TORONTO, ON; CHICAGO, IL: The challenges facing marketers these days are two fold. First, they must keep up with the latest trends & technologies while determining what approach is best suited to reach new and existing consumers. Second, due to economic pressures they are pressed to be accountable and to deliver measurable results. Today’s marketing problems will be solved by people with diverse skill sets. Accelteon Partners Inc. of Toronto, Ontario teamed up with Torque Ltd. of Chicago, Illinois to work on a collaborative project to demonstrate a way for marketers to break this impasse – Tribal Marketing
A big part of marketing today is striking the right balance between customizing the message and maintaining a respectable ROI. On one end of the curve are large demographic segments and on the other end is the notion of 1-to-1 marketing. While purely demographic approaches are losing effectiveness, exclusively pursuing profitable 1-to-1 may not build enough sales volume.
“Viewing consumers as tribes strikes the right balance while positioning brands as a means of supporting these tribal connections. It forms the basis for talking with your consumers rather than shouting at them.”, said Malcolm Jussawalla, Partner at Accelteon Partners Inc. “In this e-book, we not only present a new way of marketing, but a new way of thinking about the brand, the consumers and how the two interrelate.”
The project was to develop a comprehensive e-book that outlines the market transformation of a bottled water company, from a me-too player to a tribally focused brand. The e-book draws upon Accelteon’s expertise in strategy & analytics and Torque’s expertise in market execution.
“By putting the tribe at the center of consideration, a brand can expand relationships with loyal consumers and also develop insights into fostering relationships with new consumers.” said Kevin Masi, President & Co-Founder of Torque Ltd. “For example, many people are concerned about the environmental impact of bottle water. We wanted to make sure that we pro-actively addressed this in our recommendations.”