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Understanding Tribal Marketing A new Model for Marketers in a World of Consumer Relationships and Marketing-as-Dialog

Marketers today face two major challenges: 1) keeping up with trends & technologies to provide the best ways to reach consumers, and 2) showing accountability for measurable results. Today’s marketing problems will be solved by people with diverse skill sets. Marketing must strike a balance between customizing messages and generating ROI. Purely demographic approaches are losing effectiveness, while exclusively pursuing profitable 1-to-1 may not build enough sales volume. Tribal Marketing may be the best approach. June 3, 2009 — Marketers today face two major challenges: 1) keeping up with trends & technologies to provide the best ways to reach consumers, and 2) showing accountability for measurable results. Today’s marketing problems will be solved by people with diverse skill sets. Accelteon Partners Inc. of Toronto, Ontario teamed up with Torque Ltd. of Chicago, Illinois to demonstrate a measurably better way for marketers to connect with consumers - Tribal Marketing

Tribal Waters: Ebracing Consumer Tribes
Tribal Waters: Ebracing Consumer Tribes

Marketing must strike a balance between customizing messages and generating ROI. Purely demographic approaches are losing effectiveness, while exclusively pursuing profitable 1-to-1 may not build enough sales volume.

 

“Viewing consumers as tribes allows brands to be a means of supporting tribal connections. It is a way of conversing with consumers rather than shouting at them,” said Malcolm Jussawalla, Partner at Accelteon Partners Inc. “In our eBook we present a new way of thinking about brands and consumers, and how the two interrelate.”

The eBook project details the market transformation of a bottled water company, from a me-too player to a tribe-focused brand. Insights are drawn from Accelteon’s expertise in strategy & analytics and Torque’s expertise in market execution.

“By putting the tribe at the center of the marketing conversation, a brand can expand relationships with loyal consumers and also foster relationships with new consumers,” says Kevin Masi, President & Co-Founder of Torque Ltd. “For example, many people are concerned about the environmental impact of bottled water. We pro-actively addressed this in our recommendations.”

The eBook, written in case format, guides the reader through developing a tribal strategy and presents samples of strategic execution throughout the engagement.

“Tribal Waters: Embracing Consumer Tribes” Is available to download at www.accelteon.com/TribalWaters.html

Accelteon Partners Inc. (www.accelteon.com)
Accelteon’s mission is to enable your organization to strategically unleash the potential of consumer tribes.

Torque Ltd. (www.torquelaunch.com)
Torque provides creative brand marketing to mid market businesses, with brand strategies and full services marketing programs.

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Posted by Malcolm on Wednesday, June 3rd, 2009 at 10:22 am
Filed Under Category: Tribal Waters
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