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.

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Consumer tribes and the benefits of marketing to them

  1. 1. By: Marsha DrukerJanuary 11, 2012
  2. 2.  “A group with deep interpersonal connections built through shared experiences, rituals and traditions” 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 These spaces are known as “anchoring places”
  3. 3.  Humans have a basic need to connect with others, share experiences, and develop relationships Involvement with a tribe is an expression of self-identity Belonging to a tribe can be very helpful in guiding one through life, as well as increasing happiness  Purely Social  Values + Social  Cultural + Social  Business + Social
  4. 4.  “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” Relatively new concept, but one that has made a remarkable impact on marketing theory development
  5. 5.  A brand community is formed around supporting a particular brand or product Brand communities are explicitly commercial, whereas tribes are not Brand communities are concerned about the relationship between brand and consumer, whereas tribes focus on the relationship between consumers
  6. 6.  Social influences play a crucial role in an individuals consumption decisions In addition to sharing moral values and opinions, consumer tribes also share consumption preferences 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
  7. 7.  Lululemon was created to satisfy the need for the goods that people require in order to practice yoga: mats, clothing, water bottles and etc... 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 There is nothing on the website about features, benefits or purchase decisions
  8. 8.  The yoga connection is at the very core of lululemon:  sells high-quality yoga clothing  pays for employees to take yoga classes  holds its own classes five days a week at the head office “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, weve made them a better person and the world a better place.” - Eric Petersen, lululemon‟s marketing director In-store bulletin boards feature fliers advertising nearby yoga sessions Lululemon employees, “educators,” are always happy to recommend their favourite instructor or answer any questions! Supports local athletic communities by providing a research and development (clothing, mats, water bottles, etc.) discount to certified yoga instructors, personal trainers or coaches
  9. 9. 1. Alexander, R. (2006). “Lululemon athletica in shape.” Brand Chanel. Retrieved from: January 10, 2012.2. 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. 595–620.3. Fournier, S. and Lee, L. (2009). “Getting Brand Communities Right,” Harvard Business Review, April, 105-1114. Godin, S. (2009). “Seth Godin on the tribes we lead.” TED. Retrieved from: January 7, 2012.5. Ivanauskas, G. (2009). “Seth Godin, tribes and brand communities”, Social Media Citizens. Retrieved from: January 9, 2012.6. Mitchell, C. and Imrie,B. C. (2011). "Consumer tribes: membership, consumption and building loyalty", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.39 – 56.7. Rossi, G. (2008). “Tribes Q&A.” Retrieved from: presentation. January 7, 2012.