Jean-Noël Kapferer, fra HEC Paris, snakket på Årets Markedsfører 2012 om tribal marketing og hvordan merkevarer kan forberede seg på dette. Mer fra Kapferer finnes på http://www.kapferer.com

1. What’s new on brands
Tribal Marketing
is your brand ready for it ?
Jean-Noël Kapferer, HEC Paris
kapferer.com
March 22 2012
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4. The times are changing
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5. Another sign of the changing times
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6. The two forces impacting markets
NEW TECHNOLOGY SOCIAL CHANGE
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7. Social change led by new generations
• You are the child of your time much
more than the child of your parents
• Generation Y ( 1980‐1996 ): on average 140
friends on facebook
• Post Boomers ( 1965‐1979 ) have only 91
• Boomers ( 1946‐1964) have just 64
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8. New technology changes the world
Trains brought the mass market
Parkings made supermarkets accessible
Television created pre‐sold brands
Internet creates what ?
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9. New technology changes the world
Internet creates what ?
‐Back to conversations again, but inside
social groups , tribes , communities
‐Freedom to speak, not only authorities
‐Culture of sharing between members
Peer to peer recommendations
The collaborative society
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10. New technology creates new demands
FACT : Consumers now directly search
and pick content from the internet
QUESTION 1 : What makes you interesting
enough to feed their searches and their
conversations on the net ?
QUESTION 2 : What do you talk about
when you do not talk about your products
and your services or yourself ?
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11. A sign of the times :
brands are now craving for content !
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12. Today brands need « brand content »
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13. Think of your brand as a media
If consumers now directly pick content from
all medias and especially on the internet :
Brands will have to create their own content
and act as a media ,
producing and emitting a stream of content ,
of news, of editorial material continuously
renewed, through all channels and social
networks
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14. Think of your brand as a media
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15. « Brand content » is a different
communication process
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16. How « brand content » changes the
relationship with consumers
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17. How brand content changes the focus
of your investments
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18. The three types of brand content
The goal is not to persuade a consumer target but to engage
a larger audience of persons into your universe
Entertainment Usefulness
Audience delightment Bring a real service
Creativity originality to the audience
Building affect through This is not after sales service
Experiential restricted to buyers
communication objects
Discovery
Exploration
Penetrating into the
brand’s universe, heritage,history
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19. Pioneers of brand content
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20. Pioneers of brand content
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21. BMW creates small movies for the net
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22. People look for education
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23. Sources of « brand content »
The clients : crowd sourcing
Your history , heritage
Your universe
Your values
Your know how
All your studies which are relevant
Your latest new product launches
Etc..
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24. What internet reveals too : the
importance of groups, communities …
• Consumers are not isolated : they belong to tribes
• These tribes define their identity , their choices
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25. Forget individuals ,
think multi‐viduals
Group B
The self
Group A Group D
Group C
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26. Rediscovering the social consumer
FACT : Consumers are not individuals !
They are social, belong to groups , real
and virtual , who drive their choices
QUESTION 1: How do you integrate these
groups, communities , tribes ,…..
QUESTION 2: What makes you relevant to
these groups , to feed their interest.
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27. Introducing tribal marketing
• An attitude which focuses more on the actual
groups people belong to , than on conceptually
constructed groups (ex: life style, segments )
• Tribes , groups , communities are everywhere :
by lack of tools we were myopic .We can’t now.
• They are structured , organized , with inner
leaders who can act as influential advocates or
gatekeepers within the group . And outside too
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28. Why think and act tribal marketing?
• Mass marketing has not prevented
the growth of private labels ( 50 % )
• Premium brands are more resilient .
As a rule they start by enacting a
tribal marketing strategy
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29. Most premium brands started
tribal ,community oriented…. not
Apple
mass
Absolut
Nespresso
Redbull
Nike
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30. Most premium brands started
tribal ,community oriented…. not
mass
• Apple started as cult brand of creative elite groups
• Absolut started as cult brand of the New York gay community
• Nespresso started as cult brand of the coffee afficionados
• Nike started with heroes of the black ghetto community
• Redbull started as the partner of student communities
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31. Benchmark : Redbull
• Bigger in sales than Pamper’s worldwide
• Six times more expensive per liter than Coke
• Grew without spending in media advertising
• Exploited the power of tribes , communities
• Only recently moved into worldwide events
able to produce real‐lived experiences ,
reinforcing underground communities , tribes
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32. How it started : tribal marketing
• Aiming at an existing community ( students on
campus ) through proximity ,relational contacts
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33. How it grew : partnering with tribes
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34. What the Redbull case tells us
• Redbull fostered not a product but a cause
shared by the tribes of extreme sports quite
unknown , neglected by the medias . The
Redbull crusade resonated within these tribes
• Some members became advocates of Redbull
• These communities have an influence , create
a large public involvement at the events set up
by the brand
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35. Tribes do not care about your brand
You do not « aim at tribes »
• You need to promote a cause which resonates
• You partner with them ( this is not sponsoring)
• You co‐create with them
• You foster their goals too
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36. Co‐creating with tribes : Salomon
• Product co‐creation with snowboarder tribes
acting as gate keepers and opinion leaders
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37. To meet tribes, be a cultural champion
Brand as ideology ,with a big ideal:
Innocent is fighting modern food habits
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38. Enacting an influencers’ strategy
List all the relevant tribes, then select the influential ones
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39. Nourish loyalty by brand communities
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40. Leveraging brand communities
• Engage consumers to become members of the
« Brand Community » , a source of value ,
+animating this community off line and on line
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41. Conclusion
• These are growing shifts of marketing practice
• They capitalize on the ability of groups,
communities ,tribes to add value to the brand
if they adhere to its cause ( adds authenticity)
• They show that far from being just the name of
a product , brands have become a link too , a
source of experiential contents online ,offline
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42. More on tribal marketing and other
innovations : published January 2012
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43. Thank You
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