Grass Roots Marketing, Are you using it? - By: Mike the Gardener Enterprises, LLC

Back in my days in college I use to deliver Pizza for Domino’s. That by all accounts was one of the most fun jobs I ever had. It was fast paced, I worked with a lot of great of people, and while I was in my car, it was like being my own boss with no one standing over my shoulders.

Working at Domino’s also taught me some things about executing a successful grass roots marketing effort. Grass roots marketing is when you hit a certain area or demographic on smaller level to get directly to the customer.

What Domino’s did so well was get its marketing and advertising material in the hands of potential customers. By using us the employees to accomplish this grass roots marketing, our store sales increased as did our tips so everyone involved benefited.

Once each week, usually on Sunday mornings (since we did not open until noon on Sundays), the entire crew would get together, and we would do what is called “papering” a certain neighborhood in our delivery area. Papering was the process of going door to door and hanging our flyers (filled with coupons) on every person’s door.

The flyers or door hangers as we liked to call them, were supplied by Domino’s and on them were deals for everyday of the week. Each week we targeted a new part of the area so each week we were marketing to someone different. This helped increase sales tremendously.

Another door hanging technique we used was when we would make a delivery we would take flyers with us and after we had made our delivery we would place one flyer on the house to the left and one on the right. It took less than 30 seconds of our time and produced excellent results.

Along with papering the neighborhoods we also did direct mailings to existing customers in our database, and we actually did follow up calls to customers to make sure their pizza and service was ok.

If you run a business where you can use some or all of these strategies, I highly suggest that you do. They worked very well for us, and I am sure they will work well for you.

About the Author

About the Author:
Mr. Tucker is a regular contributor on Bukisa, an online community where anyone can earn residual income by sharing their knowledge. You can also follow him on Twitter.

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