Press Releases

TribalVision launches e-Book to promote its New-Age outsource marketing philosophy.

Firm also using Web 2.0 e-book medium for client brand-building efforts.

PROVIDENCE, RI – MAY 3, 2010
Taking advantage of the Web 2.0 tools that the firm espouses to its clients and followers, TribalVision has launched an e-Book entitled Build Your Tribe to communicate its own brand story in an engaging way.

“The idea of storytelling is a central tenet of our core philosophy,” says Chris Ciunci, founder and CEO of TribalVision. “And what better medium could there be than a book format? Especially since an e-book can be published so quickly and cost-effectively.”

Operating essentially as a marketing department for hire, TribalVision’s value-add is in leveraging today’s low-cost Web 2.0 tools to effectively level the playing field for small and midsize enterprises. Its usage of e-books as a tribe-building marketing channel is an example of the postmodern “pull” marketing that has arisen in the face of the decreased effectiveness of traditional “push” marketing.

“Consumers in general are tired of the “pardon my interruption” techniques that have long been the staple of mass marketing,” Ciunci explains. “They really don’t want to be ‘sold’ anymore. So our job is to find a way to get your company into the conversation, without alienating the very people you’re trying to engage.”

Another attractive characteristic of an e-book is its ability to communicate on a more comprehensive and deeper level than the typical marketing piece or advertisement. When written and positioned the right way, it can be a powerful tool for establishing thought leadership and moving mindsets.

“In today’s ultra-competitive marketing communications environment, it’s getting harder and harder to stand out from the crowd,” Ciunci says. “Especially when you consider the ground traditional media has lost in terms of audience and effectiveness. New media channels such as e-books, white papers and webinars provide a way to build trust and credibility by providing content to readers that is directly relevant to their goals, desires and needs.”

With this in mind, TribalVision also offers a soup-to-nuts package of services to its clients: from initial content development through design and distribution. For the distribution of its own Build Your Tribe e-book, the firm chose Issuu.com, an innovative web-based solution for online publishing that has quickly gained favor among major content providers, corporations and the research community. The accessibility and ease-of-use of Issuu was a major factor in its selection.

“The technology is at a point now where it’s both self-serve and plug-and-play,” Ciunci concludes. “The only investment needed by a client is the development cost of the e-book content itself. With our ability to function as a virtual CMO, we’re also equipped to source top-notch talent through our nationwide network of partners and subcontractors. This enables us to produce a high-quality product for a surprisingly low cost.”

TribalVision outsource marketing video is worth 10,000 words.

Marketing firm using low-cost video to tell story of its unique approach.

PROVIDENCE, RI – APRIL 22, 2010
It’s a problem facing many marketers today. How do you get an attention-deficient and time pressed public to quickly learn enough about the key benefits you offer?

TribalVision, a new firm with a paradigm-breaking approach to providing outsource marketing solutions, decided to produce an engaging illustrated video to provide a thematic framework for its overall website experience. The two-minute video quickly takes the viewer through the key pain points a target prospect would have – while communicating the big-picture philosophy behind the company.

“The new age of marketing is all about telling stories,” says Chris Ciunci, TribalVision founder and CEO. “So our first goal was to tell a story that business owners could relate to. We actually established the business owner as the main character of our story, which unfolds through a sequence of animated illustrations. We thought it was a great solution for promoting our brand in a memorable and telegraphic way.”

“This is really the kind of thing we strive to do for all our clients,” Ciunci continues. “A typical prospect is going to visit 5 to 10 websites before he/she decides which firms to engage with. So more than ever, you need to establish some wow factor to cut through the clutter. A memorable story can do just that.”

The second goal of the video was to create a visual narrative that reinforces the TribalVision brand – while creating a corporate identity that can be leveraged across all marketing mediums. The unifying element is a stick-figure with a red tie that represents the typical small business owner.

