The power of a successful grassroots marketing effort is striking. Grassroots momentum is getting consumers and influencers in your key markets to care so much about what you are doing that they become your cheerleaders and most vocal supporters. Suddenly, you have a credible, voluntary sales force that is carrying your message forward with more velocity than a single marketing department. We call it the ripple effect. Start with an initial splash of local partnerships, frequent message reinforcement and loyal support from (unpaid) brand ambassadors. From there, each positive association or interaction produces ripples about your product, company or services that continue to expand throughout the community.