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

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

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

4. Igniting Passion and Driving Business

5. 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

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

7. 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

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

9. 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

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

11. 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

12. 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

13. 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

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

15. 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

16. 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

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

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