Grassroots Marketing In Full Swing At PGA Junior Golf Camps

While many marketers are focused on whiz-bang technologies, others have kept the concept of grassroots marketing alive. That includes Rhonda Moret, CMO of PGA Junior Golf Camps, who, in this week’s Marketing Superstars podcast, details how she is building a loyal group of brand ambassadors.

In the ’80s, grassroots marketing was all the rage. We couldn’t get enough Gen Xers to slap stickers on lamp posts and put up flyers at their local coffee shops.

While many marketers are focused on whiz-bang technologies, others have kept the concept of grassroots marketing alive. That includes Rhonda Moret, CMO of PGA Junior Golf Camps, who has been using grassroots strategies to build a strong and loyal group of brand ambassadors to grow her business.

“Even though kids are our primary customer, parents are also our customers,” Moret said. As such, much of her marketing strategy focuses around meeting the needs of the parents—sending clips of their children sinking a putt, sending pictures of what they are serving for lunch, “to help us convert parents into these brand ambassadors,” she added.

Despite common misperceptions, grassroots marketing can be extremely cost-effective. By focusing on mommy blogs, golfer blogs, church groups, and other organizations, Moret said she can reach multiple constituents at once and at a cheaper price.

She explained it as “minimal explanation, maximum execution.” That’s not only a great grassroots marketing mantra, but a great life mantra as well.

Highlights from this week’s show include:

Building the Golf Camp brand (3:30)
Understanding the mom-buyer (4:40)
Using grassroots marketing (7:45)
Getting buyers to become advocates (14:05)
Budgeting for grassroots marketing (19:30)
Identifying and executing a grassroots strategy (22:10)

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