of Broadway and Off-Broadway, they provide invaluable assistance to any show. The bottom line is that through a variety of methods, street teams increase a show’s brand value-and that means more revenue and continued success for your show.