Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (https://geni.us/ugCQ0).

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Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section include:
What is the Marketing Mix - The 4Ps? https://youtu.be/gsp72V0W8Uw
Marketing Mix: Product - What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
Marketing Mix: What is Promotion? https://youtu.be/n552xtFOV2Q
Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k

LESSON NOTES
Godin’s idea is that marketers need to lead change. And they can do that by building a coalition of willing participants: a tribe of like-minded people who share a vision. Godin’s idea of Tribes is that it works on two different levels. The idea of tribes can be about:
1 leading change to build a better future
2 creating demand for a new product, idea, or service



Why Do We Have Tribes?
Human beings have a deep need to belong.
Tribes are groups of people that are connected to one another or to a leader, and are also connected to an idea the members all believe in.
In his book, Godin describes a Tribe as:
‘A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.’


So, to be a tribe, a group needs:
1 A shared interest
2 A way to communicate



Why are Tribes Important Now?
Tribes are particularly important now for two reasons:
1. Mass Marketing is Expensive
2. Global is the new local


How to Build a Tribe
Tribes need a leader. The leader needs to:
• articulate an idea with passion
• connect to other like-minded souls
• create a marker of membership
• commit to the cause and the tribe they’re building



Godin Advocates is a simple 4-step process:
1 Tell a story
2 Connect a tribe
3 Lead a movement
4 Make change


And Godin asserts that a generous and authentic leader will grow their tribe faster and create stronger bonds. His message for marketers is to be generous, authentic, and available. And a leader can keep make their tribe more effective by:
• Taking a shared interest and forging it into a shared goal
• Providing ways that members can communicate better
• Helping the tribe attract new members, grow, and spread its ideas


RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn't produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. To what extent is there a tribe that values this product? (2 MC CPD Points)
2. If you were building a tribe for this product, from nothing, what approach would you take? (6 MC CPD Points)


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RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

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