There are several strategies for marketing. They tend to be reinvented every few years because of how quickly the world seems to be moving. A method of marketing that appears to be gaining a lot of steam and garnering quite the attention is Grassroots Marketing. Marketing can be seen as the act of advertising a product or service. It involves buying and selling, as well as promotion of the product. In this vein, we can classify advertisement as a type of marketing.
What is Grassroots Marketing?
Now, what is Grassroots Marketing? As the name implies, it refers to marketing taking place at the grassroots. The grassroots can be seen as a synonym for more localized people. Grassroots Marketing is most similar to word-of-mouth marketing. Word of mouth marketing is simply a friend telling another friend about a product or service. This sort of marketing is very effective because the element of trust is already prevalent. A person is more likely to purchase a product or a service their friend recommended than one they saw on the Internet.
Grassroots marketing is a method brands use to target a specific group of people or a niche. It is effective because success truly lies in the niche. People gravitate towards things that are personalized or seem personalized because it makes them feel seen and special. Grassroots marketing is a type of strategy that specializes in a “personalized” sort of marketing. There are certain qualities that a grassroots advert or marketing campaign should have, and we’ll discuss them briefly.
4 Elements of Grassroots Marketing
- Viral Element – When you create content for a niche, you’re looking for higher engagement rates and success within that niche. Therefore you want to create content that has that viral element. Content that users and viewers want to share with people who have the same interests.
- Relatable Element – A grassroots marketing campaign should have a relatable element that appeals to the niche that it is made for. Without that relatable element, it is unlikely to succeed.
- Creative Element – It certainly goes without saying that a grassroots campaign should be creative. All campaigns are creative; however, a grassroots campaign needs that creative element to succeed. It does not have to be high-cost to be creative. It simply has to use creative methods often utilized in the niche it is made for. For example, a company that makes rainbow-colored gummy bears will want an ad specially tailored for their demographic.
- Platform Diversity Element – A grassroots campaign should be easily diversified into many social media platforms. If you’re creating a product or a grassroots campaign for young adults, you’ll want to post that campaign on platforms young adults use. Posting an ad for young adults and teenagers on a platform like Facebook isn’t a good strategy. You want to ensure you’re properly advertising. Therefore you’d want to use platforms like TikTok, Triller, Twitter, and Instagram.
Grassroots marketing involves a large number of strategies because it needs precise execution for success. When you’re creating a campaign for the general public, you are rest assured that a group of people will enjoy the campaign. On the other hand, when you create a campaign for a specific group of people, it is either a hit or a miss. For more information on Grassroots Marketing as well as some helpful strategies, please click here.