“The video isn’t a singular tactic,” Ciunci explains, “but part of the wider marketing strategy we’ve charted. It’s also a good example of our overall value-add as a marketing department for hire: The way we provide an overarching vision to each client’s marketing effort, instead of working within tactic-driven silos.”

The third goal of the video is to demonstrate TribalVision’s capabilities as a cost-effective resource for potential clients – particularly the firm’s ability to assemble virtual teams of seasoned pros to fit the needs of a particular client, campaign or project.

Tapping into a nationwide network of talent, TribalVision sourced an animator in New York by scouring online animation forums – and invited him to bid on the project. The voiceover was sourced in a similar way using voices.com, a unique Web 2.0 tool for pre-production. The scriptwriting was handled in-house.

“It’s a level of expertise and coordination that most small to mid-size companies don’t think they can afford,” Ciunci says, “and it’s a direct result of our open-architecture, Web 2.0-driven business model. We were able to produce a high-quality product on a relatively modest budget. The total cost of the video was in the thousands, as opposed to the tens of thousands it would have cost through a typical ad agency.”

TribalVision is now leveraging the impact of its video through multiple marketing channels, including its company blog, email marketing campaigns and social media initiatives. “Our knowledge of cost-conscious Web 2.0 tools isn’t something we just use as a selling point,” Ciunci concludes, “it’s something we utilize in a major way – even for ourselves. If we want clients to buy into our approach, it’s imperative to walk the walk, and to practice what we preach.”

TribalVision outsource marketing solutions provide strategic client-centric benefits.

Objective advisor approach is transparent, cost-effective and focused on metrics.

PROVIDENCE, RI – APRIL 22, 2010
For decades, the typical marketing model has relied on expensive push marketing to broadcast generic selling messages via the mass media. Viewing that model as broken and ineffective – as today’s consumer has grown resistant to traditional interruptive media tactics – TribalVision was created to leverage the new-age pull marketing techniques that are effectively leveling the playing field for small and mid-size enterprises.

“This overall philosophy is actually reflected in the first half of our name,” says Chris Ciunci, TribalVision founder and CEO. “Today, it’s about finding prospects who are genuinely interested in your service or product, and who are willing to engage in a conversation with you. Once that permission is granted, you have an outstanding opportunity to build your tribe. And to tell your unique brand story in a variety of ways.”

The “vision” part of the name has to do with the need to develop a clear and concise overarching strategy. This is in contrast to the tactics-driven marketing effort that many companies undertake by default.

“In my previous life as a CMO for a national financial services firm, the pitches I received always amazed me,” Ciunci says. “These were firms who supposedly had my best interest in mind. Yet they seldom proposed solutions to save money, or to make the overall spend more efficient. The focus was usually on selling me as much creative, PR or whatever as possible. I couldn’t help but ask myself: ‘Is this really putting my interests first?”

This inherent conflict of interest is a major problem that TribalVision is designed to solve. The company’s “helping companies market smarter” credo is at the core of its client-centric approach.

“As an impartial fee-based advisor, we’re actually incentivized to make sure each marketing dollar a client spends will work harder and go farther,” Ciunci explains. “Since we find ways to market more efficiently, there’s more money left that can go straight to the bottom line – or be used for other tribe-building initiatives. This open-minded and collaborative approach is truly aligned with a client’s best interests.

Another way TribalVision is redefining the marketing landscape is through its emphasis on metrics and accountability. While many marketing consultants are focused on taglines, “branding” and other grey areas, TribalVision applies the analytical rigor and bottom-line focus that is often lacking. The company also prides itself on the ability to develop the infrastructure to provide the real-time reporting and analytics that are crucial to generating revenue, enhancing profitability, and maximizing ROI.

“We’re living proof that creativity and concreteness can go together,” Ciunci concludes. “And we’re not afraid to ask the tough questions. Like how many customers did we bring in this month? How do we increase that next month? Marketing today is a substantial investment. You can no longer rely on “instinct” for the success of your program.”

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