tribal marketing, j n kapferer 2012-03-22
DESCRIPTION
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.comTRANSCRIPT
What’snewonbrands TribalMarketingisyourbrandreadyforit?
Jean-Noël Kapferer, HEC Paris kapferer.com March 22 2012
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Thetimesarechanging
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Anothersignofthechangingtimes
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Thetwoforcesimpactingmarkets
NEWTECHNOLOGY SOCIALCHANGE
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Socialchangeledbynewgenerations
• Youarethechildofyourtimemuchmorethanthechildofyourparents
• GenerationY(1980‐1996):onaverage140friendsonfacebook
• PostBoomers(1965‐1979)haveonly91
• Boomers(1946‐1964)havejust64
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Newtechnologychangestheworld
Trains broughtthemassmarket
Parkings madesupermarketsaccessible
Television createdpre‐soldbrands
Internet createswhat?
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Newtechnologychangestheworld
Internet createswhat? ‐Backtoconversationsagain,butinside
socialgroups,tribes,communities ‐Freedomtospeak,notonlyauthorities ‐Cultureofsharingbetweenmembers Peertopeerrecommendations
Thecollaborativesociety9
Newtechnologycreatesnewdemands
FACT:Consumersnowdirectlysearchandpickcontentfromtheinternet
QUESTION1:Whatmakesyouinterestingenoughtofeedtheirsearchesandtheirconversationsonthenet?QUESTION2:Whatdoyoutalkaboutwhenyoudonottalkaboutyourproductsandyourservicesoryourself?
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Asignofthetimes:brandsarenowcravingforcontent!
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Todaybrandsneed«brandcontent»
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Thinkofyourbrandasamedia
Ifconsumersnowdirectlypickcontentfromallmediasandespeciallyontheinternet:
Brandswillhavetocreatetheirowncontentandactasamedia,
producingandemittingastreamofcontent,ofnews,ofeditorialmaterialcontinuouslyrenewed,throughallchannelsandsocial
networks
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Thinkofyourbrandasamedia
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«Brandcontent»isadifferentcommunicationprocess
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How«brandcontent»changestherelationshipwithconsumers
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Howbrandcontentchangesthefocusofyourinvestments
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Thethreetypesofbrandcontent
Entertainment
DiscoveryExploration
Usefulness
AudiencedelightmentCreativityoriginalityBuildingaffectthroughExperientialcommunicationobjects
Penetratingintothebrand’suniverse,heritage,history
BringarealservicetotheaudienceThisisnotaftersalesservicerestrictedtobuyers
Thegoalisnottopersuadeaconsumertargetbuttoengagealargeraudienceofpersonsintoyouruniverse
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Pioneersofbrandcontent
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Pioneersofbrandcontent
BMWcreatessmallmoviesforthenet
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Peoplelookforeducation
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Sourcesof«brandcontent»
Theclients:crowdsourcingYourhistory,heritage
YouruniverseYourvalues
YourknowhowAllyourstudieswhicharerelevantYourlatestnewproductlaunches
Etc..
Whatinternetrevealstoo:theimportanceofgroups,communities…
• Consumersarenotisolated:theybelongtotribes
• Thesetribesdefinetheiridentity,theirchoices24
Forgetindividuals,thinkmulti‐viduals
Theself
GroupA
GroupB
GroupC
GroupD
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Rediscoveringthesocialconsumer
FACT:Consumersarenotindividuals!Theyaresocial,belongtogroups,realandvirtual,whodrivetheirchoices
QUESTION1:Howdoyouintegratethesegroups,communities,tribes,…..
QUESTION2:Whatmakesyourelevanttothesegroups,tofeedtheirinterest.
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Introducingtribalmarketing
• Anattitudewhichfocusesmoreontheactualgroupspeoplebelongto,thanonconceptuallyconstructedgroups(ex:lifestyle,segments)
• Tribes,groups,communitiesareeverywhere:bylackoftoolsweweremyopic.Wecan’tnow.
• Theyarestructured,organized,withinnerleaderswhocanactasinfluentialadvocatesorgatekeeperswithinthegroup.Andoutsidetoo
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Whythinkandacttribalmarketing?
• Massmarketinghasnotpreventedthegrowthofprivatelabels(50%)
• Premiumbrandsaremoreresilient.Asaruletheystartbyenactingatribalmarketingstrategy
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Mostpremiumbrandsstartedtribal,communityoriented….not
massApple
Absolut
Nespresso
Redbull
Nike29
Mostpremiumbrandsstartedtribal,communityoriented….not
mass• Applestartedascultbrandofcreativeelitegroups
• AbsolutstartedascultbrandoftheNewYorkgaycommunity
• Nespressostartedascultbrandofthecoffeeafficionados
• Nikestartedwithheroesoftheblackghettocommunity
• Redbullstartedasthepartnerofstudentcommunities30
Benchmark:Redbull
• BiggerinsalesthanPamper’sworldwide• SixtimesmoreexpensiveperliterthanCoke
• Grewwithoutspendinginmediaadvertising
• Exploitedthepoweroftribes,communities
• Onlyrecentlymovedintoworldwideeventsabletoproducereal‐livedexperiences,reinforcingundergroundcommunities,tribes
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Howitstarted:tribalmarketing• Aimingatanexistingcommunity(studentsoncampus)throughproximity,relationalcontacts
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Howitgrew:partneringwithtribes
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WhattheRedbullcasetellsus
• Redbullfosterednotaproductbutacausesharedbythetribesofextremesportsquiteunknown,neglectedbythemedias.TheRedbullcrusaderesonatedwithinthesetribes
• SomemembersbecameadvocatesofRedbull
• Thesecommunitieshaveaninfluence,createalargepublicinvolvementattheeventssetupbythebrand
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Tribesdonotcareaboutyourbrand
Youdonot«aimattribes»
• Youneedtopromoteacausewhichresonates
• Youpartnerwiththem(thisisnotsponsoring)
• Youco‐createwiththem
• Youfostertheirgoalstoo
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Co‐creatingwithtribes:Salomon
• Productco‐creationwithsnowboardertribesactingasgatekeepersandopinionleaders
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Tomeettribes,beaculturalchampion
Brandasideology,withabigideal:Innocentisfightingmodernfoodhabits
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Enactinganinfluencers’strategyListalltherelevanttribes,thenselecttheinfluentialones
Nourishloyaltybybrandcommunities
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Leveragingbrandcommunities
• Engageconsumerstobecomemembersofthe«BrandCommunity»,asourceofvalue,
+animatingthiscommunityofflineandonline
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Conclusion
• Thesearegrowingshiftsofmarketingpractice
• Theycapitalizeontheabilityofgroups,communities,tribestoaddvaluetothebrand
iftheyadheretoitscause(addsauthenticity)
• Theyshowthatfarfrombeingjustthenameofaproduct,brandshavebecomealinktoo,asourceofexperientialcontentsonline,offline
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Moreontribalmarketingandotherinnovations:publishedJanuary2012
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Thank You
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