Not all businesses appeal to the masses. This doesn’t mean marketing isn’t an option for obtaining company growth, it just means those companies need to get a little more creative! Grassroots marketing, sometimes referred to as Guerrilla marketing, takes some out-of-the-box thinking and often a little elbow grease. However, businesses who make that commitment, often reap amazing benefits.
What is the official definition of grassroots marketing?
Every marketer has a slightly different definition of what grass roots marketing is and what advertising techniques apply. We try to keep it simple. So our definition is…
Grass Roots Marketing: Any marketing strategies that involve unconventional message distribution. This method typically starts with distributing the message through the target marketing and outward, as opposed to the masses.
Grassroots marketing dials in on the target market of a company and aims to attract them. It is also typically aimed to be spread by the target market as well, both through exposure and word-of-mouth marketing. Many startups and newer businesses take advantage of this strategy due to its lower associated costs.
How does grass roots marketing actually work?
The concept behind grass roots marketing is that it is more direct. You start the message out with small groups of your target market, in hopes that they will help spread the message to a larger audience. Traditional marketing strategies aim at the masses, hoping to appeal to a percentage of those reached. Grassroots marketing tackles a target market head on. Since it is aimed at reaching smaller numbers, it is often more affordable for up-and-coming businesses.
Over the years, many companies have proven how affective these grass root marketing campaigns can be. For example, Red Bull Energy Drink does massive amounts of grass roots marketing on college campuses across the United States. They have even “dropped” a case full of Red Bull by parachute to the students at the University of Tampa!
How does a business take advantage of a grassroots marketing strategy?
This strategy is a little more hands-on effort than most marketing campaigns. However, they are known to provide impressive results. The best way to take advantage of these opportunities is to discover the ins and outs of your target market. Learn what event they attend, what non-profits they support and if they meet anywhere on a regular basis. The key is to discover the best way to reach them. Then it’s time for the fun part, creating the grassroots campaign. Squirl.co, a company designed to help authors gain exposure, shows a great example of grassroots marketing at SXSW 2015.
Many small businesses don’t have the budget for huge mass media marketing campaigns. This leaves some business owners disheartened about their available marketing options. This is the moment where grass roots marketing comes into play. They are usually more time intensive strategies, however, they are known for creating great marketing success on a limited budget. If you are interested in grass roots marketing strategies for your business, feel free to contact us.