Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
- Understanding grassroots marketing
- Implementing grassroots marketing
- Key takeaways
- What is the difference between guerilla and grassroots marketing?
- What are the steps to implementing a grassroots marketing campaign?
- What are the benefits of a grassroot marketing program?
- Marketing Glossary
Understanding grassroots marketing
In this way, grassroots marketing is similar to viral or word-of-mouth advertising. Each is primarily concerned with creating content the target audience naturally wants to share.
By collaborating with an influencer or similar individual, the business has a cost-effective means of getting its message in front of a highly targeted audience.
Implementing grassroots marketing
Step 1 – Understand the target audience
An oft-repeated but vitally important step. Without a proper understanding of the target audience, consumers are less likely to share content with others.
Step 2 – Inspire action through creativity
From a single store to more than 60,000 worldwide, the social currency of grassroots marketing is responsible for the growth of coffee company Starbucks.
It managed to foster an emotional connection with its customers through environmental stewardship, global responsibility, and ethical sourcing.
The company was also creative by marketing itself as more than a café. Every Starbucks outlet is a place to hold a business meeting, work quietly on a laptop, or celebrate a life event.
Businesses who need some creativity pointers should consider the following:
- Social currency – how can content be shared organically? Content should also be easy to share.
- Practical value – start small by solving the greatest challenges of one customer.
- Free samples – give limited quantities of the product away for free or incorporate a freemium business model.
- Triggers – or elements that reinforce the brand association.
Step 3 – Focus on the storytelling aspect
Good storytelling touches on emotions which are a powerful driver of the organic spread grassroots marketing relies on.
Storytelling helps the product create a user experience that inspires, delights, or amazes.
story must be the story of the target audience. In other words, it must be something they can relate to and then feel compelled to share.
Step 4 – Don’t neglect reviews
Reviews are also an integral aspect of gaining organic traction online.
Businesses should seek to build their reputation through Google, Yelp, or whatever review site is most relevant to their product.
- Grassroots marketing involves creating highly targeted content for a small group of people. The ultimate aim is to produce content the group is compelled to share with others organically.
- Like viral or word-of-mouth advertising, grassroots marketing is most effective when used in conjunction with the virality and influence of social media.
- Grassroots marketing starts with a deep understanding of the target audience and then finding ways to creatively market to them. Telling relatable stories and using product reviews are also crucial aspects.
What is the difference between guerilla and grassroots marketing?
Guerrilla marketing’s primary purpose is to generate as much buzz as possible. Grassroots marketing is done with a specific audience in mind. Thus it’s targeted to a niche audience. A grassroots marketing campaign may scale to a broader audience, but its main aim is to be thought for a niche audience.
What are the steps to implementing a grassroots marketing campaign?
What are the benefits of a grassroot marketing program?
Since it’s targeted at a niche audience, it might call for less competition, easier implementation, and higher conversions, as it’s meant to satisfy a specific audience by tackling their main pain points. A grassroots marketing strategy can be compelling. While it targets a specific audience, it might also create options to scale, as the message can scale to a broader audience.
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