When you think of the different marketing/advertising methods at your disposal, what comes immediately to mind? Digital and print ads? Commercial spots with your local TV and radio stations? Social media?
All of the above are effective ways of getting your brand out there to your target market, but they also exist in a very crowded space where each message is forced to compete for the attention of a consumer base that is already over-inundated with advertisements. By limiting your marketing strategy to the “go-to” traditional methods, not only are you pitting yourself against others who offer the same service, you’re thrown into a mix of restaurants, car dealerships, and other businesses all waving their arms wildly and shouting “Hey, look over here!”
Studies suggest the average person is exposed to at what amounts to thousands of advertisements a day. That is a whole lot of arm-waving and shouting. If you want to stand out and rise above that kind of clamor, you might have to take a grassroots approach.
Keep in mind that grassroots marketing does not necessarily mean “free advertising.” Despite the above description, the fact remains that, to make money, you have to spend money. However, a little creativity can go a long way when it comes to the money you invest into brand awareness.
What is Grassroots Marketing?
Grassroots marketing is all about taking the consumer by surprise; presenting yourself/brand/message in a way that strikes a resonating chord with whoever encounters the “ad.” This is easier than it sounds if you don’t mind pounding a little pavement. As an independent agent/advisor or the owner of a small agency, you base your business on forging real-life relationships with your consumers. You can get the ball rolling by taking your marketing efforts directly to would-be clients.
- Financial Fitness Challenges: Develop a financial fitness challenge, encouraging people to save money, budget effectively, or achieve specific financial goals. Promote this challenge through social media and local community centers.
- Coffee Shop Takeovers: Partner with local coffee shops to host casual financial advice sessions. Offer free consultations or quick financial tips to people who drop by during specified hours.
- Financial Literacy Workshops: Offer free workshops on basic financial literacy in your community. This not only positions you as an expert but also helps people see the value of your services.
These are just a few of the countless non-traditional marketing opportunities that you could add to your toolkit. Maybe these will work for you. Maybe they won’t. Either way, if you’re looking for more new and innovative ways to engage your target market, IAMS has the solution for you. Our new Grassroots Marketing Tactics guide offers multiple ideas geared specifically toward financial planners, advisors, and agents.
Learn about:
- Leveraging word-of-mouth and local media
- Reaching your target audience in their most-visited spaces
- Cost-effective ways to boost your community presence
- And more!
