Guide · High street marketing

How to reach consumers on the high street.

Brands reach consumers on the high street by putting well-briefed people where shoppers already walk: on a licensed pitch or moving with the footfall, at the street's peak hours, with one clear thing to say or hand over. Here is how to choose the activity, the town, the spot and the timing, and how to get permission.

7 min read7 steps7 checks

Sampling team at a branded Mighty van on a city centre high street

One main goal per day. A team asked to sample, survey, sign people up and hand out leaflets at once does none of them well.The one thing to remember

Start here

From the goal to the pavement.

Which activity, which town, which spot and which hours. Follow the line; tap any point to read it.

Mighty sampling team with shoppers on a pedestrianised high street

01Step 1 of 7

BoyleSports promotional staff member talking to a passer-by on Mansfield high street

Why the high street still works, and what it can't do

A high street is one of the few places where large numbers of people walk past at a pace that allows a short conversation.

A taste
A leaflet
A sign-up

02Step 2 of 7

Gisada sampling staff member handing a sample to a shopper on Regent Street, London

Start with the goal, then pick the activity

Decide what a good day looks like before choosing what the team will do.

A sample with a voucher
A sign-up with a small reward

Key pointOne main goal per day. A team asked to sample, survey, sign people up and hand out leaflets at once does none of them well.

03Step 3 of 7

Rowntree's promotional team in bright branded outfits on deckchairs on a Glasgow city centre pavement

Choose the towns, then the stretch of street

Pick towns where your customers live, shop or work, and where your product is stocked if the aim is sales.

Between anchor stores
Bus stops and station exits
Pedestrian crossings
Meeting points

04Step 4 of 7

Admiral Casino promotional staff member beside a balloon arch outside the venue

Pitches and permissions

Most high street activity needs permission, and the rules differ from one council to the next. Plan for this first, because it often decides which towns and dates are possible.

Public liability insurance
Risk assessment
Activity and footprint
Food hygiene certificates

05Step 5 of 7

Two Gisada sampling staff on Regent Street, London

Timing: days, hours and seasons

Saturdays bring the most shoppers in most towns, at their peak from late morning to mid-afternoon.

Saturdaylate morning to mid-afternoon
Sundaystrong but shorter
Thursday and Fridayafter work
Lunchtimesoffice workers in larger centres

06Step 6 of 7

Fixed pitch or roaming team, and how to stand out

A fixed pitch suits anything that needs kit: a tasting, chilled product, a gazebo, a branded unit or a tablet for sign-ups.

A branded teameasy to spot
A strong opening line
A question, not a pitch
An obvious next step

07Step 7 of 7

BoyleSports promotional staff member talking to a shopper on Morley high street

Staffing, briefing and measuring the day

On the street, the team is the campaign.

Briefproduct, message, permission
Staff the peakwith cover for breaks
Measureagreed before the day

Checklist

Before you book the street.

Ready to book.

BoyleSports promotional team under a balloon arch outside the Morley store

Goal to activity

Which activity suits which goal.

Five campaign goals, the high street activity that suits each one and when it works best.

Goal	Activity that suits it	Works best when
Get people to try a product	Sampling from a pitch or a roaming team	The product is easy to eat, drink or use on the spot
Send people into a store	Vouchers or offers handed out near the shop	The offer is strong and the store is a short walk away
Collect sign-ups or contacts	A staffed pitch with a tablet or form	There is a clear reason to sign up and room to stop
Launch or raise awareness	Brand ambassadors, a branded unit or a costume character	The brand is visible from a distance and the message is short
Hear what people think	Short surveys or taste tests	The questions take under a minute

Common questions

High street promotions, answered.

Do we need permission to promote on the high street?

Most councils control promotional activity in town centres, and pitches are booked through the council, the town centre manager or the landowner. Some areas also need consent to hand out free printed material. Check each town at the planning stage.

What is the best day for a high street promotion?

Saturday in most towns, from late morning to mid-afternoon. Thursdays and Fridays can work well in larger centres, and school holidays bring more families.

How many staff do we need on a high street pitch?

Enough to keep the pitch staffed through the peak hours with cover for breaks. A pitch with a unit, chilled stock or sign-ups needs more, plus someone to restock.

Is the high street right for every product?

No. It suits broad-appeal products and messages. If your buyer is a narrow group, choose the place and hour where that group gathers instead.

Can we combine sampling with sign-ups or vouchers?

Yes, and it often helps, because it gives the person a next step. Keep the ask short, and use consent wording that meets data protection rules for any details you collect.

BoyleSports promotional team outside the Mansfield store at its opening

Street teams for every town on your list.

EXECUTIONAL supplies and manages promotional staff, sampling and leaflet teams for town centres across the UK, from 40 staffing hubs. Each team is briefed on your product and the pitch conditions before the first shift, and you get one itemised quote. See our street marketing staff for the roles we cover.

Ask for a quote →