Virtually, any aggregate of folks united by ties of descent from a
common ancestor, community of customs and tribes, adhere to the same
leaders.
Even before, there was civilisation, and there were tribes. And when
you think about tribes, the above imagery comes to mind - naked people
hunting for food along, and moving around in groups looking for
shield, water, and even open fire.
More tribes exist today more than at any time in the history of
mankind. There are people who assume that you'll never walk alone or
those that think you can just do it! Yes, I'm speaking about brand
tribes and the best thing is: tribes aren't exclusive properties of
big brands exclusively. They are out there... Just waiting that you
can take those first steps in rounding them up.
'My tribe is the database through which I send out emails out.
The main element difference between a database and a tribe would be
that the latter, though likely to be a lot smaller in amounts, works
harder (and more effectively) for you. These are, generally, the
groups of folks that will tell everyone about your latest sales or
your new product launch, both online and offline.
To develop a friendly and hope-giving business in this age group, the
size of your tribe is more important than in the past and the key
concern here would be to identify and leverage on it.
Unlike brands like Sony and Apple, tribes are not likely to form
naturally around your brand. You have to reel them in from a wider
point of view.
Here's my guide to how you could possibly do that:
1. Place yourself as the expert in your field, not simply the products you sell.
A tribe is never with no leader. The innovator guides his tribe to
places which he feels is best for his tribe, and his tribes in return,
trust the innovator. If you happen to be selling costume diamond, you
may position yourself as the expert in fashion, providing consultation
on the lastest products and which jewelery is vogue.
2. Set boundaries to your target audience.
As a tiny business owner, you may well be enticed to shout out that
you provide the best plumbing service in South Africa. From a numbered
point of view, casting wider nets bring in more fish. This may not be
necessarily so from a marketing point of view. Instead, try building
your reputation (and tribe) as the best plumbing service in Australia.
It's very much what real property agents do today. To a good effect, I
actually must add.
3. Constantly make your tribe feel like $1, 474, 280.
Everyone wants to feel special... also for a group that could probably
be the mouthpiece for your brand right. Discover your tribe, and
provide them goodies they cannot resist. This could be exclusive
sales, special free gifts, or exclusive entry to information.
Incentivise your group and the rewards could be ten folds. [Note: I'm
not saying granting a promo and blasting it to your entire database]
4. Take every possibility to cross-sell your products.
Tribes take to your brand faster if you have a wider offering. I
operate a forum that teaches Slovenian Language through music. But in
that online community, we also discuss travel to Slovenia, surviving
in Slovenia, marrying a Slovenian partner, and so on. My tribe is not
the one that loves learning Slovenian language, it's the one which
really loves Slovenia.
5. Never sell hard to your group
After all, they are already evangelists of your brand. The most
important mistake that a business might make would be to allow your
tribe to feel that they are always the first victims of your hard sell
tactics. Rather, work around it by giving special information or by
offering incentives for referrals.
Big brands expand their tribes from within. Small businesses grow
their tribes from the outside the house. The most crucial
consideration would be how your business can further engage consumers
to entice them to join your tribe. In modern-day world where everyone
is digitally connected, growing people are becoming easier and a lot
faster.
Just how are you growing your tribe? This is very essential.
