Igniting Consumer Passions to Drive Business Audience Sales Force Advertising Promotional Activities Retail Merchandising Website Public Relations Igniting Passion and Driving Business BOTTOMUP MARKETING ID: 595541
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Slide1
Bottom-Up Marketing
Igniting Consumer Passions to Drive BusinessSlide2
Audience
Sales Force
Advertising
Promotional Activities
Retail Merchandising
Website
Public Relations
Igniting Passion and Driving Business
BOTTOM-UP MARKETINGSlide3
Igniting Passion and Driving BusinessWhat is Bottom-up marketing?Slide4
Igniting Passion and Driving BusinessSlide5
Igniting Passion and Driving Business
Taps into the individual level to ignite passion and advocacyAllows messages to bubble up from individual level and expand to broader audiences virally
Works in concert with traditional marketing efforts
What is Bottom-up marketing?Slide6
Igniting Passion and Driving BusinessGeneral Rules of
bottom-up marketingSlide7
1. Start Small and Narrow
Igniting Passion and Driving Business
Define your “special sauce”
Create a focused program
Don’t blanket the landscape; identify a few key – and influential – audience targetsSlide8
2. See what sticks and populate
Igniting Passion and Driving Business
Keep track of what’s generating interest
Adjust as necessary
Flexibility is keySlide9
3. touch & feel it
Igniting Passion and Driving Business
Provide your target audience with hands-on trial
Let them try it – no strings attachedSlide10
4. Open your doors to open theirs
Igniting Passion and Driving Business
Be transparent
Consumers are savvy, demand authenticity
Their opinions matter tooSlide11
5. Make it personal
Igniting Passion and Driving Business
Be sincere and authentic
Show consumers you stand behind your product
Engage with the audienceSlide12
6. Give consumers a job
Igniting Passion and Driving Business
Subtly give the consumer ways to “work it”
Make them feel important and valued
People are busy – make sure it fits in their livesSlide13
7. it’s not a one-night stand
Igniting Passion and Driving Business
Call after the first date, show up for the second
Keep your audience engaged; feed it often with informationSlide14
8. Foundation for traditional marketing efforts
Igniting Passion and Driving Business
As messages and interest bubble up, compliment with traditional marketing effortsSlide15
9. measure, adjust, measure
Igniting Passion and Driving Business
Capture data as the program grows; use it for your overall business planning
Be creative in how to use results in marketing
Continue to expand the programSlide16
10. Have Fun
Igniting Passion and Driving Business
Traditional + Bottom-Up Marketing = Powerful Impact.
It starts from the heart of users and leverages their needs and desires into action on behalf of the productSlide17
Does it work?
Igniting Passion and Driving BusinessSlide18
Thank you!
Igniting Passion and Driving Business