In a world where digital presence is paramount, marketing techniques have had to transform to stay relevant and efficient. While traditional grassroots marketing—defined by in-person interactions, local activities, and recommendations from friends—still exists, it has morphed significantly. This shift has been propelled by the growing influence of social media, the rise of influencer marketing, and the development of cutting-edge online platforms.
Tara Schroetter, the digital and social media vice president at MMGY Wagstaff, notes that “influencers have become the new street teams, viral TikTok movements serve as modern word-of-mouth, and geo-targeted ads on Instagram enable brands to tap into specific audience segments effortlessly. It hasn’t replaced grassroots marketing; instead, it has evolved hand in hand with it, enhancing its effectiveness.”
What consumers desire in a post-pandemic environment
Even as grassroots marketing transforms, core elements that underpinned its effectiveness remain intact. Central to successful marketing strategies is a commitment to community engagement. The reason? As societal values and priorities have shifted, brand expectations from consumers have also evolved. Jeffrey Steadman, director of community engagement for Cotopaxi, emphasizes that people now seek more than just products.
“They’re after a connection with your brand,” says Steadman. “Customers are eager to forge personal bonds with companies. Human beings crave connection.”
Consumers are increasingly drawn to companies that align with their values.
“Now more than ever, individuals are deeply invested in a brand’s mission,” states Chad Jensen, president of Round Room, TCC, and Wireless Zone. “BrandCustomers prefer to engage with businesses that reflect their own beliefs. A decade ago, simply delivering information about your product to a mass audience was effective, but this is no longer sufficient in today’s market, where consumers expect much more from the brands they buy from.”
Grassroots marketing in the age of social media
This desire for connection and shared values is evident in social media campaigns. Jackie McKellar, a director in marketing and sales, highlights how digital advancements have fundamentally altered marketing approaches.
“The rise of digital platforms has transformed grassroots marketing by offering brands efficient and data-driven ways to target, engage with, and mobilize large audiences, irrespective of their location,” McKellar explains.
With the explosion of platforms like TikTok, Instagram, and Facebook, the reach of grassroots initiatives has expanded, enabling messages to garner viral attention and span a global audience. Social media has reshaped how brands connect with communities. Brands can convert their most passionate fans into online promoters who advocate for their products and services. Additionally, social media acts as a support channel, enhancing customer service and effectively resolving issues.
“Platforms like Discord or Clubhouse have emerged, allowing brands to engage in personalized dialogues without the need for guerrilla tactics,” points out Sarah Remesch, founder of 270M, a talent management and influencer campaign agency. “These platforms provide a more personal, engaging, and interactive environment for brands and their audiences, reaching a broader and geographically diverse audience in much less time.”
A crucial aspect of building online communities involves collaborating with individuals who are established within the community and respected as leaders. This is where influencers become vital. Remesch draws an interesting comparison between influencer marketing and grassroots marketing in today’s digital landscape.
“Influencers, particularly micro-influencers, maintain devoted and niche audiences,” she observes. “Partnering with them lets brands authentically connect with these groups. The trust that influencers cultivate with their followers is comparable to the word-of-mouth endorsements found in traditional grassroots methodologies.”
Grassroots marketing: Beyond mere digital interaction
While social media is an invaluable asset, the relationship with audiences must extend beyond the digital realm. Jensen emphasizes the necessity of balancing online with offline engagements. He notes that in a world heavily influenced by digital communication, maintaining a personal touch is crucial for fostering authentic relationships between brands and consumers.
Jensen’s views echo Steadman’s insights on the lasting significance of face-to-face interactions and the importance of building trust within local circles.
“Social media and the internet at large can effectively initiate connections,” Steadman remarks. “They create a powerful mechanism for gathering like-minded individuals eager to support a brand. Nevertheless, these connections must transition beyond the online world, as people are yearning for deeper relationships.
“Digital connections can provide a helpful starting point, but they cannot replace genuine, heartfelt interactions,” he continues. “This is why Cotopaxi invests heavily in community; online connections may teach you something, but real-life interactions evoke genuine feelings.
Community engagement is a long-term commitment, necessitating careful planning regarding how and where it is deployed. Ultimately, these human connections create a protective barrier around your brand.”
How grassroots marketing has transformed
To bridge the gap from the digital to the physical realm, Steadman and his team organize a 24-hour adventure event known as Questival, urging friends to team up and discover their local areas.
“During our inaugural Questival in 2014, we saw 30,000 Instagram posts,” he reflects. “As time progressed, we harnessed that content to engage new participants via social media. Many people still share their experiences from their first Questival with us. This initiative not only helps convert participants into lasting supporters but impacts them significantly, turning them into brand advocates who spread awareness about our mission.”
However, traditional grassroots marketing methods sometimes remain effective. McKellar notes that some purchasing demographics may not be engaged online. She also highlights that particular industries can continue to benefit from conventional tactics. Sectors such as real estate, financial advising, insurance, home improvement, brick-and-mortar retail, and healthcare rely heavily on networking and personal referrals.
“In many cases, the personal referrals generated by grassroots marketing far surpass the value of online reviews or digital ads,” mentions McKellar.
The forthcoming landscape of marketing
Looking forward, the future of marketing presents exciting opportunities. On one hand, AI is being harnessed to fuel new tools, capturing audience interest. A recent campaign by MMGY tapped into this intrigue on the community platform Reddit by suggesting that AI had supplanted a tourism board’s advertising agency.
“Featuring AI-generated visuals, a new branding scheme, creative stunts, and catchy taglines, the Megathread garnered 1.4 million views and an impressive 19% upvote rate within the initial days, with a campaign-specific landing page continuing the narrative,” Schroetter explains.
Along with the power of algorithms, Steadman anticipates a transition from simple personalization to deeper humanization.
“In the marketing field, the last ten years were focused on personalization, while the next decade will revolve around humanization,” he predicts.
The digital advancement of grassroots marketing hasn’t replaced its traditional predecessor but rather amplified its scope and significance. It’s now more essential than ever to cultivate genuine relationships, leverage social media effectively, and embrace the human elements of marketing. As the landscape becomes increasingly intricate, consumers are becoming more skilled at distinguishing authenticity from insincerity.
As Steadman wisely puts it, “Community marketing isn’t merely a tactic to adopt; it must be integrated into the core of your brand.”
