street teams
We pride ourselves on our ability to staff, schedule, train and supervise street teams in every major market across the country.
the right people
Our teams consist of friendly, attractive, outgoing individuals who can easily be dressed and trained in our clients' brands. We conduct thorough training sessions to ensure that they are well-versed in key messaging and able to answer questions about the product or service they are promoting.
the right places
We work with our clients to identify locations in each market where we can best reach their target demo. By providing both primary and alternate points of distribution, we ensure our programs run smoothly and effectively, while still offering the flexibility to accommodate client needs as they arise "on the ground." Our buzz-worthy campaigns have been seen from the streets of New York to the beaches of LA and almost everywhere in between.
the right program
A truly great program will stop consumers in their tracks and offer them more than a piece of custom collateral. Our in-house resources provide an array of options to enhance any program, including costuming, props and wrapped vehicles. Additionally, we provide recap reports at the conclusion of each program. They include a multitude of photos, as well as documentation on everything from the weather, to consumer quotes, to the total number of pieces distributed during the campaign.
Maybelline at the Emmys
People Magazine
People Magazine has been entrusting the michael alan group for years with putting together valuable street level promotions for their clients.
Whether in a mall, at an awards show or the middle of Times Square, we send our staff directly to where each brand’s demographic can be found.
Always dressed and trained in the brand, we distribute everything from perfume samples, to pre-packaged snacks to People-branded goody bags filled with products from a variety of advertisers and clients.
Zoey 101 at the mall
Nickelodeon
For a series of promotions with Nickelodeon, our teams hit high-traffic, kid-friendly shopping malls in ten major markets across the country.
To promote the release of Zoey 101 on DVD, we distributed branded valentines for kids to fill out and give to their friends.
Then, in order to get the word out about both The Naked Brothers Band movie and television show, we armed our teams with CD samplers that helped the Brothers’ new song become one of the most frequently downloaded on iTunes.
Driving lunchtime traffic to the Café
Bon Appétit
When Bon Appétit brought their much-acclaimed “Supper Club and Café” to New York City in 2007, they tapped the michael alan group to help them get the word out.
Each day the Café was open, our teams were stationed in high traffic areas, dressed as waiters, handing out Café menus. Touting free samples, celebrity chef book signings and other foodie-heaven activities, they let New Yorkers know exactly where to go for the best lunch in town.
We also utilized branded Pedi-cabs to drive traffic to the Café….literally. Dressed and trained in the brand, our drivers cruised popular lunchtime areas and offered consumers a free ride to a more exciting meal, courtesy of Bon Appétit.
When a line of consumers holding menus formed outside of the Café each day, it became clear that the program was working.
To promote the 2008 Café, we executed a similar program with the same measurable results. This time, instead of Pedi-cabs, our very own Pedal Pushers were used to both get cost-effective, eco-friendly signage on the street, as well as increase our distribution efforts.
In addition to street-level initiatives to promote the Café, our staff worked inside the temporary establishment as well each year to manage sampling and acquisition areas.
Showgirls with New York’s Finest
Spike TV
In order to promote Spike TV’s, King of Vegas, we captured the sex appeal of the show’s setting and brought it to various markets nationwide. Our in-house costume designer outfitted our staff as Vegas showgirls, complete with branded headpieces and feathered boas. The girls then took to the streets to distribute tune-in cards, while posing for pictures with tourists and fans.
To promote the 2nd season of Pros vs. Joes, we dressed our staff as beguiling referees and distributed branded stress balls along with tickets to the hottest sporting event in the city – a live match-up between “Average Joes“ and NBA superstars Charles Oakley and Charles Smith at Madison Square Garden, refereed by the legendary John Starks.
Lastly, to reach “the common man” as depicted in the Spike TV original series, Factory, we outfitted our female Brand Ambassadors as sexy factory workers and distributed branded beer cozies to crowds of guys outside Chicago’s Wrigley Field.
Celebrating a store opening at Penn Station
Duane Reade
Our street teams are regularly stationed throughout New York City in an effort to drive even more traffic to Duane Reade’s stores and further position the chain as New York’s drug store.
Working with the client, we developed a cost-effective scratch & win program that sees a consistently high rate of return. In addition, our Brand Ambassadors work inside and outside of retail locations to administer surveys, promote new store openings, launch new products, and assist with a handful of other initiatives.
Staking our claim at Comic Con
Comedy Central
To help consumers get “fired up” for the premiere of Krod Mandoon and the Flaming Sword of Fire, our team executed a three-part series of street-level outreach.
First, our attractive female Brand Ambassadors suited up in leather and chainmail (produced in-house) as “Aneka”, a beautiful pagan warrior. The ladies took New York Comic-Con by storm, handing out temporary tattoos and posing for pictures with throngs of adoring fans. This campaign was executed in conjunction with a panel featuring the show’s creators and stars.
After the success of Comic-Con, our “Anekas” were bewitching again in New York & LA, as teams on both coasts hit the first weekend showings of Watchmen in an effort to target Comedy Central’s audience.
In the final phase, male and female staffers took to the streets in branded tees leading right up to the premiere, handing out custom Krod Mandoon comic books tagged with tune-in info.