Grassroots Marketing Case Studies
by Target [email protected]
Origin
In the United States, the first use of the phrase
"grassroots and boots" is thought to have been
coined by Senator Albert Jeremiah Beveridge of
Indiana, who said of the Progressive Party in 1912,
"This party has come from the grass roots. It has
grown from the soil of people's hard necessities."
Copyright 2009 - Target Latino
DefinitionA grassroots movement is one driven by the politics of a community.
The term implies that the creation of the movement and the group supporting it is natural and spontaneous.
Often, grassroots movements are at the local level, as many volunteers in the community give their time to support the local party, which can lead to helping the national party.
Copyright 2009 - Target Latino
TechniquesGrassroots organize and lobby through procedures including:
hosting house meetings or parties
putting up posters
talking with pedestrians on the street
setting up information tables
organizing large demonstrations and/or larger meetings
Copyright 2009 - Target Latino
Grassroots DifferencesField Marketing is the practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales via in-store promotions, set up point of sale displays, etc.
Event Marketing is the marketing discipline focused on face to face interaction via live events, trade shows and corporate meetings among other event types
Copyright 2009 - Target Latino
Grassroots MarketingGrassroots marketing is about getting consumers and influencers in your key markets to care so much about what you are doing that they become your cheerleaders and most vocal supporters.
Copyright 2009 - Target Latino
Grassroots Marketing
Suddenly, you have a credible, voluntary sales force that is carrying your message forward with more velocity than a single marketing department.
Copyright 2009 - Target Latino
Case Study - ProblemThis company caters to the non-acculturated segment of the Hispanic market. They were looking for ways to improve growth with a very limited marketing budget.
Their sales were low - especially when compared to the competition - in spite of media and advertising efforts.
Copyright 2009 - Target Latino
Case Study - ProblemThey had performed customer satisfaction studies where their customer experience rated very good overall.
Their prices were lower than average - even though some customers had expressed that the prices were higher than the competitors.
Copyright 2009 - Target Latino
Case Study - Solution
Understand the positioning of their brand/products/services: Competition Analysis and Awareness study
Copyright 2009 - Target Latino
Case Study - Solution
The results were very clear: the public had low awareness of the company, its locations and its products.
Copyright 2009 - Target Latino
Case Study - Solution
Development and implementation of an Integrated Local Sales and Marketing Strategy with a very strong Grassroots component
Copyright 2009 - Target Latino
Case Study - Solution
We started with an initial splash of local partnerships, frequent message reinforcement and loyal support from (unpaid) brand ambassadors.
Copyright 2009 - Target Latino
Case Study - Results113% revenue increase within a year71% sales increase in six months42% increase of the customer base63% increase in customer frequency in six months21% new customers in six monthsdevelopment of over 750 relationships with Hispanic businesses in 6 months
Copyright 2009 - Target Latino
A National CompanyProblem:
Company manufactured and marketed consumer products geared to the Hispanic woman sold through 4,000+ Hispanic retailers nationwide.
The company was only growing the Hispanic market sales by 2% to 2.5% per year. This represented about 5% of the company's sales for this product.
Copyright 2009 - Target Latino
A National CompanyResults:
Bilingual marketing strategies around product, packaging, communication, grassroots and advertising on a new product launch brought in sales 303% higher than forecasted right after hitting the market
Copyright 2009 - Target Latino