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Tribal Intelligence® A Study of Community Behavior
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Tribal Intelligence® A Study of Community Behavior


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Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, …

Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, tribes that come together through shared hearts and minds.

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  • 1. ®presentedbyKevinMasi|ExhibitorGroup
  • 2. pTribal Intelligence |Today’s marketplaceis increasingly crowdedin all product and servicecategories. Marketing andadvertising media havealso increased dramatically2
  • 3. pTribal Intelligence |Companies want to GROWtheir brands and to profit3
  • 4. pTribal Intelligence |However,many companies are overlyproduct-focused in their marketing4
  • 5. pTribal Intelligence |Companies can createaudience-relevant marketingby understanding people’sPRIMALMOTIVATIONS5
  • 6. pTribal Intelligence |Tribal Intelligence createscustomer insight, enablingcompanies to developBAD-ASSBRANDS6
  • 7. pTribal Intelligence |Urban dictionary:Adjective. Having extremely favorable qualitiesAdjective. Pertaining to a person or thingthat is rugged, strong, and/or ready to show thesequalitiesI have a bad-ass car with a kickin soundsystem and bitchin rims.The armored tank is a bad-ass militaryvehicle that can roll over just aboutanything.7
  • 8. pTribal Intelligence |WILSON JACK:If you think there’s a longer ball,You don’t know JackJack shot to the top,becoming Wilson’s #1 selling golf ball,amid hundreds of competing products8
  • 9. pTribal Intelligence |= =Companies are myopically focusedon their products, putting them in aprecarious place9
  • 10. pTribal Intelligence |Improvements in technologyand production capabilityare generating hugenumbers of high-quality,low-priced products10
  • 11. pTribal Intelligence |HOUSING DEVELOPMENTSare springing up likemushrooms in all of thecountry’s biggest markets11
  • 12. pTribal Intelligence |We are doing businessin a LEVEL 3 marketplace.LEVEL1 = Ford’s model ‘T’ era, wheredemand exceeded supplyLEVEL 2 = post-war automobilemanufacturers began addingfeatures and improvementsHarry Beckwith, Selling the Invisible12
  • 13. pTribal Intelligence |LEVEL 3MarketplaceTo stay competitive, companies mustsurprise and delight their customerbeyond whatthe customercan think to ask13Harry Beckwith, Selling the Invisible
  • 14. pTribal Intelligence |SATISFACTIONis no longer enough14
  • 15. pTribal Intelligence | 15We live in anenvironment ofMARKETINGOVERLOAD
  • 16. pTribal Intelligence |We are exposed to some3000-5000marketing impressions a day16
  • 17. pTribal Intelligence |with moremedia choicesthan everOnline and offline, traditionaland non-traditional17
  • 18. pTribal Intelligence |We live lifeat a hurriedpace...even kids18
  • 19. pTribal Intelligence |MARKETINGMYOPIAis a term describing a companywith overly product-focusedmarketing19Theodore Levitt, Marketing Myopia
  • 20. pTribal Intelligence |A product-focused marketingstrategy emphasizes functionsand features—but now theseare looking more and more likeeveryone else’s product20B U Y
  • 21. pTribal Intelligence |Why?As companies mature,they evolve fromentrepreneurial(market orientation)to an operational focus(product orientation)21
  • 22. pTribal Intelligence |Why?From entrepreneurialto operational focus22Company Focus1: Entrepreneurial Phase2: Growth Phase3: Success PhaseCUSTOMERSTHE COMPANY
  • 23. pTribal Intelligence |Condominiumsfrom $199,000all granite kitchens • in the heart of uptowncondo shoppers are marketed towith features, priceand location23
  • 24. pTribal Intelligence |To marketfor growth,businessesmust understandpeople’s primaldesire to connectwith their owntribes24
  • 25. pTribal Intelligence |“Getting” people requires asensitivity for the increasingnumber of special interesttribes.25
  • 26. pTribal Intelligence |PEOPLE don’t functionindependently. We relate totribes of like-hearted individuals26
  • 27. pTribal Intelligence |We buy, wear and do thingsthat connect us to our tribesand distinguish usfrom others27
