Bottom-Up Marketing

Bottom Up Marketing is a strategy that looks to build organic awareness of a company or product from the ground level instead of the top-down.

Bottom-Up Marketing is focused on many small actions that take place on the ground level-from local marketing campaigns to word-of-mouth marketing techniques. By engaging customers on a local level, it enables a company to form relationships with those who are most likely to be interested in their product or service-building brand loyalty and organic growth.

Marketing campaigns under this strategy are often based on local events or the launch of new products or services. It is a great tool to use for small businesses who don’t have the marketing budget of large corporations. It is also an effective tool for larger companies looking to enter smaller markets and gain traction in a new area.

Unlike the more traditional “top-down” approach, where a company pushes information out to large audiences through TV commercials and billboards, bottom up marketing involves smaller, more targeted tactics. This includes actions such as distributing flyers, local discounts, creating an event program or hosting a meetup. Bottom up marketing is also instrumental in creating spaces to foster conversations between customers on various digital platforms to increase organic awareness and engagement.

One example of bottom-up marketing is an auto manufacturer launching a local sales event. Before the launch, the company distributes flyers and sets up a local store-front to highlight their vehicles. On the day of the launch, they offer special discounts and incentives to local customers, which helps bring in more customers to the store. The company also leverages their digital platforms by creating conversations amongst customers and by responding to customer inquiries online in order to engage with potential customers. These customers may even become brand ambassadors, helping the company create further organic growth and reach new markets.

Overall, Bottom-Up Marketing is a powerful tool for companies looking to establish itself in small regions or break into new markets. The key is to get as close to the customer as possible to gain insights and leverage different channels to build organic brand awareness.