Group items tagged

Pick one person from each of your target audiences (e.g., working parents, college students or urban hipsters) and answer the following questions: What does he or she look like? What does he or she care about? Where does he or she work? What does he or she do for fun?

"Box office is the result of a wide variety of well-aligned tactics and circumstances, and the goal of a stunt, such as our beauty shop scare, is often to earn attention versus buying attention with an audience. When it's successful, the attention you earn greatly exceeds the cost of buying an equal amount of exposure with that audience."

Traditional segmentation studies group people according to attitudes, needs and behaviors that relate to a specific product category. Tribal analytics complements segmentation studies, adding a layer of richness and dimension to them, by illuminating how people naturally self-organize into “tribes” based on shared values, interests, preferences and behaviors that transcend categories.

Tribal analytics was built on the premise that people aren’t fixed nodes. They evolve within a larger social ecosystem. Their values, preferences and behaviors shift as social and cultural norms do.

The God Squad – this large group is principally, but not exclusively, defined by it faith and belief in God. Land of the Free – they are an amalgam of the most traditional values of duty and responsibility, perseverance, simplicity, and optimism. The Happy Hedonists – optimistic and adventurous, this small but mighty tribe is chiefly characterized by its focus on material possessions. The Adventurists—rebellious and adventurous, members of this tribe love new challenges and energetic activities. Go With the Flow – Zen, balance, and leading a personally fulfilling life are their top priorities. The Dutifuls – this tribe includes people who are, above all, modest in everything they do. They place extra value on authenticity, honor, compassion, and trustworthiness. The Persistents – tribal members see themselves through the prism of dealing with life’s struggles, perseverance, the determination to move on, even against all odds.

“If too many people can buy it, the brand loses its exclusivity.”

Despite the ubiquity of digital and social media, the in-store experience is still integral to producing individualized experiences for high-wealth customers. “Even though the products are available to view online, it is not the same as the experience of seeing them in person,”

Digital and social media can amplify in-store experience for high-wealth customers, but shouldn’t necessarily be seen as a substitute.   

Of course then there are the brands that step into social media like a wolf in sheep’s clothing. They crash our Facebook pages and pose as the tragically hip ordering the latest cocktail infusion at our neighborhood bar. When it comes to “being real or personable”, too many brands come off as cheap polyester versions of Leisure Suit Larry.

We’re sick of the self-promotional ego machinations. The brands we love, come with a personality, authenticity, and unique point of view.

marketers are often too busy chasing the dragon of aggregate click-throughs and response rates to really take notice of whether they’re actually connecting with people.