How to Market a Business Through Grassroots Marketing

Video Transcript

"If you've launched a new business, you probably didn't allocate enough money for marketing. This is the single most common mistake made by businesses that fail. Hi, I'm Peggy Collins, and here's how to market a business through grassroots marketing. That's key. As the name implies, it begins at the ground level and the community where you do business. The simplest place to start is with an effective elevator speech. Keep it short, well-focused and understandable. Tell everyone about your business. Don't assume they know, assume they want to. You must be your most outspoken representative. Number two, ask customers for referrals. Nothing is more effective for building business than a personal referral. Word of mouth can go a long way to cultivate an army of ambassadors to help you spread the word. Number three, always follow up a referral with a simple thank you note. A handwritten thank you note to a customer is impressive, and it tells them you think their business is worth the time it takes to say so. Number four, press the flesh. Get out, get acquainted with other businesses in the community, who might be a good source of leads. Self flooring, get out and introduce yourself to furniture retailers, painters, interior designers, builders, and remodeling contractors. The best way to get a lead is to give one, so be sure you reciprocate. Five, product sampling, it's a great way to introduce new items, and reach out to a new market segment. How many times have you thought, I know they'd buy if they just tried it? So give a potential customer a taste of what you sell, along with a discount coupon for a purchase. Let them try, and they'll be more likely to buy. Number six, creative partnerships can extend your visibility. If you sell jewelry, team up with a successful clothing store. Display in each other's businesses, do fashion shows together. Maybe offer a discount to each other's customers. When the occasion calls for advertising you can extend your ad dollars by collaborating. Write, publish, promote, craft a press release for local media. Write a great blog sharing your expertise. Write a letter to the editor addressing a topic of interest to your industry. Publish a newsletter with relevant info the reader can actually use. Post an event or support a cause. Next, brand your business. Create an attention-getting mascot, interesting packaging, or imaginative delivery methods that are unique to your product. Invite your customers to share their ideas, and listen when they do. Take notes, ask questions, respond. Number ten, and most important, teach your staff to provide extraordinary customer service, and they'll keep coming back. It's about creating the experience, train every staff member from hostess or receptionist to the management team. The importance of customer service excellence and you can be sure a visit to your business is an experience they'll repeat and tell their friends about. That's the way you can utilize grassroots marketing to grow your business. I'm Peggy Collins, wishing you good luck and good business."