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~ eShopWorld ~

ribal Marketing keting and innovation into the future? It’s a race to the bottom, a
Marketeers continuingly are looking for ways to innovate downwards vicious cycle.”
Ton advertising. Enormous amounts of money are spent Lindsay has a strong belief in a better way to create a uniform
on ads, while it is not always directly clear how the investments experience. “Focus your marketing and sales activities on telling
pay off . “Brands that really understand are trying to connect di- stories using a D2C (Direct to consumer) model. Create an idea,
rectly with their audience, promoting ideas rather than products,” an association in people’s minds, one that appeals to their sense of
says Lindsay. “A great example is Nike’s recent “Dream Crazy” belonging, and motivates them to choose your brand over another.
campaign, featuring Colin Kaepernick, American football-Quar- Being a brand hasn’t changed much over the years - Coca Cola,
terback. Th e commercial encourages us to be the very best that we Pepsi and the ‘Cola Wars’ was a great example of tribe-building. In
can be. To not accept our limitations, to strive to achieve amazing the new economy, marketplaces are a viable distribution chan-
things. It’s much more about people, and creating a link between nel. But long-term, profi table growth will come from building
hard work and personal fulfi lment. Nike is promoting that you can experiences supported across all owned D2C channels, including
be anyone in the world when you website and webstore. It is done
trust yourself. It is focusing on by lots of well-known brands.
the human psyche. Th e brand’s Imagery, people, quality, mes-
role is to connect a group of “WE MAKE IT saging, all have that same feeling
like-minded individuals into a and tone. Th ey know what works
tribe. We just need to be willing with their audience, their tribe,
to dream crazy things. Anything EASY FOR BRANDS and how to build demand based
is possible.” on a set of ideals.
TO SEAMLESSLY
It is easy to imagine what Lind- Multiple markets, one tribe.
say is referring to. People like Delivering on your brand prom-
to be in groups, shaping their ise to a domestic tribe is one
EXTEND INTO NEW
identity and stand out opposed thing, but reaching across bor-
to others. It is why people get ders with a consistent, undiluted
particular tattoos, wear certain experience is much more chal-
clothes or collect certain items. lenging. Th at said, brands that
Especially these items can help MARKETS WITH A have been able to build and serve
brands defi ne a certain group, these multinational tribes are
whether you are focusing on winning on a global scale. Th eir
the ‘cool kids’, the ‘IT-lovers’ or CONSISTENT AND strategies are based on fostering
others. Marketing opportunities a long-term relationship with
are endless. the consumer rather than gain-
CONGRUENT BRAND ing a quick win. “Being locally
Selling the experience optimised is an important part of
When selling products, brands delivering a great experience to
EXPERIENCE,”
want to off er their created customers, and is a key element
experience to their customers. of how eShopWorld helps some
It is why they try to create a of the world’s best-loved brands
consistent experience across all build global tribes – and as a
their channels. “Th eir ads, web result, grow global sales. Our
shop, social pages, packaging and more all feel the same,” explains platform takes the complexity away, and allows brands to focus on
Lindsay. “Brands work hard to build an image and messaging that delighting the customer. We make it easy for brands to seamlessly
resonates with their tribe, that fosters a sense of experience and extend into new markets with a consistent and congruent brand
belonging. Th at’s one reason why brands should be wary about experience,” explains Lindsay. “By giving them full control over the
selling through channels where they do not own or have control shopper journey, they can build relationships directly with their
over the full customer journey. On these platforms, it is almost customers. Key to doing this is owning all of the data. Th at’s how
impossible to reinforce that tribal experience. For brands to spend you can learn what your customers want, how they interact with
millions of dollars to build equity and value, then have it diluted your brand. If you don’t have visibility of the customer journey, it’s
by displaying their products beside competing, or even own-brand hard to succeed. How do you build a relationship with a customer
products developed by the marketplace itself, seems short-sighted. you don’t know? Th at’s the challenge with the marketplace model.
Th e marketplace model is based on taking all of the value created A D2C business model provides many more insights, which helps
by marketing and handing it to the consumer in the form of lower you to imagine and design the future of the tribe. It’s foundational
prices. But if brands can’t earn a margin, how will they fund mar- for long-term success.”

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