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Lesson #2: Use Your Consumers As Your Secret Ingredient
“The reality is that consumers don’t need our s---,” says van Stolk. “People get fired up about Jones because it’s theirs.”

Image Versus Identity
The image of a company can be purchased and crafted much like an illusion that a stage magician performs. The identity of a company is the real version of what customers see and experience when patronizing a company. Huge difference. It is quite possible and often likely that companies that have paid for an image have quite a different identity. Grassroots marketing people like your's truly discover and bring out the true identity of the businesses we represent. Here's a quick example; an area has an Avis Rental Car location which has an image of "We're number two, so we try harder." But also in the area is Joe's Rental Cars, a local guy who serves free hot dogs and always has cars in stock. The first has an image, the second has an identity. Image is fleeting and expensive, identity keeps customers talking and coming back.

Use a Benefit Funnel to Write Compelling Copy
If you've studied some of the big-name direct marketers, you may have heard of a "customer funnel" or "product funnel." That's *not* what this column is about, so don't skip it because you think you already know. (If you don't know, I explain in the last paragraph.)
Succeed With Social Media
The key to success with social media–and I’ve built my business on it since 1995–is to interact with others the way you’d like to be interacted with. Call it the Golden Rule of Cyberspace–it’s not so different from the Golden Rule of every major religion.
Tips For Making A Successful Home Repair Franchise Business
A recession-resistant business can be a great blessing, but if it isn’t operated properly, it will never become all that it can be. Here are some easy steps you can take to make your home repair franchise flourish.

Other grassroots marketing Related Articles

We the Media
Book Review -- Grassroots Journalism by the People, for the People – Dan Gillmor; O’Reilly Press, 1005 Gravenstein Highway North, Sebastopol, CA 95472, 707.827.7000, www.oreilly.com; August 2004; 304 pages, hardcover; $24.95
Lesson #4: Build A Brand That Can Stand On Its Own
In both 2004 and 2005, Canadian Business magazine named Tim Hortons the best-managed brand in Canada. Joyce may no longer be with the company, but that honour is in no small part due to the successful marketing strategy that he initiated in the company’s early years. With a focus on grassroots and Canadian culture, Joyce created a brand that has inspired a nation’s pride and has stood the test of time.

The Role of Microfinance in Addressing the HIV/AIDS Pandemic in Zambia: The Rainbow Model Provides a Future for AIDS Orphans
Poverty and HIV/AIDS constitute a vicious circle. Poverty creates vulnerability to HIV/AIDS, and HIV/AIDS leads to poverty. Unfortunately, the interventions of the national and international community are not moving as quickly as the desperation and the loss of hope in the people coping with the pandemic at the grassroots level.

HOW TO MAKE YOUR WEBSITE GET LIFE CUSTOMERS
On my first day in a marketing class the lecturer asked me what is the relationship between sales and marketing. Those days I was newbie in marketing and all I knew about marketing was the word sales. To me marketing was synonymous with sales. Back then I did not know what I know today that sales is one part of any business marketing activities. Therefore I had no clue what marketing was. To me, marketing was sales. The lecturer went on to tell the class that the role of marketing in an organization is to chart the way forward on: 1. What products to produce.

Image Versus Identity
The image of a company can be purchased and crafted much like an illusion that a stage magician performs. The identity of a company is the real version of what customers see and experience when patronizing a company. Huge difference. It is quite possible and often likely that companies that have paid for an image have quite a different identity. Grassroots marketing people like your's truly discover and bring out the true identity of the businesses we represent. Here's a quick example; an area has an Avis Rental Car location which has an image of "We're number two, so we try harder." But also in the area is Joe's Rental Cars, a local guy who serves free hot dogs and always has cars in stock. The first has an image, the second has an identity. Image is fleeting and expensive, identity keeps customers talking and coming back.

Grassroots Marketing is Dandy
Market like a dandelion? We can learn a lot about "grassroots" marketing from those pesky little guys.

3 Simple Steps to Creating Your Marketing Calendar
What is a marketing calendar? This article asks and answers the questions what is a marketing calendar and offers in three easy ways for you to create your next marketing calendar. First you'll need a strategic marketing plan with all your marketing tactics ready to be put into your new marketing calendar. Then you'll need use your marketing calendar to kick all your marketing into fast action.
Earth Day and The Business of Green
Earth Day started as a grassroots movement, now environmental advocacy organizations are being sponsored by corporations and this is helping to change social behavior. Smart businesses are responding to consumers asserting their right to greener products and demanding more sustainable business practices.

The Obama Grassroots Campaign - 7 Reasons Why Your Organization Can't Duplicate It
Seven reasons why your organization can't duplicate the fervor of Obama's grassroots campaign...
Why mums make great entrepreneurs
Mums often make natural entrepreneurs and have the motivation to set up their own business to balance work and family needs, says a leading business expert who is promoting grassroots entrepreneurialism.
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