ETRIBES PARADIGM SHIFT OR HUMAN BEHAVIOUR? EMILY NGUYEN MKTG 4226 210215259
PLEASE DON’T MAKE ME BUY ANYTHING
WHAT ARE
(E)TRIBES?
Something like this?
“A TRIBE IS ANY GROUP OF PEOPLE, LARGE OR SMALL, WHO ARE CONNECTED TO ONE ANOTHER, A LEADER, AND AN IDEA.” “THE TRIBE: A GROUP WITH DEEP INTERPERSONAL CONNECTIONS BUILT THROUGH SHARED EXPERIENCES, RITUALS, AND TRADITIONS.”
THE
TO MARKETING TODAY IS TRIBES
ONE OF THE EARLIEST FORMS…
TEENAGERS ARE ONE OF THE MOST TARGETED TRIBES.
APPLE FANBOYS. YOU ALL KNOW ONE
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MULTIPLE AT ONCE CHOICE OF COMMITMENT NO GEOGRAPHIC OR LANGUAGE BOUNDARIES MORE EFFICIENT & FAST
CHANGED TRIBES
ARAB SPRING/OCCUPY
OCCUPY
THE ARAB SPRING.
BEST CASE PRACTICE: LULULEMON ATHLETICA
WHY ARE TRIBES
IMPORTANT?
TRIBES MATH… WORD OF MOUTH + CONSUMER INSIGHT> ADVERTISING PROMOTION REPUTATION CAPITAL + LOYALTY = STRONG BRAND EQUITY
HOW DO WE INTERACT WITH TRIBES AS MARKETERS?
HERE ARE 3 WAYS… 1. PROVIDE A SPACE/PLATFORM TO PROMOTE TRIBAL “EVENTS/ACTIVITIES/DISCUSSION” 2. TELL AN HONEST STORY/CAUSE WORTH FIGHTING FOR 3. UNDERSTAND THEM AND CONNECT. DON’T JUST PUSH PRODUCT, GIVE WITHOUT ASKING FOR ANYTHING IN RETURN Feel free to add your insight
THANKS!
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