Good Morning:

Take a minute to consider this concept to increase sales and customer loyalty. It is called Tribal Marketing. A marketing strategy that attempts to create social groups or communities that are centered around a product or service.

One of the most important marketing approaches to emerge in recent years is ‘tribal marketing’, and it’s something everyone in every business should know about.

The credo of tribal marketing is: People are looking for products and services that can link them to others, to a community, to a tribe of like minded individuals. Products and services that not only have a use value but also have a linking value.

The Red Hat Society is an example of tribal marketing. A few women got together for afternoon tea wearing red hats. Now they have their own magazine, sales in gifts stores, web site and local chapters. All over wearing a red hat and having some fun.

Other examples of tribal marketing can be found in the wild bird watching community. The National Bird Feeding Society is one. Started in 1990 it grew to 14,252 members by the fall of 1995. In every sense of the word this group was a ‘tribe of birding enthusiasts’. However by 2002 membership fell to less than 10,000 and the organization closed its doors. The blame fell on the internet. While the internet has it advantages it does not give the individuals that touchy feely satisfaction that comes with a newsletter arriving at the door.

A second is the group of Wild Bird Franchise stores. Here the tribal members are the franchises. Whether the store customers are a tribe depends greatly on the individual store owner and his/her marketing approach.

What has brought this about - this ‘tribal’ need? Society has become increasingly fragmented. We are anything but homogeneous and we actively work to create our individuality rather than to fit in with the masses. We reject society’s rules and create our own, seeking like-minded people with whom we can associate and be ourselves.

In spite of the demise of the National Bird Feeding Society, ( its predecessor The Bird Feeders Society still exists) the opportunity for wild bird stores to develop a ‘local tribe’ is phenomenal. Birders are mentally and emotionally pre disposed to be part of a tribe. They buy the same magazine; carry a membership card in a local, regional, or national birding organization. visit the same birding sites; buy someone’s brand of birding products, shop in a wild bird specialty store, and are willing to spend significant amounts of money on their hobby. All they need is for someone to invite them to become part of a tribe, your tribe.

Here are a few ideas of things you (The Grand Pooh-Bah of The Tribe) can do to turn your customers into a tribe of dedicated, loyal, repeat customers.

1. Provide the unique symbol and sign. (A decal for the car window. A bumper sticker that says something like – Follow me to xxx wild bird store or Birdwatcher driving - watch for sudden stops or a pen or note pad or magnet. Anything that will remind them of you and your store.)

2. Make sure your Tribal Symbol (store logo) is featured on all your marketing materials and products - even if you need to purchase stickers to insure it happens. (As soon as membership reaches a key number NAIWBS will have it own brand of bird seed, suet and feeders to unite your customers)

3. Include a bulletin board for members to post sighting, messages, notices and articles of interest to other members. Be sure to encourage the poster to put their name and date on anything posted. This reinforces the concept of belonging.

4. Have events and activities that help your Tribe (customers) share experiences, and bond together. Events that make them feel special. A Field Trip, a lecture, a book signing, a binocular cleaning.

5. When the time is right give your preferred customers the ‘tribes’ special totem. (Pass out a preferred customer card that carries a special benefit). When I was running a store our preferred customers received their card after purchasing $100.00 in products. Once they reached that $100.00 level they then became a preferred customer with an automatic 10% off any purchase for the balance of the year.

Your store, its products and its tribe are linked emotionally, financially, and communally. Your marketing efforts need to go well beyond earlier concepts of selling consumers something to use. Filling that need to be part of a community of like-minded people is the basis of tribal marketing and should be your emphasis in 2005. Look around you and you'll see how it’s already part of your daily life. The next time you purchase a ‘tribal’ brand think about your tribe and what it means to you.

Take a minute to join our tribe.. – The National Association of Independent Wild Bird Stores. Be one of the wise ones.

Until next time.
John