You might call today's blog topic "pounding the pavement," "free advertising," or "getting the word out." We are calling it Grassroots Marketing.
With its tailored focus on meeting customers in their everyday lives with local outreach, Grassroots marketing is a powerful tool for businesses looking to increase enrollment through non-traditional methods. Relational marketing could be another way to describe this type of marketing that relies on developing personal connections. Typically, costs are low, but effort is high. Most importantly, there is always a human element.
From partnerships with local businesses to creative social media engagement and hosting unique events, the potential for boosting visibility and engagement through grassroots efforts is immense.
You can discount the intro but never the packages. Instead, add perks like t-shirts and other items that connect new customers to your business, allow them to feel appreciated, and experience a sense of urgency. Appeal to what is trending, create a challenge or special limited-time programming, and build in incentives where participation earns a reward. Having a great time doing something meaningful to the customer (a great workout, for example) solidifies that your business is where they choose to participate.
Whatever you do, whether handing out flyers, participating in local charity auctions, or hosting free events inside or outside of your business, plan to track the number of new customers who come from each effort. You must do this to know if your grassroots marketing is working. Without this, you are likely to give up on what could be the source of many new customers. Regardless, you can only duplicate what is effective if you know. When a grassroots marketing event feels successful, you know it worked because you have the information to track performance and prove the good feeling with data.
Often, more time is spent planning the event than strategizing how to enroll new customers. A simple and clear method for enrolling newcomers and signing them up for their first class is vital to an effective grassroots campaign. One example: setting up a booth at high-traffic community events can be a game-changer. The team member who staffs this booth must be on the customer side of any table, drawing in potential clients. Finally, create a clear sign with minimal copy, a call to action, and use a QR code because everyone has a phone. Allow the team to quickly get the new customer signed up for their first class. Every Grassroots marketing effort must have a straightforward process to succeed.
Posting, sharing, and tagging pictures of your business' students, events, and activities seems obvious. That is just the beginning. Responding to every like and comment on your social media with a direct message/DM has a significant impact. If a person takes the time to make this seemingly minor connection, they are prime to become your next customer. Before spending another cent on advertising, commit to responding with a clear offer and sticking with the conversation until you book the first workout or session. We often need to take the final step to ensure our efforts make a difference to the business's bottom line.
When a grassroots marketing effort is at its best, your business becomes a valued community member. Whether part of a large chain or a single-location business, generating a sense of community or feeling like the third space is one of the lesser-known benefits of grassroots marketing. Being seen as a supporter of what matters in a person's everyday life makes a difference. Support the local team, school, or fundraising effort, and the goodwill is reputation building. Note, however, that the effort must be authentic. You do need to care about the partnerships you create. Otherwise, the effort may do more damage than good. Your local community organizations, like a chamber of commerce, can be a source for becoming connected with local business owners with whom you'd like to start building relationships. Be generous with what you have to share. Start with "What can I share?" versus "What can I get."
One key pillar of grassroots marketing is forming partnerships with local businesses. Where is a large group near you, a large employer or school? Often, they are looking for opportunites to enhance the lives of their employees and welcome your offers. A team-building event or a small giveaway might grab their attention and get you in the door to offer their employees a special rate. By collaborating with neighboring establishments, companies can tap into each other's customer bases and create mutually beneficial relationships. For example, you can build a perks program within your business offering the services of the partnering companies. Social media engagement plays a crucial role in amplifying these partnerships and reaching a wider audience, further solidifying the bond with the local community and setting the stage for long-term engagement. Fellow businesses within your community can work together to create a network of success for all.
Who is inside your business and already loves it? This individual is your best ambassador. Who do you know that influences a lot of other people? For example, a stylist offers a service where they have trusted relationships, are alone with a person for an extended period, having a conversation. The head of the wellbeing department can be a more effective connection versus dropping off flyers. How can you empower these types of individuals? Give them a unique code to attract new members, and consider trading access to your gym for their efforts. Ensure your core team members are your most motivated and effective ambassadors by creating a workspace they love through training, competitions, and rewards. An influencer must have experienced the results and want to share the news with everyone! The key here is an influencer who loves your product and has an audience of any size as long as it is deeply engaged.
To summarize, grassroots marketing offers a scalable and personalized approach to engaging with local communities and building lasting relationships. Businesses can unlock new growth opportunities by focusing on partnerships and community engagement with authenticity, solidifying their presence in competitive markets. Embracing innovation, fostering genuine connections, and staying committed to grassroots principles can lead to sustainable growth and long-term success in today's dynamic business landscape.