#012 – 2009 Autumn

Welcome to 2009! I can’t believe it’s already April – and well into it. Not only do we have a brand new website this month, we’ve developed a range of solutions and workshops to help you clear your head about your tribe, ready to be revealed!

Our brand new website

Our website has been redeveloped to include our comprehensive solutions; solutions to help you know your tribe. You’ll also find a heap of free resources, practical articles and interesting case studies to help you on your way.

We strongly believe if you have a good understanding of your existing tribe – what your tribe sees as your strengths and areas of improvement – then your business can grow and drive change in the right direction. Paige Delancey, the star of this issue’s feature article, has done just that. Check out how she’s worked at building her tribe and how this has steered her business in the right direction.

Do you really know your tribe?

Are you looking at learning to know your tribe, but just not sure how? Head to Tribal Education for loads of free resources and workshop details.

Our workshops launch in April! Register online to book your spot. Each workshop is limited to 10 participants, so book early to avoid disappointment.

Starting your tribe for start-ups
Customer Feedback for small business
Member Feedback for member organisations
Utilising Data you didn’t know you had

The Tribal Tool-Kit

We are developing some great online tools so it’s a breeze to collect and interpret information from your tribe. It;s all part of our Tribal Tool-Kit.

The first tool to be released is CloudMaker. Contact us to find out how you can visualise the language your tribe uses to describe your organisation.

Don’t forget our Research and Strategy services, including Orientation (helping you to establish where to start in understanding your tribe), Research (our custom research services), and Strategy (our strategy package).

Happy reading!

Kate Tribe
ask@triberesearch.com.au
T | +61 2 9264 4432

Feature Article

Case Study: Create your Tribe

Paige Delancey is building and leading her tribe. I’ve watched her do this and I’ve joined her tribe. I wanted to share her story and great business tips with you.

Paige makes coffee every morning at the Radisson on the corner of Sussex & Liverpool Streets, Sydney. She’s also a jazz singer. I buy my coffee at the Radisson and I like to listen to jazz – a fact Paige didn’t know until after she told me she’s a jazz singer.

1. Remembering clients early
She remembered me the second time I went there. I was impressed since my first visit was two weeks earlier. By my fourth visit – each with a week gap in between – she remembered that I’m a latte lover.

I’ve now become her regular client; she remembers my face, name and my regular purchase. It’s come to the point where I feel guilty if I don’t buy my coffee from Paige!

How fast do you know these things about your emerging clients?

2. Asked about my life
During my second visit Paige asked where I worked, so she found out I worked in the next building. She also asked about my weekend, so she found out about my interests – and she also told me about hers. Paige put the relationship building wheels in motion by engaging in simple conversation.

Do you know about other aspects of your clients’ lives, details other than your business interactions?

3. Support other local small businesses
During my third visit Paige noticed me checking out the wheat shots in an ice bucket on the coffee stand. She told me that it belonged to a local supplier who is also her regular. Paige knew that I had my own business, and saw this as an opportunity to promote another local business owner.

Paige was strengthening our relationship.

4. Inviting me to participate in other interests
During the fourth visit Paige invited me to hear her sing at the same venue, knowing that it was a convenient location for me. I told her I liked jazz but couldn’t make that particular gig. Again, another step to strengthen the relationship.

Not deflected by my first turn-down, Paige invited me to another gig. This time I made it, along with a friend.

How many times do we give up on the relationship too early?

We enjoyed it so much we’ve become friends on Facebook, connected on MySpace and have joined her mailing list. More importantly, I have spread the word, helping her grow her tribe.

Her performances are now a recurring event in both my calendar and my friend’s.

We joined her tribe.

5. Investment: $0.00
It didn’t cost Paige anything for me to attend her gig. I didn’t have to pay an entry fee, so it was easy to convert me. I enjoyed the performance, so I wanted to spread the word. For me to market Paige through word of mouth cost her nothing financially, yet it’s one of the most credible marketing methods. It was a friendly, non-sales-like conversation. I didn’t feel sold to. It was a pleasure to spread the word.

I’m a raving fan.

6. Try before you buy
Now that I’m a part of her tribe, the relationship can develop even further. Paige has CDs for sale on a stand. I haven’t bought one yet, but I probably will soon. You can also hear Paige on her MySpace page.

I’m (almost) a paying client and Paige knows quite a lot about me. She knows how to contact me; the perfect opportunity to send a survey. The survey will help her understand her strengths to include in her marketing, and how she could improve to steer her business planning in the right direction.