Incorporating Lifestyle into your marketing mix.
Consumers continually face multiple decisions with regard to product choice due to many competing products and such aspects as product attributes have been shown to be involved in the consumer decision process.
It is easier to market a brand when it incorporates everyday life. Consumers are known to choose a brand that is acceptable to the self image that they are trying to portray. Lifestyle marketing focuses on the interests, attitudes and opinions of a your audience.
When you incorporate lifestyle into your marketing mix, your brand successfully expands beyond its original product. For example, Nike used to be a product based company, focusing on making running shoes. But overtime, the brand has become associated with the athletics subculture.
This Coca-Cola “Brotherly Love” advert actually had me missing a brother I never had growing up. Lifestyle marketing focuses on evoking an emotional connection with its customers. Incorporating what happens in our everyday home into their marketing strategy, they were able to connect to the emotional side of their audience.
When you engage your audience in lifestyle, they tend to stay with your brand more. This consequently yields for your company customers who would go the extra mile advertising, communicating and even defending your brand.
Set to identify the unique persona that captures every detail about your target audience, including a wide range of their interests such as music preferences & hobbies. Use this data to build a style guide that encourages engagement and makes customers fall in love with your company.
Disney knows what its customers love – and that’s just what it gives to them. The entertainment media giant knows its customers values and is an extension of those values.
Your company brand doesn’t have to be fronted by a celebrity to make a big impact. Networking is a powerful factor in lifetime branding, and this can be achieved when your target audience see your brand as a part of their everyday life.
So put your energy into building a network amongst your audience.