Michael McDerment is one of the organizers of the upcoming (May 14-15) mesh conference in Toronto, which he points out as a great example of bottom-up marketing:
[from Bottom Up Marketing]At the mesh conference, we are going to be looking at how bottom up marketing affects traditional marketing – it’s something every marketer needs to understand inside and out. It is the way of the future, and let me tell you, I am totally sold.
Why? Mesh is a living, breathing example of the power of bottom up marketing. As the organizers we gave ourselves 7 weeks to sell a little over 300 tickets. Just seven weeks. What was our advertising budget? $0. Seriously. Talk about a leap of faith
… After 3.5 weeks we had sold about 200 tickets - exclusively as a result of us blogging about it and the word spread and if that is not amazing, I don’t know what is.
The same strategy that software start-ups are now depending on for launch -- unmarketing -- where you simply let influential bloggers know about something interesting, and blammo!
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