Find Your – Marketing – Tribe

Recently I have been hearing the use of the word tribe quite a lot in relation to marketing. 

The ingenious Terry McBride – manager of Dido, Sarah McLachhan and Avril Lavigne has been talking about the importance of finding one’s Tribe when trying to grow an artists reputation.

Faboulous Mary Portas - she of Yellowdoor and Mary Queen of Shops, talks about the importance of finding your tribe when retailing in fashion. Knowing what the networks are and how and where people exchange information.

If these matsero’s of marketing ( and lets face it, they are sucsessfull in two of the most competitive fields ) are thinking Tribe then there’s something here to consider.

There is a long article on tribes here and here. I’ll try to get permisson to put extractions up soon.

The difference between the old market cut of demographic and the new Tribe is that a tribe can transcend or cover multiple demographics. Attendees at a festival might be 8 to 80 and staff or clients attending an event, brand launch or interacting with one of your communications might be of any age or demographic.

The Tribe is also important because of Social Media and how Tribes now gather on line. When tribes gather or are formed on line they can make a staggering impact on a Brand, its reputation and success. A tribes on line meeting of minds makes the marketing spend or Brand manager’s job interesting bacause we have to think a little differently when in dialoge with our audience. 

So who is the tribe you are appealing to with your next event or communication ? What do they want, like, dislike, respond to ?

If you’ve experianced the Tribe term or if you are thinking Tribe….Tell Us ! Start a conversation within the tribe. Let’s form our own tribe !