To quote Cynthia Myers of Demand Media, "Grassroots marketing, sometimes known as guerilla marketing, starts from the ground up. Instead of launching a message you hope will appeal to many people, you target your efforts to a small group and hope the group will spread your message to a much larger audience. Grassroots marketing often uses unconventional or nontraditional methods. Grassroots marketing often costs less than more conventional marketing efforts, but can produce big results." Street Laced was born on this marketing philosophy because there is nothing more impactful than hand-to-hand marketing. When you hand someone something, you see for certainty that their eyeballs have seen your message. It allows the opportunity for conversation. And that is invaluable to a potential new customer.