Monthly Archives: May 2009

The Resurgence of ‘Tribal Marketing’

Exit: Tribevertising. Enter: Tribefacturing.

While ‘Tribal Marketing’ may not be a new concept, it is gaining relevance in terms of the way consumers tend to make purchasing decisions online. Online, tribes can be found on social networks, message boards, blogs, forums and any other platform that facilitates conversation and communication surrounding a topic, product, passion, pastime, lifestyle or belief.

In the modern concept, “Tribal marketing is a marketing strategy that attempts to create social groups or communities that are centered around a product or service. The credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe.”

The challenge for brand marketers is to create these tribes and to identify members of the tribes. Many tribes tend not to evolve around a specific product or brand, but are about consumers/individuals sharing similar interests, hobbies, beliefs, preferences, world views and passions.

People in tribes are highly disciplined in their brand preferences, are ready to change as new brands, services and ideas gain currency within the tribe; are acutely aware of their affinity group and selectively seek relationships with members of their tribe. At the same time, tribal members discriminate against the icons of other tribes, avoid information that offers insight into the rationale behind the behavior of other tribes and avoid creating relationships with tribal outsiders.

The tribes can be organized by three key social variables: value-orientation, relative social class and age.

Value-orientation refers to a bundle of values, political, religious and social that distinguish conservatives from progressives.

Relative social class refers to a bundle of variables (income, occupational rank, investment portfolio, etc.) that distinguish individuals with a relatively high level of discretionary income from those with little or virtually no discretionary income.

Age refers to the physical age and health age of the individual and his or her spouse.

Each construct reflects potent forces for binding tribes and elaborates the differences among them. People who are conservative tend to govern their decision making and ethics by reference to principles of right versus wrong. Progressives tend to apply fairness as their ethical standard. More affluent people are apt to believe in reward for merit as a just basis for allocating resources. The less affluent tend to view entitlement as a just basis for allocation.

Taste, symbolism and consistencies within tribal strata distinguish tribes. Similarities create membership solidarity. Differences create ‘territorial irritations’ that yield inevitable, complex culture clashes. A brand that is iconic for one group may be iconoclastic for another.

It is imperative for brands to position themselves with the tribes. To access the tribes, brands will have to come up with something that transcends advertising. Something truly useful, relevant, delightful or generous. Here are some successful niches carved by brands over time – Wal-Mart: Value. Coca-Cola: Refreshment. Tiffany: Love. Dell: Competence. Jeep: Freedom. Frito-Lay: Taste. Volvo: Safety. Disney World: Fun. McDonald’s: Consistency.

Take a cue from niche players and actively start to deliver products and services ‘manufactured’ (tribefacturing) and tailored to tribal needs. Decide your brand’s promise and the practical niche, and then stick to it through thick and thin. Ultimately you will get acceptance of your tribe(s)!

Send your comments to sharad@cyber-gear.com

Dubai UAE

How do you think it is possible to avoid property squeeze and investing in building industry? Buy in Dubai. You can find plenty of information about properties in Dubai. Milions of pictures of amazing, high approved buildings are in newspapers and television.

Buildings in Dubai are best standard in amazing surroundings. Plenty people seems interested on Property in Dubai. I think I understand thembecause its good opportunity to invest in Dubai. If it is in Dubai must be amazing. Warm,blue water, marine life, sunbathing all the time just few benefits of having property in Dubai.

Of course not all people see only advantages. People moving to Dubai simply because is a lot of attractive, good payable jobs around and people will need own place . It is much better have own home also if it is for a several years. These group of people they can always sell the property in Dubai. I am sure they will have good profit from selling.

Plenty of properties in Dubai are being sold but it is still a lot ofbargain properties in Dubai and UAE to buy with amazing views and neighbourhood. Plenty of people from the entire world are buying properties in Dubai. Just visit Dubai property for more informations about properties.

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Which is more ‘Green’, paper or digital?

Have you ever considered what the carbon footprint of a magazine or an iPhone is?

The most obvious answer is that print kills trees and computers don’t, so digital media must be greener. Some may say that print is greener because trees are a renewable resource and computers emit toxic energy and don’t grow on trees.

The life cycles of both print and digital media have positive and negative impacts on the environment. Both need to become more sustainable.

Sustainability is a broad aspirational concept that seeks to integrate and balance the economic, environmental and social outcomes of human activity through the use of qualitative action. It seeks to meet the needs of present generations without crossing thresholds that prevent future generations from doing the same.

While environmental issues have typically taken a back seat to financial issues and investment during difficult economic times, this time it’s different. The marketing initiatives for the greening of IT and digital media are growing and outstripping any comparable efforts for print. Failure to materially address the greening of print supply chains may ultimately seal the fate of print as well as the fate of the billions whose media related needs will not be served by other alternatives.

The amounts of energy, materials and waste associated with the lifecycles of print and digital media are all too often overlooked, misunderstood or underestimated. There are billions of kilowatt hours of electricity embodied in the paper, ink and digital technologies we use each day and among our greatest challenges is the need to identify, measure and reduce the amount of energy, waste and greenhouse gas emissions associated with each page or megabyte of information we take for granted.

Both print and digital media use enormous amounts of electricity. Research indicates that datacenter energy consumption is expected to double by 2010, and its growth is unsustainable. This is one of the factors spurring investment in Green IT.

According to information recently released by Apple, the lifecycle carbon footprint of an iPhone is responsible for the emission of 121 pounds of CO2 equivalent green house gas emissions over the course of a three year expected lifetime of use, the same amount produced by 12, 100 watt light bulbs glowing for 691 hours, or a car engine burning 603 gallons of gasoline. Though it is not a direct comparison, it is interesting to note that Discover magazine estimates the lifecycle carbon footprint of each copy of its publication is responsible for 2.1 pounds of carbon dioxide emissions, the same amount produced by 12, 100 watt light bulbs glowing for an hour, or a car engine burning 14 ounces of gasoline.

Research has shown that all things being equal, consumers prefer product with smaller carbon footprints. If that’s true for other products, why not for print and digital media?

We have an opportunity and an obligation to reinvent both print and digital media. It’s time for consumers and producers of media to recognize that we share a common fate that can only be sustainable if we work together to make both print and digital sustainable.

Visit www.go-green.ae to see how you as an individual can make a difference.

Email your thoughts to Sharad at gogreen@cyber-gear.com. If you prefer to use print media, don’t bother!