In
last week's blog I discussed the idea that all think is now group think. This week the Wall Street Journal pointed
out that people show their allegiance to the tribe by defying facts. Wow. (Goldstein,
2018)
So
does it make sense to move from the traditional approach of defining targets based
on demographics to focus on a tribal approach?
Delta, MetLife and Hertz demonstrated their use of this alternative by
extending discounts to members of the NRA, which they have now discontinued due
to the boycott. (Lehrer, 2018) But offering
discounts to specific segments is old news.
A more
interesting example comes from symphony orchestras, who are now featuring videogame
music in concerts. Not only are they
attracting double the average amount of attendees, but these attendees, many of
whom come in costume, spend more than $13,000 on souvenirs, versus the $3,000
that is normally spent. (Needleman,
2015)
So going
back to the original question - should we replace demographics with tribal affiliations
when defining our targets?
Not
entirely, because there is still tremendous value in knowing the demographics
of your target since they are the key to unlocking a wealth of research data. But appealing to the targets' passion for the
tribe could certainly be part of the target definition. And based on the latest information about
tribal allegiance, it certainly should be.
Goldstein,
R. (2018, March 15) Truth Isn't the Problem - We Are. wsj.com. Retrieved March 21,
2018, from https://www.wsj.com/articles/truth-isnt-the-problemwe-are-1521124562
Lehrer,
P. (2018, March 14) Is there any individual thought anymore, or is it all
tribal? pjlehrer.blogspot.com. Retrieved March 21, 2018, from http://pjlehrer.blogspot.com/2018/02/nra-boycott-behold-power.html
Needleman,
S. (2015, October 12) How Videogames Are
Saving the Symphony Orchestra. wsj.com.
retrieved March 21, 2018, from https://www.wsj.com/articles/how-videogames-are-saving-the-symphony-orchestra-1444696737
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