What Makes a Good New York Street Team

Broadway Crew team member Tova Frank having a blast in the snow.

Broadway Crew team member Tova Frank having a blast in the snow.

In a market as big as New York City, street team marketing is an essential, but often overlooked, component of any marketing campaign. A good street team is not only a great marketing tool but also has the potential to convert sales on the spot-essentially serving as a front line sales staff anywhere you deploy them. This team might be the first face your customer sees representing your brand. Why not take the time to make sure they’re the right team for you?

Salesforce says it takes 6-8 touches to generate a viable sales lead. Having a team on the street or an event is a great and extremely cost-effective method for adding another layer of contact with your potential customers. If you google New York street team, you’ll get a lot of options. So with so many teams out there, how do you choose the one that’s right for you?

Crew members Tiffany McCullough and Jordan Durham working at the TKTS booth in Times Square.

Crew members Tiffany McCullough and Jordan Durham working at the TKTS booth in Times Square.

Find their specialty.

Not all teams are created equal. Some are more focused as brand ambassadors, some specialize in a particular industry, some only do large-scale events, etc. Check out the client page on their website and see who they tend to work with. You want a team that has experience in your field, so if their clients match what you do, that’s a great place to start!

Look at their company culture. Do their employees like working for them?

One of the best ways to get to know a team is to encounter them in the wild. If their employees are actively engaged, handing out promotional materials with a smile on their faces, you can probably safely assume that they are happy with their jobs and treated well. Many times though, you’ll see unenthusiastic team members checking their phones and disinterested in the job at hand.

This isn’t always indicative of company culture, but good teams usually either cycle through unmotivated employees pretty quickly or use detailed hiring processes to vet their employees from the beginning. At Broadway Crew, we employ the buddy system, so that our crew members are never on their own and are able to hold each other accountable.


A good team will invest in their online image because their image is what you’re investing in when you hire them.

If you don’t have the opportunity to see your team in person, another great way to get a glimpse inside the company is to check out their website and social accounts. Does the website look professional or slapped together? How active are they on social platforms? Do they post frequently or does their account look like a barren wasteland of a few pictures that make no sense? A good team will invest in their online image because their image is what you’re investing in when you hire them.

How quickly do they respond to inquiries? Are they professional?

This speaks to accessibility. If the sales branch of their team is unresponsive, you better believe that you won’t get much detail during the actual activation. You want a team that you can feel comfortable contacting with any questions you might have whether you’re their client or not. If they’re pushy on the phone trying to close a sale, it’s a safe bet that’ll also be reflected in the staff that goes out to represent your brand.


If you’re not getting reports, your team is not doing its job. Period.

Reporting.

If you’re not getting reports, your team is not doing its job. Period. Reports are an integral part of the work of a street team. How else are you supposed to know what’s going on out there short of putting on camouflage and spying on them from the bushes? A good report should be easy to read and include all the relevant data for your event. Is there something you want to know that’s not standard on their reports? Let them know! If they can’t accommodate your request, they’re not the team for you.

Crew member Michael Medrano promoting  King Kong.

Crew member Michael Medrano promoting King Kong.

Compare pricing.

Street teams often get a bad rap. People wonder why they can’t just pay someone $15/hr to stand outside and hand out flyers. Good luck with that. Managing and coordinating a qualified staff of talented individuals takes a lot of work, time, and commitment.

Do some research and remember that price doesn’t always reflect value. As Warren Buffet said: “Price is what you pay; value is what you get.” Keep all of the above tips in mind when selecting a team. How is their reporting? What do their clients say about them? How much is your peace of mind worth? Finally, don’t be afraid to share your budget when negotiating, you may be surprised how a quality team can work with you and your budget to meet (or surpass) your expectations.

So there you have it. While there may be many options out there, finding a good street team in New York takes a little research and comparison. Ultimately, you want to go with a team that’s easy to work with and makes you feel comfortable. Your brand is your baby. Make sure the first face your customer sees is one you can be proud of.