What is Ground Marketing?

Ground marketing is essentially Guerrilla Marketing. It’s a marketing & advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend.

This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level. Some large companies use unconventional advertisement techniques, proclaiming to be ground marketing but those companies will have a larger budget and the brand is already visible.

The main point of ground marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract a bigger audience.

What’s the difference between "ground marketing" and "digital marketing"?

Digital Marketing is essential. More and more people are on the internet these days and more and more people look up for great dentist and reviews on the internet. Digital Marketing involves all online mediums of marketing (social media, SEO, web analytics, PPC, etc.) Therefore digital marketing helps your brand be seen by the new potential patients you want it to be seen by.

Ground Marketing, as stated in the first question, are unconventional, creative, budget friendly, and very understandable ways to attract the customer you want on foot. Ground Marketers do one thing and one thing well, attract customer immediately and effectivily. They are the ones who are out there in the community shouting out your brand/ practice, participating in all the community events and meetings, at corporations and business signing up employees and customers to come to the practice on a specific date right then and there! Ground Marketers see the schedule, notice the empty slots and where the new patients need to be, and they go out there and find these new patients effectively and creatively.


I have one episode that I deem required listening for anyone who wants to get up to speed quickly on Ground Marketing   Episode 16: What is a dental "ground marketer" and do you need one?


How does a Ground Marketer attract new patients?

A Ground Marketer creates and finds opportunities. They attract new patients through events they are invited too, community fairs, personal booths that they set up, business meetings, lunch and learns, B2B contacts, B2C contacts, pipelines that the ground marketer has built, events and seminars they create with the community, and many more ways! New patient leads are obtained almost every day for a ground marketer.

They produce results in REAL-TIME (immediately). Even on paper. A ground marketer can be given a very small marketing budget;  a paper, pen, and cell phone, and can still bring in customers in the most creative ways possible by simply doing everything they were trained to do!

Where can I find a Ground Marketer?

Right in your dental practice! One of your employees can be trained to become a Ground Marketer. This will be an essential member in your office and will become extremely valuable once they become a ground marketer.

If you need more patients, better patients, then you need a ground marketer. Someone whose sole purpose is to attract you the new patients you want immediately.


How can any employee become a Ground Marketer?

Easy! Check out my coaching page to see exactly how I coach your employee to become a remarkable ground marketer!

Read a little more about how Ground Marketing attracts new patients on DentistryIQ.   READ ARTICLE