Tribal marketing, J N Kapferer 2012-03-22

1,536 views

Published on

Jean-Noël Kapferer, fra HEC Paris, snakket på Årets Markedsfører 2012 om tribal marketing og hvordan merkevarer kan forberede seg på dette.

Mer fra Kapferer finnes på http://www.kapferer.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,536
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
64
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Tribal marketing, J N Kapferer 2012-03-22

  1. 1. What’s
new
on
brandsTribal
Marketing

is
your
brand
ready
for
it
?Jean-Noël Kapferer, HEC Pariskapferer.comMarch 22 2012 1

  2. 2. 2

  3. 3. 3

  4. 4. The
times
are
changing
4
  5. 5. Another
sign
of
the
changing
times
5
  6. 6. The
two
forces
impacting

markets
NEW
TECHNOLOGY 





SOCIAL
CHANGE
6
  7. 7. Social
change
led
by
new
generations
 •  You
are
the
child
of
your
time
much
 more
than
the
child
of
your
parents
 •  Generation
Y
(
1980‐1996
):
on
average
140
 friends
on
facebook

 •  Post
Boomers
(
1965‐1979
)
have
only
91
 •  Boomers
(
1946‐1964)
have
just
64
 7

  8. 8. 
New
technology
changes
the
world
Trains 
brought
the
mass
market
Parkings 
made
supermarkets
accessible
Television 
created
pre‐sold
brands
Internet 
creates
what
?
8
  9. 9. New
technology
changes
the
world
Internet 
creates
what
?

 ‐Back
to
conversations
again,
but
inside

 social
groups
,
tribes
,
communities

 ‐Freedom
to
speak,
not
only
authorities

 ‐Culture
of
sharing
between
members

 Peer
to
peer
recommendations

 The
collaborative
society
 9
  10. 10. New
technology
creates
new
demands
 FACT
:
Consumers
now
directly
search
 and

pick
content
from
the
internet
 QUESTION
1
:
What
makes
you
interesting
 enough
to
feed
their
searches
and
their
 conversations
on
the
net
?
 QUESTION
2
:
What
do
you
talk
about
 when
you
do
not
talk
about
your
products
 and
your
services
or
yourself
?
10
  11. 11. A
sign
of
the
times
:

brands
are
now
craving
for
content
!
 11

  12. 12. Today

brands
need
«
brand
content
»
 12

  13. 13. Think
of
your
brand
as
a
media
 If
consumers
now
directly
pick
content
from
 all
medias
and
especially
on
the
internet
:
 Brands
will
have
to
create
their
own
content
 and
act
as
a
media
,

 producing
and
emitting
a
stream
of
content
,


 of
news,
of
editorial
material
continuously
 renewed,
through
all
channels

and
social
 networks
13
  14. 14. Think
of
your
brand
as
a
media 14

  15. 15. «
Brand
content
»
is
a
different

 communication
process
 15

  16. 16. How
«
brand
content
»
changes
the
 relationship
with
consumers
 16

  17. 17. How
brand
content
changes
the
focus

 of
your
investments
 17

  18. 18. The
three
types
of
brand
content
The
goal
is
not
to
persuade
a
consumer
target

but
to
engage
 a
larger
audience
of
persons
into
your
universe

 Entertainment
 Usefulness
 Audience
delightment
 Bring
a
real
service

 Creativity
originality
 to
the
audience
 Building
affect
through

 This
is
not
after
sales
service

 Experiential
 restricted
to
buyers
 communication
objects

 Discovery
 Exploration
 Penetrating
into
the

 brand’s
universe,
heritage,history
 18

  19. 19. Pioneers
of
brand
content
 19

  20. 20. Pioneers
of
brand
content
 20

  21. 21. BMW
creates
small
movies
for
the
net
 21

  22. 22. People
look
for
education
 22

  23. 23. Sources
of
«
brand
content
»
 The
clients
:
crowd
sourcing
 Your
history
,
heritage
 Your
universe

 Your
values
 Your
know
how

All
your
studies
which
are
relevant
Your
latest
new
product
launches
 Etc..
 23

  24. 24. What
internet
reveals
too
:
the
importance
of
groups,
communities
…
•  Consumers
are
not
isolated
:
they
belong
to
tribes
•  These
tribes
define
their
identity
,
their
choices

