This post comes from the desk of our Account Manager Randy Garcia. Randy (and all our Account Managers) have a unique, behind-the-scenes perspective from a wide variety of events across the country and industry. Which means their know-how is incredibly valuable when it comes to giving pointers on how to grow your brand, grow your revenue, and reduce your workload. Without further ado... Randy.
A couple of years back the trending brand marketing emphasis was on building your tribe. A tribe in the modern sense is a group of people that are linked via their passion for a particular brand. The concept wasn’t anything particularly groundbreaking but the emergence of social media allowed consumers to easily connect with their interests in a variety of ways. Fast-forward to today and this cannot be more true. Just think about the types of posts you see on your Facebook or Instagram feeds every day -- brands are constantly posting content to stay engaged with followers.
Your Tribe Carries your Message
While “tribe” doesn’t seem to surface that often in the endurance industry, the idea behind building your tribe is something that event organizers should strive to achieve. Building a group of people that not only participate but also engage and promote your brand on a daily basis is paramount in this digital age. Half- or quarter-page ads in national running magazines, while nice, cannot carry a conversation.
There are different approaches to building a tribe, but in the endurance industry the end goal is usually the same -- to drive registrations. In order to do this, event organizers need to aggregate their biggest fans and manage race participants to promote their brand and message. More importantly, the event needs to act as a leader by empowering its athletes to feel they have a vested interest in the brand. Cultivating this relationship within the tribe is the key to changing a passive voice into a vocal but positive one. And after all, what is a tribe without its leader!
3 Ways to Build your Tribe
Wondering what to consider when building your tribe? Here are three things that I’ve found are important foundational pieces to having the most success:
Now that you have the keys to building your tribe you’re sure to amass more followers than Selena Gomez! Just remember, you’re the leader so give them a reason to follow!