Grassroots marketing is a marketing strategy that aims to drum up interest in a product, brand, or idea with the use of a targeted and highly niche audience. The defining idea behind grassroots marketing is one of audience and intent. Instead of reaching out to a larger segment of the consumer population, marketers try persuading that niche audience to spread the word and advocate their products or services amongst their peers. Grassroots marketing often uses unconventional or nontraditional methods and can be cost-effective since it targets a smaller, specific audience. Here are some examples of grassroots marketing ideas:
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Social media campaigns: Grassroots marketing relies heavily on social media and virality to succeed. Companies can create content thats highly targeted to a niche or specific audience and inspire them to amplify and share the message.
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Supporting a cause: Companies can implement grassroots marketing in their strategy by supporting a cause that their audience cares about. This can be a quick and easy way to get started.
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Low-cost campaigns: Grassroots marketing often features low-cost and free campaigns, such as posting on social media or message boards, holding giveaways and contests, and other low-cost efforts.
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Word-of-mouth marketing: Instead of launching a message that appeals to many people, grassroots marketing targets efforts to a small group and hopes that the group will spread the message to a much larger audience.
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Innovative campaigns: Companies can use innovative campaigns to set themselves apart from the competition and make their message more memorable. For example, WestJet Airlines used a grassroots marketing campaign to surprise and delight passengers during the holiday season.
