Brands are “fighting” to get the attention of customers and it is no easy task. There are hundreds of brands and it is hard to stay on top of the competition and be top of mind for shoppers.
However, there is a way in which you can increase brand loyalty and gain customers that will shop from your brand for a long time. It is called Tribetailing. It might seem like an odd concept, but believe us when we say that it’s an amazing strategy for brands that don’t sell to the masses.
In this article, we are going to share more information about tribetailing, from its definition to tactics.
What is tribetailing
Tribetailing is a strategy in which brands focus on promoting their products and selling to a specific group of consumers. While every brand has an ideal buyer persona, brands that use tribetailing don’t really care about demographics, they care about people who are part of a certain group.
Because personalization is hard to achieve, especially in brick and mortar stores and marketing to demographic groups is too broad, brands found a new resort: Tribetailing.
What are tribes and why should brands focus on them?
We all feel the need to belong and that is why we tend to communicate and stay connected with people who are similar to us. People from a certain country or region, people of a certain race or age group need to connect with each other. This is why we have communities and groups. However, tribes might be similar to groups, but they're made out of people who have similar passions or interests, not necessarily demographics.
In his book called Tribes, Seth Godin talks about tribes as groups of people who are united because of an idea and a leader. Also, tribes need to have a way to communicate with each other.
For example, people who practice a certain diet (Keto, Paleo, etc.) are part of tribes. Also, those who have specific hobbies like fishing or reading tend to connect with other like-minded people and create tribes.
Here’s when brands step in. Instead of selling to everybody and ending up selling to none, brands need to make their target audience smaller to tailor the right marketing strategy to sell to them.
Tribetailing vs niche retailing
Sometimes, these two concepts tend to be used interchangeably, but they are nothing alike. Tribetailing is all about marketing and selling products (or services) to a specific tribe (or small group of people). Niche retailing means selling a specific product or group of products to large masses of people. A niche retailer can be a store that sells only shoes or make-up.
Tribetailing doesn’t mean brands focus on selling only one product, but they do sell to a specific group of people. Because of tribetailing brands have the possibility to better engage with customers.
Now that we’ve shed some light on the whole tribetailing concept, let’s see how brands can implement this strategy for their products.
Tribetailing strategies to increase brand loyalty
While tribetailing means tailoring every part of your marketing strategy to engage with a “tribe” of people, this doesn’t mean there aren’t some specific tactics you can try. Here are three of our favorites.
1. Robotic POS displays
A robotic POS display like Tokinomo is the perfect solution to attract the attention of your tribe! If you want to market your products in a unique, innovative, and techy way, this is the best solution.
It’s really hard to attract attention in brick and mortar stores because most in-store marketing solutions are dull. However, with Tokinomo you can make your products talk to your customers. They will be surprised, curious, and best of all, they will remember the name of your brand!
2. In-store events
Build a tribe around your products with the help of in-store events. These events are designed to allow customers to learn more about products, try them out, and connect with other like-minded people.
The past year hasn’t been the best time to host an in-store event. However, until in-store events are allowed, you can still host an online event to promote your products.
3. Personalized offers
Personalized offers for people who are part of the tribe you want to market to are a great way to engage with them. For example, let’s say that you want to promote your product as being ideal for teachers or students. You can offer 25% off of your product for people who are part of that tribe.
Tribetailing will help brands increase brand loyalty, revenue, and ROI. This is because people feel the need to be a part of a group and they want brands to acknowledge that group. Try out these tribetailing tactics and see their impact.