You may have had a profound and irreplaceable link with specific brands like Cadburys chocolate when you were a child. One of the reasons it reaches your top ten list is its flavor, and another acceptable one is the emotional connection you feel because of their advertisement. We’re sure you remember their gorilla drumming ad. It was not only intriguing, but it was also unlike any other sort of marketing. The ‘must-have’ product strategy is a thing of the past. Now, if you desire to stand out from the crowd, you have to create an aura around your products that fascinates your customers. This marketing method, known as lifestyle marketing, helps you instill a sense of trust and loyalty among your customers.
What is Lifestyle Marketing?
Your lifestyle is usually defined by your hobbies, views, qualities, and culture, distinguishing them from others. In addition, your way of life is influenced by geography, demographics, social standards, and spirituality. Lifestyle marketing is a type of marketing that focuses on certain lifestyles. Celebrating your audience’s desired life and becoming the adopted brand that assists them in achieving it is part of the lifestyle process.
Around 88% of the customers desire to be associated with a brand that helps them be environment friendly and more ethical. That is why most lifestyle firms use a more soft approach to ensure a warm welcome from their target audience.
Traditional marketing strategies enticed customers to purchase more goods from them. On the other hand, the modern world’s lifestyle marketing focuses on establishing an ideal lifestyle that its audience desires with the support of their brand. Take Nike and Adidas, for example, which encourage individuals to live a healthy lifestyle by wearing fashionable gear.
Key points that lifestyle marketing covers are as follows:
- Who is their target audience?
- What is the ideal lifestyle that they are seeking?
- What are the most effective ways to communicate their way of life?
- What kind of experiences will their brand provide?
What Are Some Effective Ways to Include Lifestyle Marketing in Your Business Strategy?
The basic concept behind lifestyle marketing is to integrate your brand into your customers’ daily lives, which you can do in a variety of ways:
Have a deep understanding of your target audience
Studies show that 86% of the customers are willing to pay more for a remarkable customer experience. Lifestyle marketing strategy is built on the same formula, which requires a deeper understanding of your customers. Research your target buyer persona’s lifestyle. Have a thorough understanding of their psychographics and demography. Do they have the skills and hobbies that will pique their interest in your product? Examine every information before establishing a close connection with them. You can conduct a survey to gain insight into your customers’ lives daily. You can find out their problems and then suggest ways to solve them.
Increase your brand engagement on social media
More than 50% of the world population is highly active on different social media platforms, making them a perfect tool to incorporate lifestyle marketing into your business strategy. Interact with your audience on a high level through social media platforms like Facebook, Instagram etc. and answer their concerns to earn their confidence and commitment. Hold events for your target population and use relevant hashtags to raise brand awareness. For example, in cooperation with the Golden Globe Awards, Loreal Paris launched the #WorthSaying campaign, which aimed to give women greater power and encourage them to speak up about issues that matter to them. This campaign received a lot of attention on social media sites like Twitter, and it was extensively shared by celebrities like Blake Lively and Jennifer Lopez.
Include demonstration in your marketing strategy
Product demonstration videos showing how your product works can be an excellent way to show the benefits your brand will offer them. There’s a good chance they don’t understand how your product would improve their lives and address their problems, so you’ll need to shed some light on the scenario. Please make an effort to explain the significance of your product in their lives in a fresh way. Humans are strongly attracted to images and videos; therefore, use visual examples to persuade people, just like Sephora does. For example, Sephora makes a makeup video of its goods that uses constant and bright lighting to demonstrate its products’ many colors and angles.
Advertise your brand on lifestyle TV stations
Even though most of your audience is busy on social media, promoting your brand on other digital channels is still equally important. TV is the second most profitable platform – after the Internet – when it comes to brand advertisement. Lifestyle tv is an excellent way to get your brand in front of a local audience. Collaborate with a media company to sponsor segments of your business on lifestyle television channels. All you have to do now is offer your product information politely and engagingly.
Create content that leaves an impact
In this area, out-of-the-box content that is easy to market is a fantastic source of guidance. Use forms like blogs, guides, reviews, and listicles to provide your audience with information about your company. Your written material must provide an opinion on a common belief that encourages users to buy from you. To build a stronger connection with your audience, make sure your campaign resonates with their emotions. Nike’s “Just Do It” campaign, which instilled a sense of cultural leadership in its audience, is the best example of this idea.
List of Some Successful Lifestyle Marketing Campaigns by Topmost International Brands
Mark & Spencer
With lifestyle marketing, the British multinational retailer has persuaded its consumers to experience a higher level of living by adding products like linen skirts and tops to their lives. It embodies their brand value while also catering to the evolving needs of their target audience. They tend to connect with their audience by providing fashion advice on their blogs and websites. Everything they do, from their product quality to their brand image, is geared at providing a memorable customer experience at all costs.
Marlboro, an American cigarette brand declared the most popular cigarette brand as per the 2017 sales data, came up with the ‘Mild as May’ campaign to attract their female audience. It used the image of a stylish woman smoking cigarettes in a very fashionable way.
