Grassroots marketing: an unconventional approach to marketing success.
Small business owners often don’t have the budget to create and implement a huge advertising or marketing campaign. But they still need to find a way to target their audience effectively. That’s where grassroots marketing comes in.
If you’re one of these entrepreneurs or small businesspeople, you’re in luck. Thanks to social media, it’s never been easier to launch a successful grassroots campaign. Here’s what you need to know:
What is grassroots marketing?
Sometimes known as guerilla marketing, grassroots marketing uses unconventional methods to spread the gospel about a brand or product.
How do you do it?
This, of course, is the challenge for many marketers – figuring out just how this whole grassroots marketing thing works. Here are some ways to get started:
- Start a conversation – Whether online or in-person, you need so build a network. You probably interact with hundreds of people daily. Start talking to them, tell them about what you do and find out how you can help. Every person you meet might be the key to your next sale.
- Strategically position your brand – The modern world is full of stimuli. To get your business noticed amidst all the noise, you need to position yourself in a way your key demographic will notice. If your target is car owners, advertising near gas stations might be ideal. If you’re selling to runners, what better place to reach people than at a local 5K? Maybe with something cool and useful like branded armlights?
- Get creative – The whole point of grassroots marketing is to find unexpected ways of advertising. Put on your creativity cap and start thinking of ideas on how to do that. Music street teams have been using strategically placed stickers for year. Car magnets are another great way to spread the word. Grassroots marketing is the time to push the envelope and find new and memorable ways to stand out.
Grassroots marketing doesn’t have a lot of hard and fast rules. Many times, it relies on experience generated through trial-and-error. But with a little creativity and tenacity, you can successfully spread the word about your business .