 24

  25. 25. Forget
individuals
,

 think
multi‐viduals

 Group
B
 The
self
Group
A
 Group
D
 Group
C
 25

  26. 26. Rediscovering
the
social
consumer
 FACT
:
Consumers
are
not
individuals
!
 They
are
social,

belong
to
groups
,
real
 and
virtual
,
who
drive
their
choices
 QUESTION
1:
How
do
you
integrate
these
 groups,
communities
,
tribes
,…..
 QUESTION
2:
What
makes
you
relevant
to
 these
groups
,
to
feed
their
interest.
26
  27. 27. Introducing
tribal
marketing
•  An
attitude
which
focuses
more
on
the
actual
 groups
people
belong
to
,
than
on
conceptually
 constructed
groups
(ex:
life
style,
segments
)
•  Tribes
,
groups
,
communities
are
everywhere
:
 by
lack
of
tools
we
were
myopic
.We
can’t
now.
•  
They
are
structured
,
organized
,
with
inner
 leaders
who
can
act
as
influential
advocates
or
 gatekeepers
within
the
group
.
And
outside
too
 27

  28. 28. Why
think
and
act
tribal
marketing?
•  Mass
marketing
has
not
prevented
 the
growth
of
private
labels
(
50
%
)
•  Premium
brands
are
more
resilient
.
 As
a
rule
they
start
by
enacting
a
 tribal
marketing
strategy
 28

  29. 29. Most
premium
brands
started
 tribal
,community
oriented….
not
Apple
 mass
Absolut
Nespresso

Redbull
Nike

29
  30. 30. Most
premium
brands
started
 tribal
,community
oriented….
not
 mass
• Apple
started
as
cult
brand
of
creative
elite
groups
• Absolut
started
as
cult
brand
of
the
New
York
gay
community

• Nespresso
started
as
cult
brand
of
the
coffee
afficionados
• Nike
started
with
heroes
of
the
black
ghetto
community
• Redbull

started
as
the
partner
of
student
communities

30
  31. 31. Benchmark
:
Redbull
•  Bigger
in
sales
than
Pamper’s
worldwide
•  Six
times
more
expensive
per
liter
than
Coke
•  Grew
without

spending
in
media
advertising
•  Exploited
the
power
of
tribes
,
communities
•  Only
recently
moved
into
worldwide
events
 able
to
produce
real‐lived
experiences
,
 reinforcing
underground
communities
,
tribes

 31

  32. 32. How
it
started
:
tribal
marketing
•  Aiming
at
an
existing
community
(
students
on
 campus
)
through
proximity
,relational
contacts
 32

  33. 33. How
it
grew
:
partnering
with
tribes
 33

  34. 34. What
the
Redbull
case
tells
us
•  Redbull
fostered
not
a
product
but
a
cause
 shared
by
the
tribes
of
extreme
sports
quite
 unknown
,
neglected
by
the
medias
.
The
 Redbull
crusade
resonated
within
these
tribes

•  Some
members

became
advocates
of
Redbull
•  These
communities
have
an
influence
,
create
 a
large
public
involvement
at
the
events
set
up
 by
the
brand

 34

  35. 35. Tribes
do
not
care
about
your
brand
You
do
not
«
aim
at
tribes
»
•  You
need
to
promote
a
cause
which
resonates
•  You
partner
with
them
(
this
is
not
sponsoring)
•  You
co‐create
with
them
•  You
foster
their
goals
too

 35

  36. 36. Co‐creating
with
tribes
:
Salomon
•  Product
co‐creation
with
snowboarder

tribes
 acting

as
gate
keepers
and
opinion
leaders

 36

  37. 37. To
meet
tribes,
be
a
cultural
champion
 Brand
as
ideology
,with
a
big
ideal:


Innocent
is
fighting
modern
food
habits
 37

  38. 38. 

Enacting
an
influencers’
strategy

List
all
the
relevant
tribes,
then
select
the
influential
ones
 38
  39. 39. Nourish
loyalty
by
brand
communities

 39

  40. 40. Leveraging
brand
communities
•  Engage
consumers
to
become
members
of
the

 «
Brand
Community
»
,
a
source
of
value
,


 +animating
this
community
off
line
and
on
line
 40

  41. 41. Conclusion
•  These
are
growing
shifts
of
marketing
practice
•  They
capitalize
on
the
ability
of
groups,
 communities
,tribes
to
add
value
to
the
brand





if
they
adhere
to
its
cause
(
adds
authenticity)
•  They
show
that
far
from
being
just
the
name
of
 a
product
,
brands
have
become
a
link
too
,
a
 source
of
experiential
contents
online
,offline
 41

  42. 42. More
on
tribal
marketing
and
other
innovations
:
published
January
2012

 42

  43. 43. Thank You 43


×