grassroots-marketing

Grassroots Marketing In A Nutshell

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

Traditional marketing techniques see businesses craft marketing messages they hope will appeal to a broad range of people.

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.

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.

Social media is particularly important in grassroots marketing since the strategy relies on virality to succeed.

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.

Read Also: Marketing Strategy, Go-To-Market Strategy.

Implementing grassroots marketing

While marketing messages will vary from industry to industry, there are a few core steps that every business should satisfy when implementing a grassroots marketing campaign.

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.

Here, it’s important to develop a marketing strategy that inspires and motivates. What does the target audience care about?

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.

Key takeaways

  • 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.

Read Also: Marketing Strategy, Go-To-Market Strategy.

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.

Marketing Glossary

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

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