Most consumers, especially younger consumers, are more interested in purchasing from companies they have an attachment to over the product or service they're purchasing.
When customers feel connected to brands, 57% increase their spending with that brand, and 76% will buy from them over a competitor. Furthermore, the top 3 things consumers expect from brands nowadays are to be positive contributors to society (72%), connect with their consumers (64%), and use their power to help people (64%).
Implementing a lifestyle marketing strategy can help develop that connection as long as it's appropriately conducted. Here are all the do's and don'ts of lifestyle marketing tips you'll need to know.
Define Your Market, Don't Just Guess
It's crucial with lifestyle marketing to make yourself a representative of your audience, but if you don't know who your audience is, you'll end up wasting money. Your messaging won't reach or resonate with the right group if it isn't relevant to your target audience, making it essential that you research and segment your demographics based on their age, location, and interests.
To identify your market, try following these three steps:
- Find the 'why' — Determine why your customers are interested in your product or service and how its features benefit their lives.
- Market segmentation — Break your overall target market down into segments of characteristics, such as age, location, or interests, to better advertise and market your offers to fit their specific wants and needs.
- Market research — You can do this by collecting a good mix of free or affordable data available to you, such as from the Statistical Abstract of the United States, United States Census, Data for American States, or the County and City book, and paid data from other companies, such as research companies or by partnering with a relevant company to share data.
Use Your Audience's Channels, Don't Just Use the Channels You Use
You cannot appeal to your customer's lifestyles without knowing which channels they view or use to communicate. You need to determine what channels to use instead of relying only on the channels you are on. The channels you prefer do not accurately represent your audience. What appeals to you doesn't necessarily appeal to your audience, and there's a good chance that your audience isn't on the same channels as you (if you haven't done your research, that is).
Think of it this way:
You're hosting a lifestyle segment on a local talk show and need to reach viewers interested in your products. Knowing your audience and their preferred channels will help you reach a local demographic that is already tuned in and engaged. Therefore, they are more open to hearing about your offer and hopefully ready to purchase after.
On the other hand, if you're on the wrong channel — it doesn't matter what you're offering or even saying because the audience isn't interested in your products, and the ones that are, aren't watching this channel.
Position For Your Audience's Lifestyle, Not Just Any Lifestyle
Sure, now you know what channels they're on, but you also need to appeal to their lifestyle and make your product or service more beneficial to their wants and needs. To do this, you will need to determine what kind of lifestyle your audience lives so that you can demonstrate how your products fit into their lifestyles and come up with other uses to further their usefulness.
For instance, you'll want to implement relevant brand positioning strategies that match these new revelations — inherently improving consumer loyalty among your audience and increasing the number of repeat customers your brand receives.
The top 3 brand positioning strategies to boost customer loyalty include:
- Customer service positioning — improve your customer service, and you'll have an array of customers ready to be loyal to your brand. Ninety percent of Americans use customer service as a factor in deciding whether to do business with a company, and 58% of American consumers will switch companies because of poor customer service.
- Industry expert positioning — establishing your brand as an expert in your field is another way to build trust and boost loyalty. Consumers instantly feel more assured that your brand and products know how to resolve their problems. This trust is vital since more than 81% of consumers say they need to trust a brand to buy from them.
- Product quality positioning — when your product quality is high, but you're not communicating that to your audience, you'll miss out on quite a few loyal customers. Sure, consumers prioritize brand connections, but a great product is still a competitive advantage you will want to position your brand in front of (that is, if it is truly better than the competition — don't make promises you can't keep).
Implement a Lifestyle Strategy
Lifestyle marketing helps expand your business, especially when you pay special attention to your target audience. Focusing on its smaller segmentations, the channels your audience is already on and engaged with, then positioning your brand in front of your audience's lifestyle makes it resonate with your audience. Your brand becomes more representative of the people who find it most useful. Make sure you resonate with the right people and don't waste advertising or money on ones who aren't likely to make purchases or care anyway.
The truth is, lifestyle marketing is a valuable marketing tool if it's done properly. Fortunately, you don't have to go into it alone if you don't want to. Working with a media partner can be very helpful in ensuring you're doing it correctly and your strategy is effective, so you can rest assured you're getting the most out of these lifestyle marketing tips.