MarCom Professional

Going Tribal - Two UK Websites Thriving from Tribal Marketing

Internet marketing used to be simple: you’d dump your brochure online and pray a small percentage of visitors would click buy. Well, this approach is generally flawed, because it’s like having a shop window display to attract customers and then not talking to them when they arrive.

The internet might be a cold, robotic medium, but people still have human needs and behave in a similar way to how they do in the real world, something smart marketers are starting to capitalise on.

Whether it’s teenagers arguing about bands on MySpace, internet marketers sharing advice on E-consultancy or any of the thousands of forums sprouting on every topic under the sun, people are grouping together based on shared passions and interests.

In essence, people are displaying the same behavioural instincts we’re had since cavemen times, and forming digital tribes with those we feel a connection to.

Consequently, smart marketers are realising that if they can build the same sense of kinship around their products and services they can tap into other positive tribal mannerisms, such as dedication, loyalty and the desire to invite friends and family to join the tribe as well.

Rather than just building static websites, marketers are creating web presences, with blogs, video, social media and other tools, to develop a sense of engagement and tribal loyalty to their brand.

Here are two examples of businesses thriving from using their websites to create a tribe, rather than merely as a shop window display:

Pampers.co.uk

Procter & Gamble have always been a leading innovator when it comes to engaging with consumers in deeper ways than conventional advertising. Now they’re applying the same philosophy they used in soap operas to the internet: offering valuable content to foster a closer affinity to their brand.

The Pampers website doesn’t have an obvious sales pitch or shopping cart in sight. Instead what you have is a website packed with information for expectant and young mothers, offering help rather than trying to sell them nappies.

There are many ways in which visitors can engage with the website, such as register for their popular newsletter (customised with relevant information for their child’s age) check a map for family friendly restaurants and start their own blog.

And due to the positive associations they feel from the experience, mothers are more likely to pledge their allegiance to the Pampers tribe and pay tribute the next time they’re in the supermarket.

The Pampers website demonstrates how major brands are leading the way in tribal web marketing and developing a closer affinity with their products through the provision of valuable content, rather than static sales pitches.

Whilst you might not have P & G’s marketing budget, there’s no reason why any business can’t adopt the same tribal tactics due to the relative low cost of using the web to engage with prospects, as demonstrated in this next rubbish case study:

Topskips.co.uk

A husband and wife team launched Topskips.co.uk in 2003 with a mere £5000 budget. As the internet’s first skip hire website they were able to quickly corner the market, growing by nearly 700% within two years.

They attribute their continuing success to their website and marketing strategy. Rather than mere brochureware, their website is a treasure trove of information. They provide a blog, free eBook, newsletter and videos with advice on topics such as hiring the right skip size spliced with refuse related humour.

Since Topskips.co.uk was launched the search listings have become flooded with rival skip hire firms hoping to take away some of their business.

However, the level of engagement Topskips.co.uk offers, compared to the static brochures of their competitors, means visitors will feel a closer connection and sense of loyalty to their brand.

Topskips.co.uk is an example of how to use the web’s tools for closer engagement with customers and how to create a tribe Stig of the Dump would be proud of.

Tribal marketing is also about cooperation

Selling products and services is a complex psychological process, and taping into the nature of human behaviour is certainly the way to go.

Regular readers will know we’re big fans of marketing superbrain Seth Godin, and Seth has recently preached on the power of tapping into the principles of groups and leadership in his new book ‘Tribes’, which is certain to be on most marketers’ reading lists.

Here at BDA we’re in the process of developing tribes of our own, in which we connect together our clients, partners, suppliers and other contacts to share ideas and make business connections. Because we believe cooperation is the business model of the future, and another of the central binding principles of every great tribe.

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BDA (Buckingham Design Associates) blog - real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

Also posted on www.thinkbda.com