How limitless options, shrinking dollars and increased accountability have necessitated Tribal Strategy Tribal Marketing and Consumer Tribes

1. Going Tribal
How limitless options, shrinking dollars and increased accountability
have necessitated Tribal Strategy

2. Meet The Characters
Seth, the Savvy Marketer Patrick, the Prudent CFO Stan, the Sensible CEO

3. Though Seth and Patrick both work at the same company they rarely
communicate with each other since they are both working hard with their
team to meet their quarterly numbers.
My spreadsheets
It’s getting more
are breaking at the
challenging to meet
seam. Half the
my numbers.
activities we do
aren’t even tracked
Stan may look like
in our system.
an easy going guy,
but he is asking me
Stan asks for exact
to meet impossible
numbers while Seth
targets in this
just talks about the
economy and with
brand and the big
a tiny budget.
picture.
Sometimes I wish
…If something
he would just chill
doesn’t change soon
out and think of the
I am going to start
brand…
losing my hair…

4. One day…
I am as fun loving
as anyone; these
Web 2.0 tools are
cool and all.
But I need to know
why we are
investing in social
media, events and
other activities
Seth?
What business
results should I be
expecting from
these activities
Patrick?

5. After a few moments of pause and mumbling…
Ummm..
You guys think
about it while I
blog about the
delicious sandwich
I had for lunch.
Ummm..

6. Seth and Patrick went back to their desks and begin to look for a solution
to their predicament
I need to find the I need someone
right team to help who:
me:
can speak my
understand our language
current situation
help develop a
help us articulate solid business case
our goals and
objectives can integrate what
Seth is saying into
help us utilize the my models
right mix of
marketing tools
available

7. Meanwhile…
I need to find the
guy who ate the
second half of my
sandwich

8. After tirelessly reading through countless blogs, searching the websites of
agencies and consulting firms Seth and Patrick were about to give up
until…
Aha! Yipee!

9. Seth and Patrick rushed back to a still sensible and sandwich-less Stan…
We came across a firm
that understands what
we are going through.
Instead of just randomly Looks like you’ll be
putting out campaigns, soon out of a job Seth.
they want to first
understand which Just Kidding. HA HA
consumer tribes we can HA
leverage.
Instead of marketing to
our consumers, we will
find ways to support
tribes in their passions…A
Tribal Strategy.
The tribes we leverage
will do some of the
marketing for us.

10. Also, they understand
I can barely contain
how businesses work!
myself with
They will develop the
excitement.
business case, tie it into
our objectives and
Who is this group of
continuously monitor our
modern day
results.
superheroes?

11. Seth, Patrick and Stan all turned their heads towards the screen and went
on the firm’s website
To see what Seth, Patrick and Stan saw, visit…
www.accelteon.com/thefunbook.html

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