Igniting Consumer Passions to Drive Business Bottom-Up Marketing Igniting Consumer Passions to Drive Business

Igniting Passion and Driving Business Public Relations Advertising Retail Merchandising Audience Sales Force Website Promotional Activities BOTTOM-UP MARKETING Igniting Passion and Driving Business

What is Bottom-up marketing? Igniting Passion and Driving Business

Igniting Passion and Driving Business

What is Bottom-up marketing? Taps into the individual level to ignite passion and advocacy Allows messages to bubble up from individual level and expand to broader audiences virally Works in concert with traditional marketing efforts Igniting Passion and Driving Business

General Rules of bottom-up marketing Igniting Passion and Driving Business

Igniting Passion and Driving Business 1. Start Small and Narrow Define your “special sauce” Create a focused program Don’t blanket the landscape; identify a few key – and influential – audience targets Igniting Passion and Driving Business

2. See what sticks and populate Keep track of what’s generating interest Adjust as necessary Flexibility is key Igniting Passion and Driving Business

Igniting Passion and Driving Business 3. touch & feel it Provide your target audience with hands-on trial Let them try it – no strings attached Igniting Passion and Driving Business

4. Open your doors to open theirs Be transparent Consumers are savvy, demand authenticity Their opinions matter too Igniting Passion and Driving Business

Igniting Passion and Driving Business 5. Make it personal Be sincere and authentic Show consumers you stand behind your product Engage with the audience Igniting Passion and Driving Business

Igniting Passion and Driving Business 6. Give consumers a job Subtly give the consumer ways to “work it” Make them feel important and valued People are busy – make sure it fits in their lives Igniting Passion and Driving Business

7. it’s not a one-night stand Call after the first date, show up for the second Keep your audience engaged; feed it often with information Igniting Passion and Driving Business

8. Foundation for traditional marketing efforts As messages and interest bubble up, compliment with traditional marketing efforts Igniting Passion and Driving Business

9. measure, adjust, measure 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 program Igniting Passion and Driving Business

Igniting Passion and Driving Business 10. Have Fun 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 product Igniting Passion and Driving Business

Igniting Passion and Driving Business Does it work? Igniting Passion and Driving Business

Igniting Passion and Driving Business Thank you! Igniting Passion and Driving Business