Grassroots Marketing: Starting from the Bottom

Posted by on August 15, 2014

Grassroots marketing, also known as guerrilla marketing, focuses on implementing your message to a small target audience in hopes they will pass it on to a larger network. With this method you are literally starting from the ground and working your way up by relying on others to help spread your campaign.

Getting people to talk about your company, products or brand and recommending it to their network can be challenging and take some time. But once the ball gets rolling, its effectiveness can quickly take the nation by storm.

Consider the history of Facebook. This globally recognized brand started out as a hobby for Mark Zuckerberg that spread through the Harvard network by word of mouth marketing – a tactic of grassroots marketing. Soon the site spread to other Ivy League universities like Stanford and Yale. Months later, the social network spread nationally, and today there are more than 829 million daily active users across the world. 

You may not have the next Facebook, but that doesn’t mean you won’t benefit from this marketing approach. Grassroots marketing is ideal for startup companies or those with a low budget. Unlike broad advertising campaigns that use paid ad placements and billboards, this marketing approach often features low-cost campaigns, such as posting to social media and message boards and holding giveaways through simple contests.

When you first begin discussing your marketing strategy, consider what your goals are and who would benefit most from your message, then draft your grassroots plan around those answers. Consider strategies that will best meet your needs such as word of mouth marketing, offering product samples, pulling together a street team or participating in local events.

A marketing strategy doesn’t have to be expensive, fancy and elaborate to be effective. It just has to make sense and have a purpose. Share with us, do you have any upcoming campaigns where you plan to use a grassroots marketing approach?


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