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Profitable Grassroots Marketing – The 4 Deadliest Mistakes in Local-Level Marketing (Is This You?)

“Most local marketing programs fail, not because of a lack of good ideas, but because of poor follow-up and support.” ~Jeff Slutsky

Grassroots marketing for local businesses requires a real plan of attack to develop and implement a fully integrated grassroots marketing program designed to work for your organization. Most local marketers rely on the strategy of making it up as they go along.

And their low profits match this strategy.

There are 4 profit-sucking mistakes most marketers make with grassroots marketing. As I’ve said many times, you don’t want to go near this, or anything else, like most people, because most people are broke.

So let’s take a closer look at these 4 mistakes and what to do about them.

4 Common Basic marketing mistakes

Error no. 1: Not giving enough time to fully develop the program – The most important development phase allows you to offer the rest of your stores a program that is much easier to implement and more likely to succeed sooner. When you cut off the development phase too soon, you short-circuit that effort.

What to do instead: When you take the time to do the heavy lifting on the front end, it will pay off forever.

Error no. 2: Expect franchises to be implemented without training and support – It sounds silly, but many local sellers do it. Again, don’t be most people. Many times a local marketing program begins and ends with a manual and/or a seminar.

What to do instead: While these are tools that help get this program off the ground, it’s the follow-up process that makes it successful.

Mistake 3: Not enough support from above – All levels of management must support a successful local marketing program as if it were introducing a new product, equipment or procedure.

What to do instead: Even the highest levels of management can help by letting the grassroots know what the program can mean for the company’s overall success.

Error no. 4: Don’t allow the marketing element to pass one by one – Some organizations are concerned that allowing franchisees or store franchisees to do some marketing will interfere with their operations. So they want to bring in an army of local marketers to do it for them. This is too expensive and ineffective.

What to do instead: Store franchisees are in a unique position to have their finger on the pulse of the community. This is the first step to mastering the local neighborhood.

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