Grassroots Marketing: Marching to A Different Beat

Grassroots Marketing continues to find new meaning in today’s market. Erik Lokkesmoe, founder of Different Drummer, specializes in global media and grassroots marketing for social good entertainment. His team of marketers, strategists and designers (myself included) continues to seek new ways to tap audiences through progressive methods. Below is an excerpt from A Different Drummer’s marketing package:

 

10 THINGS NO ONE WILL TELL YOU ABOUT GRASSROOTS MARKETING
(AND WHY YOU SHOULD CONTACT DIFFERENT DRUMMER FOR YOUR NEXT CAMPAIGN)

1. GRASSROOTS MARKETING IS LONG-LEAD and LOW-COST, HIGH-TECH and HIGH-TOUCH. It takes hard work and some time to build, but grassroots marketing is an inexpensive way to reach audiences.
2. FAITH MARKETING IS DEAD. There, we said it. The old ways of reaching faith audiences are not working. Just ask pastors and regular attenders. Film fatigue is wide-spread. Different Drummer has the new model that will deliver faith-based audiences time and time again.
3. ALL GRASSROOTS MARKETING IS RELATIONAL. A lot of firms will give you a strategy. But only Different Drummer has the relationships with global influencers to make it happen. Usually within one call, one email, or one meeting – we can deliver.
4. STUDIOS SHOULD SPEND AT LEAST THE SAME ON GRASSROOTS MARKETING AS THEY DO ON BILLBOARD CAMPAIGNS. Billboards create impressions. Different Drummer creates impact.
5. OPENING WEEKEND IS ELECTION DAY. THE BOX OFFICE IS THE BALLOT BOX. Different Drummer has decades of political campaign experience,  mobilizing millions of people to do one thing on a single day: vote. We are using the same tactics and strategies to mobilize millions of people to do one thing on a single weekend: go to the theater.
6. AWARENESS IS MEANINGLESS – unless it moves people to action and then attendance. That is the model created by Different Drummer.
7. ASPIRATIONAL CONTENT IS THE FUTURE. Audiences are looking for aspirational content – feel-good and do-good content – that connects them to a larger theme or cause.
8. THERE ARE MORE THAN 20,000 ORGANIZATIONS AND ASSOCIATIONS, REPRESENTING MILLIONS OF PEOPLE,  WILLING TO HELP MARKET YOUR FILM. Different Drummer can identify and then leverage the marketing power of large membership organizations for your production.
9. GRASSROOTS MARKETING IS THE FUTURE. Spending $35 million on television ads made sense in a broadcast world. In a narrow-cast world with niche audiences, spending 10% of that amount is smart – and will make your campaign that much more effective.
10. DIFFERENT DRUMMER MAKES IT EASY. We know how movie marketing works. We understand the pressure, the pace, and the budget constraints. We make it easy. We compliment your existing campaign, integrating seamlessly into your existing plan. We keep you in-the-loop. We measure our effectiveness so you know exactly the value we brought to the campaign. We are one email or one phone call away.

If you’re interested in finding new ways to pitch your product, visit www.differentdrummer.com to learn more.