In the article “A glimpse of Russia’s advertising and marketing,” Alexander Repiev explains that because of Russia’s sordid history, the country lacks marketing and advertising sophistication. According to Repiev, professionals do not hail from “ivory-tower marketing academia,” copywriters are hard to find, advertisements are of poor quality, budgets are minimal and messages are simplistic at best.
What does this sound like?
This combined lack of experience, money and formality should immediately usher in thoughts of grassroots activism.
Therefore, brands ought to take a few lessons from non-profits (who have already been working in this environment for years) and sharpen their grassroots communication skills. Furthermore, it also means that brands are not going to be able to rely on traditional, tried and true communication channels but rather actually build trusted relationships with audiences at local levels like never before.
Enter social media.
Social media and networking sites typify grassroots activities and therefore is the natural environment for brands to implement such efforts to:
- Energize and engage communities;
- Provide immediate, real-time feedback and
- Solicit audience participation such as word of mouth marketing.
Furthermore, the rapidly growing number of social network users allows brands to know exactly where the audience is living, an invaluable bit of information.
While some brands may not see the significance in grassroots efforts, the really smart, creative types will relish the opportunity!