Build a Tribe: What Chase Reed is Really Doing By Opening World's First Sneaker Pawn Shop in Harlem

July 2, 2014

Chase "Sneakers" Reed, a 16 year old student from Harlem, can be properly named Visionary. Often times visionaries don't do anything new, they just take something they love (usually simple) and create a platform for it; being a visionary is often times how you do what you do. Chase has opened what sources say to be the world's first sneaker pawn shop in Harlem, NYC. 


What's a Tribe?

I came across this term listening to Author and Marketing guy, Seth Godin. According to Seth, a tribe is a group of people connected to one another connected to a leader connected to an idea. In other words, a tribe is made of dedicated people (audience, market, fans, consumers) who believe in an idea lead by you. Chase has created a physical space for a specific market to conduct transactions versus online with random meetups in public places. Sneaker lovers exist almost everywhere. By opening up a shop with seed money acquired from selling his own collection, Chase is fulfilling a need of a market that already exists. 


Increase in Numbers

Focus on those who are already interested in your product or services. Instead of trying to reach 1,000 people at one time, focus on satisfying the 10 loyal consumers you have now. Through strengthening the relationship you have with them, they become your marketing team and sales force through Word of Mouth based on personal experience. 


Don't Sell Me 

Like for Likes, GO FOLLOW @SOANDSO, and HUGE % signs are turn-offs for me. A quick rush of online clicks and sales may look good at first but authenticity is what makes lasting customer loyalty. Through building a tribe you have the opportunity to get to know consumers on multiple levels.


Build a tribe and they will come. 




More on Chase Reed's start up here.



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