How Does Grassroots Marketing Work?

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How Does Grassroots Marketing Work?
How Does Grassroots Marketing Work? (Image: Bakahito)

Strategies for Acquiring New Customers

Grassroots marketing is a low-cost approach of letting customers be the advertisement. In is most simplest form, this can be nothing more than providing the best product or service in the market and hoping the word will get around. Free samples are a great way to let the product speak for itself. But active grassroots marketing campaigns frequently offer the customer something, like a hat, T-shirt, or some other branded item that will get the name of the business in front of more people and hopefully stimulate conversation. Some businesses explicitly offer discounts to existing customers who bring new clients into the fold. Many new businesses hire sign holders or pass out flyers to create interest. A viral video on the Internet are a perfect example of how quickly word-of-mouth can spread in the digital age. The goal of grassroots marketing is to set the words in motion.

Strategies for Retaining Customers and Boosting Sales

Existing customers are often encouraged to continue consuming from the business at an increased rate through promotional offers, such as club cards that offer free products or services once a certain level of consumption has been reached. These incentives help maximize a customer's expenditures. Coupons can have a similar effect. Many large franchises understand that customers can grow bored if the company's offerings remain static, which is why many offer seasonal products or periodically introduce temporary products while supplies last. The "flavor of the week" at an ice cream shop, or a new combination of hamburger toppings are perfect examples of mixing up the products to renew interest. When combined with other grassroots promotions to spread the word about these products, a veritable groundswell of new, short-term business can be raised for a minimum investment compared to traditional marketing approaches.

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