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Going after a niche rather than the whole market made us industry leaders on day 1.

  • EM

    Elia Morling

    over 5 years ago #

    Excellent article highlighting the benefits of marketing to tribes (tribal marketing). I would add the following benefits:
    - Connecting with a tribe always means connecting with passions, making you highly relevant
    - Tribes can nearly easily be found and researched on the web, saving you time and money
    - Tribes as target groups are superior traditional segmentation, because they have tons in common. This means that you can join the sharing
    - Tribes gather in places (communities), so that you can know where to find them
    - Tribes share a common jargon and language, which means that you can be native in your approach
    - Tribes share recurring events and happenings, that you can support and sponsor
    - Tribes listen to tribal influencers. They are often much easier to court and partner with than celebs, and they can give you social proof

    All startups should explore the tribes they market and bring value to

    • AM

      Antoine Meunier

      over 5 years ago #

      I agree. I really think that the word 'Tribe' is the perfect way to put it. Will use it in the future, thanks!

      • EM

        Elia Morling

        over 5 years ago #

        Excellent! And when you do it, do it boldly knowing:
        1) Tribes are a better description of reality, than traditional target groups defined by common characteristics like age, sex, nationality, occupation and social class. Why? Because people of the same age have less in common than they did 50 years ago, and the way we connect with others is through joint passions and interests.
        2) It's not only a better description of how we connect, but also how information actually spreads.
        3) Tribes is not a fad thing. It's not a neater way of saying target group. Neither did it begin with Seth Godin. It has been well established and researched within Consumer Culture Theory for over 30 years. This means that there is a whole body of scientific knowledge that you can dig in to. Tribes also elegantly describes the shift in our identity and consumer behaviors from Industrialism to the Network Society.

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