Let's go TRIBAL!
Cova and Cova define a tribe as "a network of heterogeneous persons - in terms of age, sex, income, etc. - who are linked by a passion or emotion." People long to be a part of a team, to seek meaning in their lives, and Tribes can provide that in marketing. However, sometimes as marketers, we must introduce or invite them to join the tribe...through an official induction!
To learn more about tribal marketing and how our industry can benefit from this marketing strategy, let's go tribal for this Discussion and put it into practice!
Begin by reviewing the information on tribal marketing in your Stotlar text, including Salomon's strategy of identifying snowboarders as a "tribe" and their decision to keep a "low profile" to "listen" in the market. You will recall that they also involved tribe members as a marketing unit in the development of their logos and product design; hence the Salomon Snowboard Artwork Contests! (You may want to research and read more about these contests.)
Your tribal mission is to:
Utilize either the SBJ or another journal to identify a team, company, organization, or school highlighted in the journal that could benefit from the tribal marketing concept. (Include in your Post, the journal, issue, page #, and title of the article you have selected.)
(Example: Salomon)
Next, state why you think the "customers" of this team, company, organization, or school can be identified as a tribe. How has this tribe been created on emotion? What emotions and feelings do they share and survive on?
(Example: "customers" = tribe = snowboarders)
Although a tribe is defined by its emotions, you also need to determine the tribe's demographics. Be descriptive and explain your reasoning for identifying this group of people in this manner. Finally, "make believe" that you have been utilizing a similar strategy to that of Salomon, in that you have been observing these customers or tribal members and have been gaining an understanding of this market. What tool will you use, like the art contest, the test rides, and the support of expert boarders Salomon used, to position your team, company, school, or organization as an "authentic" supporter of this tribe? Describe your idea or technique for "in-the-market marketing" that will stress the shared emotions and passions of your tribe and ultimately boost sales for your team, company, school, or organization! Let's go tribal!
(Example: how does Salomon use a "tool" to position itself as an "authentic" supporter - describe this tool or technique for "in-the-market marketing")