Product/Cause Marketing
Blah, blah, blah, marketing. Blah, blah, blah, sales. Blah, blah, blah, donations. Blah, blah, blah... blah.
See how annoying that is? We don't do that. Ever. We have a few simple rules when it comes to our marketing campaigns:
- Make it relevant
- Make it interesting
- Make it speak to their heart, not just their head
- Design it to be read - and spread
Accordingly, we start off every campaign with the same three questions:
- Who are you trying to reach?
- What do you want them to do?
- What will "success" look like?
And we start every client relationship by imparting a simple lesson. "You are not your target audience." What is exciting for you may not be relevant to those who you are trying to reach. You may be deeply steeped in a product or cause all day long. But your target audience might be hearing your pitch after a hard day's work at their own job. You've got to make it relevant, interesting, and emotionally impactful for them. Unless you've cloned yourself, you've got to get out of your own head, and think of it from their perspective. (And if you have cloned yourself, chances are you've got bigger problems).
At Grassroots Enterprise, we've made both an art and a science of marketing campaigns. Yeah, yeah, we know we're creative, funny, brilliant, yada, yada, yada. But equally important, we are able to use our proprietary technology, Grassroots Multiplier® to pre-test a nearly infinite variety of messages in real time, and to customize and personalize them on an ongoing basis for maximum impact.
It's really friggin cool. And more importantly, it works.
Featured Project
2004
A Fair Deal for Newfoundland
GRE makes Canadian history.
In 2004, a GRE campaign to pressure the Canadian federal government to fairly share revenue from off-shore oil drilling with the province of Newfoundland and Labrador resulted in a landmark agreement and became the most effective online movement in Canadian history.
