How+do+street+teams+use+psychology+to+grow+a+brand?+Nomi+Leasure

Question/Rationale: How do street teams use psychology to grow a brand?

Street teams are a form of guerilla marketing based mostly on creating word of mouth buzz within certain communities to grow awareness for a particular brand, product or idea. Because street teams function on a "peer to peer" level of communication, the use of street teams for brand advocacy is on the rise. This is due to the mistrust many Americans have with corporations and corporate advertising. I want to find out the psychological strategies that make these teams effective. I believe it is important for people to know how they are being targeted on a psychological level since these tactics are less easy to identity because they are lying beneath the surface. The aforementioned tactics apply to both the members of the street team and the people they are targeting.

Research Method: Online web searches of street team campaigns, companies that employ street teams and guerilla marketing firms Psychology database searches containing information related to mass media and guerilla marketing Personal interviews with members of street teams concerning their awareness of psychological tactics

Step-by-Step Work Plan: My research will begin by familiarizing myself with the duties of a street team and the different varieties of street teams. This will be done by online web searches. This part of the research may also be aided by conducting searches on the New York Times website as well as other reputable news sources that may contain descriptive information about the use of street teams. I will then use news sources and marketing company webpages to identity a handful of recent and relevant street team campaigns. Certain marketing publications may be helpful in this section of the research such as Communication Arts magazine and Wired magazine. Next I will use online scholarly article databases as well as Google Scholar to search for articles concerning the psychology used in building a brand as it applies to street teams. I will analyze the campaigns I find interesting and relevant using the psychological data. After compiling my research I hope to be knowledgable of the various layers of psychology used to create a buzz within a certain community. I hope to be able to identity the strategies used by street teams and know why they are effective. I also aim to become familiar with various marketing firms that use guerilla marketing.

Excellent work here-- focusing on the psychological strategies makes this effective. You will need to deal with the phenomenon from the point of view of the consumer and the critic as well as the marketer. But you have the greenlight to move forward!