Record Label Marketing, 3rd Edition

Chapter 18Grassroots Marketing

Contents

Introduction

The Power of Word of Mouth

Street Teams

The Blurred Line From Grassroots to Guerilla Marketing

Guerilla Tactics

Glossary

References

Introduction

Every day, we’re bombarded with more commercial messages from more sources than ever before. The competition for our attention ranges from a subtle product placement in our favorite television show or online video to top down, in-your-face ads from car salesmen on the radio. Advertisements pops-up at us while we are online, they precede theater movies, they appear on our wireless devices, they’re on seat backs at stadiums, and they’re even in public restrooms where graffiti once covered the doors and walls. It is this competition for our attention ...