It seems like whenever there is a new flavor or technology device, we all need to have it or feel we’re being left behind. Right now, almost everyone in business, government and non-profit organizations are scrambling to use social and digital technology. Even when tried and true ways work strong, like grassroots marketing. But with digital technology, your events, media and public relations can be stronger by creating “GrassNets” strategies to reach geo target or everyone. This type of marketing can best be redefined as “GrassNets” marketing.
Without doubt, you must have these in your marketing toolbox. But, time honored marketing tactics like word-of-mouth and grassroots marketing are still important. For example, in most elections, from ballot initiatives to statewide elections, door-to-door and word-of-month marketing have been pivotal in winning elections.
Here’s a recent “GrassNets” example around the defeat of Measure B in March 2015, a David and Goliath story about AES Corporation, an $18 billion company, which was pushing Measure B at the expense of Redondo Beach Residents for Responsible Redevelopment (R4). AES spent nearly a million dollars in advertising compared to the seaside community’s $16K budget.
Armed with passion and a “GrassNets” strategy, R4 produced the following:
- Online advertising with political satire that highlighted AES’s deceptive advertising.
- Town Hall Meeting at the Redondo Beach’s historic library. Topics included R4’s goals for the community as opposed to AES’s proposed initiatives. AES executives and the Mayor of Redondo Beach, who were pushing Measure B, were invited. Both declined to talk publicly.
- Advertising with local media. MAYA purchased ads in Easy Reader, a popular newspaper in Redondo Beach homes.
4.Video production to address Measure B and its impact on the community. It was used online on the website Werr4Redondo.org, social media and community presentations.
- Thoughtful one-on-one conversations with the community. This was done through hosted phone banks, volunteer calls via cell phones and going door-to-door to talk with residents of Redondo Beach block by block.
- Media Relations to reach as many people as possible. MAYA targeted local newspapers, TV and radio news outlets and secured media coverage for our events, published a letter to the editor and arranged a radio interview on KNX that was heard throughout Southern California. In addition, we produced a news conference following elections at the new Redondo Beach Hotel. This was designed as a photo opportunity to reach further media coverage. We video recorded and took photos for our media and online marketing. We also reached out to media including online media like Patch.
- Finally, to mobilize and keep the residents of Redondo Beach in touch with events, we used Facebook, Twitter, YouTube and LinkedIn.
What this GrassNets campaign hopefully shows is that you do not need to have big buck to win. With a little creativity and passion, you can make it happen. There’s more at Wer4Redondo.org.
Whether you are marketing a service, issue or idea, it’s important to keep tried and true marketing efforts in mind, while maximizing digital technology, social media and online advertising.
SHARING THE SUN
There are several reasons to add solar power to our considerations when it comes to “greening” your work and home environment.
We asked energy expert, and Los Angeles Latino Chamber of Commerce Green Committee member, Jesse Marez to shed some light on the opportunities and savings solar energy provides businesses and consumers.
Why should businesses and residential owners consider solar for their homes and properties?
Solar would actually allow them to own their own energy generation system to save on utility expenses first and foremost and to play a role in sustainable practices of reducing their carbon footprint.
What incentives are there at the local, state and federal level to go solar?
Local & State incentives offer a savings of 25 cents per watt. This can be calculated to about $1000 rebate on an average 4000 watt project.
The current Federal Tax Credit (FTC) is 30% of the net cost of the project after the local & State rebate.
Does adding solar to your commercial building or home add value?
Yes! Studies from several industries (real estate, college/universities and solar associations) all indicate properties increase in value and sell faster than facilities or homes without.
Aesthetically, solar panels aren’t the most pleasing to look at. Have there been advances in design to help with this problem?
In my opinion, aesthetics is in the eye of the beholder. The industry has done some changes to solar modules to blend with roof tiles and other roofing components, but efficiency is the major priority when it comes to design.
What type of savings can one expect once installed and by when?
The better question is what is the Rate of Investment (ROI) or Return (ROR). Each of these will vary by client usage and type of system installed. The average timeframe is roughly 2-5 years.
Does your company offer consultations?
We offer consultations and solutions to our clients.
Jesse Marez is a Senior Partner with the Los Angeles-Based EcoPoint Energy Services
To contact Jesse for a consultation, please call (626) 824-8911.