  • 28. pTribal Intelligence |To understand people,understand what’simportant to them.Successful brand marketing is based on anunderstanding of what’s in it for the customer(WIIFM)28
  • 29. pTribal Intelligence |• New ways of talking to men• Rose Cameron, Leo Burnett Worldwide29RetrosexualMetrosexual PatriachPower Seeker
  • 30. pTribal Intelligence |An individual’s primal needsare centered around how sherelates to her tribe:To belongTo be seenTo be heard30
  • 31. pTribal Intelligence |It’s not just ‘them’ — it’s us, too31
  • 32. pTribal Intelligence |THE SOCIOLOGYOF TRIBES32
  • 33. pTribal Intelligence |Tribal Intelligence is theunderstanding of people’semotional needs and socialinteractions33
  • 34. pTribal Intelligence |Insight comesfrom understandingwhy individuals needto belong to specificsocial groups34
  • 35. pTribal Intelligence | 35Belonging: styles ofcommunication and change
  • 36. pTribal Intelligence |Individuals belong to many Tribesat any given time36
  • 37. pTribal Intelligence | 37Tribes areSOCIALNETWORKS
  • 38. pTribal Intelligence |Tribes haveDOMINANTINFLUENCERSthat attract and affect members38
  • 39. pTribal Intelligence |Tribes are shapedby the strength of the bondsbetween members39
  • 40. pTribal Intelligence |The frequency and style ofcommunication varies fromTribe to Tribe40
  • 41. pTribal Intelligence |COMMUNICATIONSTYLE41suggests access points wheremarketers can reach the tribe
  • 42. pTribal Intelligence |Tribes changeFLUIDLYandCONTINUOUSLY42Tribal membership changes whenlife and social needs change
  • 43. pTribal Intelligence |WHAT WAS IN,43GOES OUT
  • 44. pTribal Intelligence |POPULARPEOPLEFADE44
  • 45. pTribal Intelligence |What was important,becomes irrelevant45
  • 46. pTribal Intelligence |focus your brandon the audience tribe46ToGRABATTENTION,
  • 47. pTribal Intelligence |Gather data from all theavailable sources,QUANTITATIVEand QUALITATIVE47and
  • 48. pTribal Intelligence |Don’t neglectINTERVIEWSwith theSALES TEAM48
  • 49. pTribal Intelligence |Research cantell us whathappenedin the past.(caution: it can be apostponement of action)49
  • 50. pTribal Intelligence | 50Findings mustbe presentedin
  • 51. pTribal Intelligence |The half-page positioningstatements are gone51
  • 52. pTribal Intelligence |Statistical audience profilesare too complicated andimpersonal to bepowerful or persuasiveaverage HH income: $50kwomen age 18-36careersfamiliespressed for timewho is this person?52
  • 53. pTribal Intelligence |Malcolm Gladwell, BlinkTHIN-SLICEthe massive amounts of data53
  • 54. pTribal Intelligence |WATCH& LISTENfor central clues54
  • 55. pTribal Intelligence |IDENTIFYthe key ideasIn the eyes of the customer, what makes us:distinctmeaningfullastingauthentic55
  • 56. pTribal Intelligence |WHY FOCUS?Brands must meanonly one thingin the mind ofthe customerAl Ries, 22 immutable laws of branding56
  • 57. pTribal Intelligence |Generatecreativethemes57
  • 58. pTribal Intelligence |WOW, INSPIRE & DELIGHTGreenExchange.comand the LOHAS tribe58
  • 59. pTribal Intelligence |Develop a TRIBAL NARRATIVEcarry Tribal Intelligence practicesthroughout your company59
  • 60. pTribal Intelligence |Get everyoneinto the same conversationabout your customerand the market you serve60
  • 61. pTribal Intelligence |USG Framing“A Framing Alternative”focus on relevance — the builder’s priorities61
  • 62. pTribal Intelligence |Stayaheadof yourcustomer62
  • 63. pTribal Intelligence | 63If You Think There’s a Longer Ball,You Don’t Know Jack®
  • 64. pTribal Intelligence |TRIBALINTELLIGENCEthe way you go to marketproduct developmentHR policyincentive paystrategic partnerships64can affect theway your wholeorganization works
  • 65. pTribal Intelligence |Will you create a powerful brand,overcoming the stagnationof product samenessand marketing myopia?65
  • 66. pTribal Intelligence |Competition, marketingoverload, and marketingwith too much productemphasis puts yourbusiness at risk66
  • 67. pTribal Intelligence |Tribal Intelligence providescritical customer insightto guide powerful marketing67
  • 68. pTribal Intelligence | 68Tribal Intelligence will spark aromance with your customer
  • 69. pTribal Intelligence |TRIBALINTELLIGENCEwill re-energize your growth,connecting you with yourcustomers in deep,lasting ways69
  • 70. pTribal Intelligence |THANK YOU70