The concept of tribal marketing has been around for a few years, but I have recently heard and seen it being used more. What is Tribal Marketing?
Tribes are much like segments that marketers traditionally use to target their messages. However, tribes are not defined by demographics (gender, age, income) like traditional segments. Tribes are rather groups of people who share similar experiences and interests. They identify themselves as being in certain social groups, e.g. star wars fans, cross fit members, rock climbers, extreme couponers. Tribal connections can develop from shared face-to-face experiences, virtual encounters, or just emotional connections.
These emotional ties result in a stronger group bond than are usually present in traditional demographic groups. Most people don’t introduce themselves using their demographics, “Hi, I’m 29, female, and make $40,000 a year.” Rather they may say, “I enjoy cooking, love star wars movies and am a member of a cross fit gym.” These interests represent some of the things in an individuals life that they strongly identify with.
Connecting with exhibitors, attendees, and consumers on an emotional level can help marketers and event managers build a personal relationship with the individual. As opposed to just pushing product, the marketer offers something that an individual truly values and may be willing to invest their time and money.
Event managers can connect with tribes contained within their target market by identifying specific interests that tie groups of exhibitors or attendees together. For example, are there foodies among your crowd? Then maybe your Gala should feature a well known chef’s menu. Perhaps, you learn that many of your attendees practice yoga regularly. You may offer a yoga relaxation room at your event. These ideas are not meant to detract from your event, but to enhance the experience that the individual has while at your event. Work will still be done, but it may be more memorable and enjoyable.
Recent articles that may be interest: