Consumer tribes and the benefits of marketing to them


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"Consumer tribes" are a relatively new concept, but one that has made a remarkable impact on marketing theory development. This presentation outlines the benefits of marketing to tribes and provides advice, as well as a successful case example, explaining best practices.

Published in: Business, Spiritual

Consumer tribes and the benefits of marketing to them

  1. 1. By: Marsha Druker January 11, 2012
  2. 2. <ul><li>“ A group with deep interpersonal connections built through shared experiences, rituals and traditions” </li></ul><ul><li>Occupy space physically. The tribe, or at least some of its members, can gather and perform rituals in meeting-places such as places of worship or public spaces </li></ul><ul><ul><ul><li>These spaces are known as “anchoring places” </li></ul></ul></ul>
  3. 4. <ul><li>Humans have a basic need to connect with others, share experiences, and develop relationships </li></ul><ul><li>Involvement with a tribe is an expression of self-identity </li></ul><ul><li>Belonging to a tribe can be very helpful in guiding one through life, as well as increasing happiness </li></ul><ul><ul><ul><li>Purely Social </li></ul></ul></ul><ul><ul><ul><li>Values + Social </li></ul></ul></ul><ul><ul><ul><li>Cultural + Social </li></ul></ul></ul><ul><ul><ul><li>Business + Social </li></ul></ul></ul>
  4. 5. <ul><li>“ Groups of people emotionally connected by similar consumption values and usage, who use the social ‘linking value’ of products and services to create a community and express identity” </li></ul><ul><li>Relatively new concept, but one that has made a remarkable impact on marketing theory development </li></ul>
  5. 6. <ul><li>A brand community is formed around supporting a particular brand or product </li></ul><ul><li>Brand communities are explicitly commercial, whereas tribes are not </li></ul><ul><li>Brand communities are concerned about the relationship between brand and consumer, whereas tribes focus on the relationship between consumers </li></ul>
  6. 7. <ul><li>Social influences play a crucial role in an individual's consumption decisions </li></ul><ul><li>In addition to sharing moral values and opinions, consumer tribes also share consumption preferences </li></ul><ul><li>This provides opportunity for marketers to access a specific market segment and to create lasting loyalty through establishing both an emotional connection as well as a rational reason for commitment </li></ul>
  7. 9. <ul><li>Lululemon was created to satisfy the need for the goods that people require in order to practice yoga: mats, clothing, water bottles and etc... </li></ul><ul><li>As the brand grew, so did its ability to lead the tribe. Lululemon’s website now reads more like a yoga resource than it does a retail store </li></ul><ul><li>There is nothing on the website about features, benefits or purchase decisions </li></ul>
  8. 12. <ul><li>The yoga connection is at the very core of lululemon: </li></ul><ul><ul><li>sells high-quality yoga clothing </li></ul></ul><ul><ul><li>pays for employees to take yoga classes </li></ul></ul><ul><ul><li>holds its own classes five days a week at the head office </li></ul></ul><ul><ul><li>“ At the core, we’re yoga both literally and figuratively. Yoga is so good for you. We feel it’s a gift of health. If we can educate a customer on the benefits of yoga, we've made them a better person and the world a better place.” - Eric Petersen, lululemon’s marketing director </li></ul></ul><ul><li>In-store bulletin boards feature fliers advertising nearby yoga sessions </li></ul><ul><li>Lululemon employees, “educators,” are always happy to recommend their favourite instructor or answer any questions! </li></ul><ul><li>Supports local athletic communities by providing a research and development (clothing, mats, water bottles, etc.) discount to certified yoga instructors, personal trainers or coaches </li></ul>
  9. 13. <ul><li>Alexander, R. (2006). “Lululemon athletica in shape.” Brand Chanel. Retrieved from: January 10, 2012. </li></ul><ul><li>Cova, B. and Cova, V. (2002). “Tribal marketing: the tribalisation of society and its impact on the conduct of marketing.” European Journal of Marketing, Vol. 36, No.5& 6, pp. 595–620. </li></ul><ul><li>Fournier, S. and Lee, L. (2009). “Getting Brand Communities Right,” Harvard Business Review, April, 105-111 </li></ul><ul><li>Godin, S. (2009). “Seth Godin on the tribes we lead.” TED. Retrieved from: January 7, 2012. </li></ul><ul><li>Ivanauskas, G. (2009). “Seth Godin, tribes and brand communities”, Social Media Citizens. Retrieved from: January 9, 2012. </li></ul><ul><li>Mitchell, C. and Imrie,B. C. (2011). &quot;Consumer tribes: membership, consumption and building loyalty&quot;, Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.39 – 56. </li></ul><ul><li>Rossi, G. (2008). “Tribes Q&A.” Retrieved from: January 7, 2012. </li></ul>