Grassroots Marketing

different names for grassroots marketing (4)
-viral marketing
-guerilla marketing
-street teams/e-teams
-peer to peer
3 reasons to choose this style of marketing
-competition for brain space, air time (it’s hard to get above the noise and other labels have money)
-drive to be unique and different in marketing strategies (it’s the competition for the attention of the consumer that has driven marketers to find alternative methods)
-opinion leaders (they are targeted because they help push the message out)
what does word of mouth marketing do and what do you need to provide/do for those people
-educating
-identify people most likely to share their opinions
-have to provide tools to those people that enable them to share that info
-study those people to see how they’re using those tools
-strategy for detractors
wom marketers are called ______ beacuse…
-evangelists
-because they’re so passionate about what they’re talking about
street team members are also called
-evangelists
-volunteer ambassadors
street teams were originally formed as an alternative for….
traditional marketing for music that had no chance of getting airplay
characteristics/benefits of street teams
-they promote things where the target market can be found
-ties to the life style of the target market
-since they’re fans of the band they’re organically connected to the lifestyle of the target market
reasons street teams exist
-it’s a lot cheaper
-some target markets aren’t responsive to other media
what is sniping
where you put up posters around an area
tools for street teams include
-flyers
-merch
-candy
street team MUSTS to keep them happy
-express your gratitude
-recognize them somehow
-help them own the process/ownership/it’s their work
-help them internalize that message
-regular communication
-make them feel important and like they’re on the inside
-free stuff
things people on the E-Team do for music people
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-collecting articles and links that are out there-clipping service for online mentions
-cultivating and supporting other websites that are of interest to the target market (equipment, guitar sites, charitable, clothing)
-managing search engines and search engines submissions, making sure you’re coming up higher
-writing fan reviews