Grassroots marketing is a strategy that uses word-of-mouth influences to promote a product or service to a larger audience. It works through two target audiences: a smaller primary audience and a larger secondary audience. The goal is to inspire the primary audience to become advocates and promote the brand to the secondary audience. This strategy is especially useful for changing audience values and attracting new types of customers, making it a potentially effective approach for online businesses.
The process involves defining campaign goals and audiences, planning and executing the campaign, and then relying on the primary audience to promote the business widely. Unlike traditional marketing strategies, grassroots marketing can be a cost-effective way to boost brand awareness and reputation, as it cuts costs by focusing on a smaller group of customers and using them to reach a broader audience.
For example, the founder of skincare and hair care brand Camille Rose, Janell Stephens, used grassroots marketing to launch her business by involving her followers and customers in promotional efforts. This strategy not only saved her money but also helped her create a loyal customer base.