Hispanic grassroots case studies

Grassroots Marketing Case Studies

by Target [email protected]

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Origin

In the United States, the first use of the phrase

"grassroots and boots" is thought to have been

coined by Senator Albert Jeremiah Beveridge of

Indiana, who said of the Progressive Party in 1912,

"This party has come from the grass roots. It has

grown from the soil of people's hard necessities."

Copyright 2009 - Target Latino

DefinitionA grassroots movement is one driven by the politics of a community.

The term implies that the creation of the movement and the group supporting it is natural and spontaneous.

Often, grassroots movements are at the local level, as many volunteers in the community give their time to support the local party, which can lead to helping the national party.


TechniquesGrassroots organize and lobby through procedures including:

hosting house meetings or parties

putting up posters

talking with pedestrians on the street

setting up information tables

organizing large demonstrations and/or larger meetings


Grassroots DifferencesField Marketing is the practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales via in-store promotions, set up point of sale displays, etc.

Event Marketing is the marketing discipline focused on face to face interaction via live events, trade shows and corporate meetings among other event types


Grassroots MarketingGrassroots marketing is about getting consumers and influencers in your key markets to care so much about what you are doing that they become your cheerleaders and most vocal supporters.


Grassroots Marketing

Suddenly, you have a credible, voluntary sales force that is carrying your message forward with more velocity than a single marketing department.


Case Study - ProblemThis company caters to the non-acculturated segment of the Hispanic market. They were looking for ways to improve growth with a very limited marketing budget.

Their sales were low - especially when compared to the competition - in spite of media and advertising efforts.


Case Study - ProblemThey had performed customer satisfaction studies where their customer experience rated very good overall.

Their prices were lower than average - even though some customers had expressed that the prices were higher than the competitors.


Case Study - Solution

Understand the positioning of their brand/products/services: Competition Analysis and Awareness study



The results were very clear: the public had low awareness of the company, its locations and its products.



Development and implementation of an Integrated Local Sales and Marketing Strategy with a very strong Grassroots component



We started with an initial splash of local partnerships, frequent message reinforcement and loyal support from (unpaid) brand ambassadors.


Case Study - Results113% revenue increase within a year71% sales increase in six months42% increase of the customer base63% increase in customer frequency in six months21% new customers in six monthsdevelopment of over 750 relationships with Hispanic businesses in 6 months


A National CompanyProblem:

Company manufactured and marketed consumer products geared to the Hispanic woman sold through 4,000+ Hispanic retailers nationwide.

The company was only growing the Hispanic market sales by 2% to 2.5% per year. This represented about 5% of the company's sales for this product.


A National CompanyResults:

Bilingual marketing strategies around product, packaging, communication, grassroots and advertising on a new product launch brought in sales 303% higher than forecasted right after hitting the market


Grassroots Marketing Experts

Target [email protected]

770.891.7510



Hispanic grassroots case studies

Marketing

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