Theme 1 - Communicating with specific target audiences Flashcards
What techniques would you use to take advantage of the concept of a community?
Platforms to encourage interaction
Sponsorship of events (Harley)
PR (about building authenticity and building the personality of the brand, facilitate the building of the community)
NOT Sales promotion - would not work as the goals are different
What is the traditional method of market segmentation to communicate with consumers?
Directed by customers’ characteristics including demographic, geographic and diverse behaviour.
What is the new communities/tribal marketing approach to communicate with consumers?
People do not (necessarily) gather around something rational or modern – age groups, a professional occupation- but around non rational and archaic elements: emotion, passion (adapted from Cova 1997)
Directed by customers’ need to belong and social bonds amongst community members
- fan groups, tribes, brand communities serve as a point of reference in making comparisons and forming judgements about oneself or group.
What are some examples of candidate descriptor values for a traditional method of market segmentation?
GEOGRAPHIC - Country, region, population density, climate.
DEMOGRAPHIC - consumer age, education, gender, income, language, nationality, occupation, race, religion.
BEHAVIOURAL - Type of purchase decision, decision making practise, decision making unit, use occasion, point of purchase and user situation.
SOCIAL/PSYCHOLOGICAL - attitude, life stage, personality, sexual orientation, interest and opinion.
What are the different roles a customer can take?
Information provider Specifier Decision maker Influencer Buyer User Gatekeeper
Name an example of how targeting someone other than the customer can target the user of a good.
Buying a VW polo - targeting the mother (customer) can help influence the user.
How can the market be segmented according to lifestyle characteristics?
PREMIUM SEEKER - want new technologies
STYLE SEEKER - interested in design over features
RATIONAL SHOPPER - need lots of information before they purchase
BARGAIN HUNTER - want good value
Name an example how segmentation according to lifestyle characteristics can be applied to the marketing of a product.
LG Art Cool Air conditioning unit
Primary market: Style seeker
Secondary market: Premium seeker
- Adverts do not mention how good the product actually is
What is tribalism?
A metaphor to describe social dynamics in an urban context - urban tribes have a sense of identification, religiosity, group narcissism, language of their own. (Cova, 1997).
Held together by passion and shared emotion.
- Ephermal
- Unstable
- Global
- No necessary face to face interaction
- Centered around hobbies, habits, objects, people and brands
- Multiple
- Broad community, not necessarily constant interaction
Name an example of tribes
Harley Davidson’s Hells Angels, ritualistic
Marathon runners eg Nike or Vitality
Star Trek fan base
What is a social identity?
A person’s knowledge that he or she belongs to a social category
Individuals develop tastes consistent with their membership groups and adopt habits constant with their aspirational group.
Dislikes are developed when individuals relate specific preferences to groups that they do not wish to be associated with.
What are the requirements of tribes?
IDEOLOGY OR BELIEF SYSTEM
- Idea about how the world works
RITUAL
- Stylised, exaggerated behaviour that reflects the tribes ideology to establish an institutional memory
DISTINCTIVE LEXICON
- Characteristic lingo and a set of emblems to display membership
IN GROUP/OUT GROUP ACCENTUATION
- Pseudo-speciation that defines tribal boundaries - the others are not like me
What is the distinction between marketing to segments and marketing to tribes?
Marketing to segments is about satisfying the segments needs and wants.
Marketing to tribes is about satisfying members’ need to belong.
eg: Wearing a Nike running vest at a marathon to feel you belong, not for a sense of symbolic value
Name an example where tribes have been capitalised upon to promote a company.
Salomon created night racing for roller skaters to bring people together, forming a community to push the brand. Became popular over other snowboarding brands such as Fila and Nike as they used tribal not classic marketing approaches
What marketing approach should firms take to target to specific audiences.
1) Define whether customers are tribal/segmented
2) Define what product value they seek
- Needs, wants, belonging vs. features, values, benefits
