Back to Basics: Grassroots Marketing Techniques
Let’s face it. In
today’s world, there isn’t much emphasis on face-to-face communication. Between e-mail, blogging, instant messaging,
television, radio and cell phones, good old-fashioned human contact takes a
back seat to technology.
When it comes to marketing your small business, these can
all be great tools to get your company noticed, but it can be easy to forget
that some of the most basic techniques can be some of the most effective. Grassroots marketing is an essential method
that includes ways of providing countless benefits and long-term relationships
between your company and your community.
If you own a small business, chances are you are a loyal
member of your community and you want to see it grow and prosper, so why not
take the opportunity to get involved and get people in the community excited
about your business?
- Consider becoming a member of your local Chamber of Commerce and other community business organizations – this will be a great chance for you to gain recognition from other businesses in your area.
- Keep up with what’s happening in your community….tradeshows and networking events can give your business a major boost.
- Leave your mark – ask local businesses (hotels, restaurants, etc.) permission to leave your printed material, such as rack cards or postcards on display for their guests to take.
- Target specific markets in your area and visit those businesses – drop by and introduce yourself and your company, and leave a goody bag with some promotional items, a brochure, and of course your business card…this is always a nice way to spread the word about your company.
- Sponsor a local event in your area, or better yet, host one of your own such as a networking party or in-store seminar.
- Get to know your local media – building these relationships are crucial to your success as a growing small business. Contact the local television and radio stations and set up a meeting to introduce your company; let them know you would like the opportunity to get involved in your community and chances are they will help you spread the word about your business.
- What’s the simplest marketing tool around? Your mouth! Small businesses rely heavily on word-of-mouth marketing, so get people talking about your company by talking about it yourself! Take every opportunity to talk to people about the services you offer, and chances are the word will get out there.
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Scott Hepburn is a veteran PR and marketing professional. He blogs here about marketing, PR, advertising, journalism and social media.