Grassroots Marketing: Communications That Deliver Real-World Results

The results in communities where we conduct grassroots programs far surpass the results in communities where we do not:

  • Word-of-mouth buzz is heightened
  • Community influencers are more likely to endorse a brand
  • Sales can be up to 125 percent higher
  • Trade promotions and free-standing inserts can be up to three times more effective
For More Information

North America
Cynthia McCafferty
FH St. Louis
314-982-8647
Contact Me

Amy Bollinger
FH St. Louis
314-982-8638
Contact Me

 

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Grassroots/Word-of-Mouth Marketing

Influence Strategy: Targeted Communications via Grassroots Marketing

At Fleishman-Hillard, the essence of grassroots marketing is ordinary people influencing extraordinary changes. Our targeted strategies place your brand closer to the consumer, creating a more substantive dialogue than is otherwise possible. The result: a loyal, unpaid sales force of thousands of enthusiastic ambassadors for your brand.

Influencing the Influencers

A primary component of our word-of-mouth programs involves communication with influencers of an audience. By working through the individuals who have the greatest impact on the audience’s decisions, the credibility of the message is enhanced, and the conversion rate from awareness to purchse (or adoption of a behavior) increases.

Influencers often include professionals who have an interest in the well-being of a target audience, such as community leaders, dietitians and nurses, fitness instructors, culinary professionals, teachers, and coaches.

Reaching Communities and Engaging Consumers Worldwide

We get your message to individuals with the strongest voice in your target community. With their input, you can break through the clutter, enhance your voice, and activate the actions you want, whether purchasing a product, supporting a policy, or simply embracing your brand. Fleishman-Hillard reaches these influencers through our national network of Community Organizers specialists located in more than 100 cities throughout the U.S.

Here’s how we have delivered results at the point of impact:

Fresh Step® Scoopable Cat Litter With Odor Eliminating Carbon

Our targeted grassroots strategy helped The Clorox Company launch Fresh Step® Scoopable Cat Litter With Odor Eliminating Carbon, a revolutionary new formula of cat litter — the biggest innovation in litter in years — under the same familiar brand name. FH engaged pet professionals and pet-audience influencers, both online through product review sites, blogs, and listservs, and offline through presentations, group meetings, and high-traffic events in 10 key markets. Through these venues, FH helped differentiate the new formula of litter, educate consumers about the new technology, and allow cat owners to see (and smell) the difference firsthand, effectively driving word-of-mouth buzz among cat litter consumers and online influencers.

The results were powerful, touching nearly 15,000 consumers directly and an estimated 1.3 million through buzz spread during the in-market campaign. The online grassroots program garnered approximately
7.2 million impressions through 40 blog postings and reviews posted to Epinions.com. Reviews on Epinions.com boasted an average rating of 4.5 out of 5 stars. Additionally, sales results exceeded expectations — the brand reported market share growth of more than 28 percent over the previous year