The American motorbike brand has always tried to make an emotional connection with its customers. It is an iconic component of American culture, with its adventurous persona and loyal following. They provide a personalized experience to their clients while remaining true to their brand value. For example, it created a series of short movies where bikers from all over the world share moments from various walks of life as part of one of its campaigns titled “all for freedom and freedom for all.”
Without a question, the best example of lifestyle marketing is Red Bull. This energy drink not only stresses its taste or the amount of caffeine it contains, but it also embraces the energetic lifestyle that its target demographic desires. Through its Felix Baumgartner freefall from outer space film, this brand succeeded to catch the attention of all those who had never heard of its energy drink.
This natural skincare company represents many clients’ sustainable and environment friendly way of life. Its target consumers enjoy organic products and wish to incorporate such practices into their daily lives. As a result, they have provided some context in the lives of their clients in ‘Raise the Burt’s campaign,’ demonstrating how their goods have made a significant difference in its customers’ lives.
Dove was well aware that their consumer base included many women, from supermodels to everyday homemakers. As a result, they developed their Real Beauty campaign, which aimed to boost women’s self-esteem. The goal was to convey that all women are equally beautiful regardless of age or color.
Nike’s ‘Just do it’ campaign demonstrates that the brand is more than just about selling sports shoes; it also promotes the idea that everyone can become an athlete at any time in their lives. On Instagram, there are more than 16 million posts with the hashtag “Just do it,” It is one of the brands with the most user produced content (UGC) on social media platforms.
Apple products are no longer just gadgets; they have become a status symbol for many people. It is all because of their customer-centric approach where they offer a clean, ingenious and innovative technology environment to their customers. In addition, Apple wanted the Mac to represent empowerment, with the commercial presenting the Mac as a weapon for resisting conformity and establishing originality.
How Does Lifestyle Marketing Benefit Several Brands?
One of the goals of lifestyle marketing is to bridge the gap between low-cost and idealistic luxury. They mostly strive to reach out to middle-class communities and help them portray a successful image of themselves. Lifestyle marketing offers the following advantages to several brands:
Uses long-form episodes to popularize your product
In lifestyle marketing, long-form commercial videos allow you to give your target audience a much deeper understanding of your products and services. You can keep the segments for 2-4 minutes and establish a stronger relationship with your clients throughout that period. For the video to be successful, try to include as much information and humor as possible.
Strengthens your connection with your audience
By highlighting your business as a significant part of your audience’s lifestyle, you can engage with them on a creative and emotional level. Not only that, but when your audience finds it relevant to their lives, they get more involved with your company and become loyal customers who will always back you up.
Customers will envision the advantages of your product in their own lives.
By providing detailed information and benefits regarding your items, you can help your target audience visualize themselves using your product and have fantastic outcomes. They are more likely to buy from your company if they imagine themselves using your goods and experience the benefits.
Reaches a wider audience
The lifestyle component engages a larger share of the audience. As a result, by investing in lifestyle marketing methods, you can reach a bigger audience and broaden your brand’s reach.
Increases your brand’s creative reach
Lifestyle marketing allows you to interact with people from all cultures and backgrounds, allowing you to incorporate their positive qualities into your brand. In addition, you can incorporate facts that will appeal to your target audience and increase your sales.
Challenges That Various Brands Encounter on Their Way to Lifestyle Marketing
Soft selling is used in lifestyle marketing methods; instead of using a hard and fast methodology, they allude to their audience by creating a story about their business. Due to this gentle approach, numerous businesses have lost their focus at times. The whole goal of marketing is to sell, so if you’re not selling, it’s a waste of time.
Lifestyle marketing focuses on an overly broad lifestyle, raising competition in that sector. A cosmetic brand, for example, will face stiff competition from other cosmetic brands selling similar items. As a result, developing a lifestyle marketing approach that sets you apart from your competitors is critical.
Examples of Brand Campaigns Failing in Lifestyle Marketing
Levi’s ‘hotness comes in all shapes and sizes’ marketing campaign.
Levi’s tried to popularize its new Curve ID jeans using the marketing campaign, ‘hotness comes in all shapes and sizes, which was a great move to support body positivity. But the brand distracted from its tagline by using what others considered skinny models in their ad campaign.
Nike’s Oscar Pistorius ad
The double-amputee Oscar and other athletes were featured in motion in one of Nike’s marketing campaigns, with the narrator describing athletes’ bodies as weapons. ‘I am the bullet in the chamber,’ Pistorius later wrote as a caption. Because the same olympian was later charged with murder with a firearm, Nike’s ad campaign drew a lot of hatred.
Airbnb’s floating world campaign
Airbnb ran a ‘floating world’ campaign that featured an image of a house floating on the water’s surface. This commercial was not harmful, but the timing was. Unfortunately, the timing of this marketing effort coincided with Hurricane Harvey’s devastation of Houston, and hence it failed.
The main goal of lifestyle marketing is to promote your brand by embedding it into your target audience’s daily lives. Develop a thorough grasp of your customer before tailoring your campaign to their interests and abilities, allowing you to develop a strong bond with them. It’s a great method to get the word out about your company and reach a larger audience. This marketing tactic allows your audience to see themselves using your brand and experiencing the benefits of your goods.
By incorporating lifestyle marketing into your business, you can strengthen your relationship with your audience.