Sep 15, 2015 Written by Guest
What do you do when you biggest competitor has endless amounts of revenue to invest in marketing, and you have very little? You start a grass roots campaign.
We are still early in the 2017 presidential race, but one candidate has caught my attention. Not from the issues for which he stands, but the creativity of his grassroots campaign. Bernie Sanders may be this fall's ALS Ice Bucket Challenge. He is looking to get the democratic nomination for the 2017 presidential race and his competitor comes with a big 'brand name' and an even bigger budget.
No matter what side of the aisle you sit, as entrepreneurs we all have been up against a competitor with strong name recognition and a large marketing budget? Tackling the behemoth in your industry may be as easy as rallying your supporters and spreading the word through grass roots campaigning and social media. This doesn't mean you don't invest in marketing, it just means your investment should be spent in a way to maximize the greatest return.
We are still early in the 2017 presidential race, but one candidate has caught my attention. Not from the issues for which he stands, but the creativity of his grassroots campaign. Bernie Sanders may be this fall's ALS Ice Bucket Challenge. He is looking to get the democratic nomination for the 2017 presidential race and his competitor comes with a big 'brand name' and an even bigger budget.
No matter what side of the aisle you sit, as entrepreneurs we all have been up against a competitor with strong name recognition and a large marketing budget? Tackling the behemoth in your industry may be as easy as rallying your supporters and spreading the word through grass roots campaigning and social media. This doesn't mean you don't invest in marketing, it just means your investment should be spent in a way to maximize the greatest return.
Here a four things you can do that take a small marketing investment, but brings big results.
1. Don't Be Afraid To Ask
No one will say yes, if you don't ask. Go to your top clients and ask them for a testimonial. When a client speaks highly of you, it means so much more than you speaking highly of yourself. Online sources are important such as Google, Yelp, App Store, Trip Advisor, etc.. You can also use testimonials in RFP responses and in your marketing materials. Make sure to inform your client where the testimonial will be used, always thank them.
2. Reward For Help
Sometimes all it takes is a simple 'thank you' and someone will be willing to write a testimonial or refer a friend. For others it may take some nudging. Rewards for help can range from a personal phone call, to entering a person's name into a contest , to paying out a finder's fee. The key is to make sure the reward fits the effort.
Several years ago there was an orthodontist outside of Denver that gave an ipod to every client who referred a new patient to him for orthodontic services. The cost of the ipod was a small fraction of the cost of the service, but a great reward for a tween or teen referring a friend. Determining what your referring clients' value is also key to encouraging a referral.
You don't always need to go big, sometimes a simple shout out on social media can be all the reward your customers need. Knowing your customer base and what they value will help you determine the appropriate invest required for helping you spread the word.
3. Provide the Tools To Empower
If you want to empower a campaign, you need to tell people what they need to do. Bernie Sanders did not just say, "Tell your friend's I am entering the presidential race and vote for me". He is encouraging supporters to start a hub, sending them the materials, providing them the message, and telling them out to organize.
With the ALS Ice Bucket challenge the concept was easy to duplicate, the rules of sharing were easy to understand and a key fact and it was a viral campaign.
4. Go Social
Not every business is going to go viral like the Ice Bucket Challenge, and for the last year many marketers have tried to duplicate the ALS Foundation's great success. A good campaign, does not need to be that big, it could just be a matter of getting out that you have a new product, location or are in business.
Tweet, share, post often and consistently while growing your base. On social media, be clear, on message, and speak to your audience. It's ok to add a little fun as long as it is appropriate to your audience. Ask your base to share your message through retweets, shares, and likes. Do the same for others and you will be amazed by how fast your base will grow.
Need help. Marketing Eye is dedicated to helping entrepreneurs who do not have the budget for a large in-house marketing department, but they need one. Learn more by visiting our site at: marketingeyedallas.com.
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