Grassroots: Sometimes a non-traditional brand delivery vehicle can, in and of itself, become an appealing characteristic of a brand. People expect to see TV commercials. What they don’t expect to see are branded street entertainers.

Engaging your target audience where they live their lives is arguably the most compelling behavior a Challenger Brand can undertake.

Your brand’s presence at street fairs, ethnic festivals and concerts is a live, honest, one-on-one appeal for prompt re-evaluation by your target audience. And, done with style, intelligence and passion, grassroots marketing is an incredible shortcut to making the emotional connections that Challenger Brands require. Ask Red Bull or Oakley which medium is more relevant and meaningful, network TV or skate squads that show up at shopping malls.

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