Grass Roots Marketing
Grass Roots Marketing is the study and application of marketing to the grass roots.
Rather than using Mass Media to reach a brand's target audience, Grass Roots Marketing aims to reach a brand's target audience at the very local level. Instead of trying to reach everyone, it tries to reach a small pocket of individuals based on the brand's goals.
The segmentation of a brand's potential audience into a grass roots level target audience is typically divided by demographics, psychographics, and purchase intent. Through this process and marketing analysis, a brand is able to learn much more information about what works and doesn't work related to it's marketing in a way that doesn't cost too much money (when compared to large mass media buys) and is safe (only a small group of people are exposed to the marketing/advertising).