Grassroots Marketing

This past weekend we had an open house at one of my client's offices. We promoted it to a very specific niche - Los Angeles based Chrysler owners - and pulled in nearly 100 cars. That's enough to max out the parking lot and the building. My client couldn't have been happier about the results. I promoted it using a combination of old-school tactics (calling all the local club presidents on the phone) and new-media strategy (posting flyers in major forums, asking blog moderators to write stories). Hopefully we influenced the influencers, and they'll spread the word for us.