The document discusses grassroots marketing strategies presented by Nicole Roach at a BizCentral USA meeting, emphasizing affordable methods using existing resources to locally market products or services. Key tactics include direct engagement, word-of-mouth marketing, the importance of personal connections, and community involvement. Overall, grassroots marketing is portrayed as an effective way to build strong relationships and loyalty among customers.

1. Key Speaker
Nicole Roach
Marketing Coordinator
BizCentral USA
Administrator
Grace Dunlap
Marketing Assistant
HBIF Meeting 12-09
BizCentral USA

2. • BizCentral USA: A “One-stop” resource
center for startup, small & midsized
businesses nationwide!
• Key Speaker: Nicole Roach
• Questions
• Survey & Notes Page

3. I. What is Grassroots Marketing
II. The 3 F’s of Grassroots Marketing
III.5 Grassroots Marketing Methods
IV.Putting it all Together

4. • The most affordable type of marketing.
• Consists of using resources you already
have to spread the word about your
product or service.
• Market your company, organization,
products or services on a local and on a
personal level.
• Works best when a combination of
activities are implemented.

6. • Grassroots Marketing
Will:
• Build momentum until
you have your own
“fan section”.
• Form a ripple effect
among your
community.

7. Advertising

8. • 3 Things to
Remember:
• Feel Good
• Frequent
• Free

9. • Leave people with a memorable
experience.
• Don’t forget to research the market to
better ignite the fire.
• Nothing is worse than attempting to
appeal to a crowd that can not
relate.

10. • It’s important to have Speaking
multiple layers to Engagement
each campaign.
Press Release
• Tap into the
resources of your Community
partners. Event
• The idea is to keep Public Service
everything fresh. Announcement

11. • The best way to get people excited
about your products or services.
• Remember, your products must
deliver.
• Look at everything objectively
• Ask for feedback
• Great way to get forgiveness

12. • Direct Calls
• Speaking Engagements
• Canvassing
• Word of Mouth
• Networking

13. • This is the method where you directly call your
potential customer.
• If you are going to implement a direct phone
call campaign, make sure you are not calling
anyone on the “Do Not Call” list.
• https://telemarketing.donotcall.gov/
• Rather than directly pitching your product or
service invite them to an event or offer them a
free item etc.

14. • Use direct calls to both:
• Retain Customers
• Attain Customers
• Dallas-based Canyon
Cafes sent congratulatory
letters to recently promoted area workers.
"Come pop a cork with us," read the
personalized greetings, which offer free
champagne or wine at two their six restaurants.

15. • This method takes some inner talents that
maybe you didn't even know that you had, but:
• Who knows your passion better than you?
• Public speaking may not be your "thing", but if
there is someone in your company that can do
it, I would recommend it.
• This can also be a chance to utilize connections
that you have made throughout the
community.

16. • So maybe speaking in front of a large
crowd isn’t your thing.
• New trends on speaking
engagements:
• Host seminars or webinars
• Simulcast your events
• Record an interview and share it via video
• Podcasting

17. • Consists of going around your city or
neighborhood and speaking to people
directly, placing flyers & posters on doors,
cars, community boards etc.
• Remember to do your demographic
research on your target areas.
• Pay attention to community ordinances
and restrictions.

18. • Canvassing can consist of
a few additional methods:
• Get a stand at:
• Local Farmers Market
• Grocery/Specialty
Store
• This is a great time to bring
in the 3rd F of Grassroots
Marketing…. Free

19. • Word of Mouth
Marketing:
Giving people a
reason to talk about
your products and
services, and making
it easier for that
conversation to take
place.

20. • Educating people about your products &
service
• Identifying people most likely to share their
opinions
• Providing tools to make it easier to share
information
• Studying how, where, & when opinions are
being shared
• Listening & responding

21. • Word of Mouth
• Focused more specifically on the product or
service the consumer received
• Typically starts off stronger & dwindles down.
• Viral Marketing
• Typically reserved for programs where the
advertising is talked about as opposed to
the product itself.

22. • The act of getting out into the community and
meeting potential consumers, strategic
partners and other professionals.
• Effective business networking is the linking
together of individuals
who will become
walking, talking
advertisements
for one another.

23. • Networking Tips:
• Keep in mind it is about being genuine
• Know what your goals are for each event
• Take volunteer parts in groups or
associations
• Ask open-ended questions
• Have your elevator pitch ready
• Follow-up promptly

24. • Where to Network:
• Join Associations
• MeetUp
• Join Online Groups
• LinkedIn Groups
• Facebook Groups
• Chambers of Commerce

26. • The Bottom Line:
• Grassroots Marketing Builds Stronger
Relationships & Better Loyalty Than Other
Methods!
• Your Customers or Partners can be your Best
Sales Team!