grassroots marketing

Mazda Reaches Out to Bloggers for the Mazda 2


Posted on Edmunds Inside Line By Caroline Pardilla | December 3, 2009

There I {Caroline Pardilla} chatted with Jihaad Shaw of marketing agency Rebel Industries who went into detail about why they decided to reach out to lifestyle bloggers in addition to Mazda owners and auto enthusiasts.

Essentially since Mazda 2 is meant to appeal to Generation Y and active singles, they wanted to approach more than car enthusiasts and car bloggers and hit a wide spectrum of people. So they did some research and came up with a list of 35 bloggers, paring it down to 22 to keep in theme with "Mazda 2." "Two bloggers wouldn't have been enough and 12 isn't as sexy and as catchy," Shaw joked.

Read the full article here.

Denny's Free Grand Slam // Hate It or Love It

Christie (my wife) called from the road to say there's a line outside Denny's, presumably of people wanting to take advantage of the free Grand Slam offer. What's great about it? Everyone loves free food. And in the current economic climate, (almost) anyone giving away free stuff is on the right track towards building relationships with customers.

What's wrong with it? Despite the fact that I learned about this through grassroots methods, Denny's also advertised the offer on the Super Bowl and in USA Today. So it cost them way more than the free food to give away free food. More importantly, they missed an amazing opportunity to do something underground, and dare I say, cool? I propose that the long-term positive effects for the brand would have been much greater if they'd let consumers discover it on their own and spread the word. Some easy, inexpensive social media and guerilla outreach might have sparked a lot more interest in Denny's overall.

Your turn: Do you love this idea or hate it? Tell us why.