Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, tribes that come together through shared hearts and minds.

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presentedbyKevinMasi|ExhibitorGroup

2. pTribal Intelligence |
Today’s marketplace
is increasingly crowded
in all product and service
categories. Marketing and
advertising media have
also increased dramatically
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Companies want to GROW
their brands and to profit
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However,
many companies are overly
product-focused in their marketing
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Companies can create
audience-relevant marketing
by understanding people’s
PRIMAL
MOTIVATIONS
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Tribal Intelligence creates
customer insight, enabling
companies to develop
BAD-ASS
BRANDS
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Urban dictionary:
Adjective. Having extremely favorable qualities
Adjective. Pertaining to a person or thing
that is rugged, strong, and/or ready to show these
qualities
I have a bad-ass car with a kickin sound
system and bitchin rims.
The armored tank is a bad-ass military
vehicle that can roll over just about
anything.
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WILSON JACK:
If you think there’s a longer ball,
You don’t know Jack
Jack shot to the top,
becoming Wilson’s #1 selling golf ball,
amid hundreds of competing products
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= =
Companies are myopically focused
on their products, putting them in a
precarious place
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Improvements in technology
and production capability
are generating huge
numbers of high-quality,
low-priced products
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HOUSING DEVELOPMENTS
are springing up like
mushrooms in all of the
country’s biggest markets
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We are doing business
in a LEVEL 3 marketplace.
LEVEL1 = Ford’s model ‘T’ era, where
demand exceeded supply
LEVEL 2 = post-war automobile
manufacturers began adding
features and improvements
Harry Beckwith, Selling the Invisible
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LEVEL 3Marketplace
To stay competitive, companies must
surprise and delight their customer
beyond what
the customer
can think to ask
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Harry Beckwith, Selling the Invisible

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SATISFACTION
is no longer enough
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We live in an
environment of
MARKETING
OVERLOAD

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We are exposed to some
3000-5000
marketing impressions a day
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with more
media choices
than ever
Online and offline, traditional
and non-traditional
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We live life
at a hurried
pace...even kids
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MARKETING
MYOPIA
is a term describing a company
with overly product-focused
marketing
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Theodore Levitt, Marketing Myopia

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A product-focused marketing
strategy emphasizes functions
and features—but now these
are looking more and more like
everyone else’s product
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B U Y

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Why?
As companies mature,
they evolve from
entrepreneurial
(market orientation)
to an operational focus
(product orientation)
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Why?
From entrepreneurial
to operational focus
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Company Focus
1: Entrepreneurial Phase
2: Growth Phase
3: Success Phase
CUSTOMERS
THE COMPANY

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Condominiums
from $199,000
all granite kitchens • in the heart of uptown
condo shoppers are marketed to
with features, price
and location
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To market
for growth,
businesses
must understand
people’s primal
desire to connect
with their own
tribes
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“Getting” people requires a
sensitivity for the increasing
number of special interest
tribes.
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PEOPLE don’t function
independently. We relate to
tribes of like-hearted individuals
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We buy, wear and do things
that connect us to our tribes
and distinguish us
from others
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To understand people,
understand what’s
important to them.
Successful brand marketing is based on an
understanding of what’s in it for the customer
(WIIFM)
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• New ways of talking to men
• Rose Cameron, Leo Burnett Worldwide
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Retrosexual
Metrosexual Patriach
Power Seeker

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An individual’s primal needs
are centered around how she
relates to her tribe:
To belong
To be seen
To be heard
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It’s not just ‘them’ — it’s us, too
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THE SOCIOLOGY
OF TRIBES
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Tribal Intelligence is the
understanding of people’s
emotional needs and social
interactions
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Insight comes
from understanding
why individuals need
to belong to specific
social groups
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Belonging: styles of
communication and change

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Individuals belong to many Tribes
at any given time
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Tribes are
SOCIAL
NETWORKS

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Tribes have
DOMINANT
INFLUENCERS
that attract and affect members
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Tribes are shaped
by the strength of the bonds
between members
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The frequency and style of
communication varies from
Tribe to Tribe
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COMMUNICATION
STYLE
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suggests access points where
marketers can reach the tribe

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Tribes change
FLUIDLYand
CONTINUOUSLY
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Tribal membership changes when
life and social needs change

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WHAT WAS IN,
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GOES OUT

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POPULAR
PEOPLE
FADE
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What was important,
becomes irrelevant
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focus your brand
on the audience tribe
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To
GRAB
ATTENTION,

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Gather data from all the
available sources,
QUANTITATIVE
and QUALITATIVE
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and

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Don’t neglect
INTERVIEWS
with the
SALES TEAM
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Research can
tell us what
happened
in the past.
(caution: it can be a
postponement of action)
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Findings must
be presented
in

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The half-page positioning
statements are gone
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Statistical audience profiles
are too complicated and
impersonal to be
powerful or persuasive
average HH income: $50k
women age 18-36
careers
families
pressed for time
who is this person?
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Malcolm Gladwell, Blink
THIN-SLICE
the massive amounts of data
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WATCH
& LISTEN
for central clues
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IDENTIFY
the key ideas
In the eyes of the customer, what makes us:
distinct
meaningful
lasting
authentic
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WHY FOCUS?
Brands must mean
only one thing
in the mind of
the customer
Al Ries, 22 immutable laws of branding
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Generate
creative
themes
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WOW, INSPIRE & DELIGHT
GreenExchange.com
and the LOHAS tribe
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Develop a TRIBAL NARRATIVE
carry Tribal Intelligence practices
throughout your company
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Get everyone
into the same conversation
about your customer
and the market you serve
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USG Framing
“A Framing Alternative”
focus on relevance — the builder’s priorities
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Stay
ahead
of your
customer
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If You Think There’s a Longer Ball,
You Don’t Know Jack®

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TRIBAL
INTELLIGENCE
the way you go to market
product development
HR policy
incentive pay
strategic partnerships
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can affect the
way your whole
organization works

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Will you create a powerful brand,
overcoming the stagnation
of product sameness
and marketing myopia?
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Competition, marketing
overload, and marketing
with too much product
emphasis puts your
business at risk
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Tribal Intelligence provides
critical customer insight
to guide powerful marketing
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Tribal Intelligence will spark a
romance with your customer

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TRIBAL
INTELLIGENCE
will re-energize your growth,
connecting you with your
customers in deep,
lasting ways
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70. pTribal Intelligence |
THANK YOU
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