It's easy to say your product or service is exactly what consumers need, but in most cases, actions speak louder than words. Lifestyle marketing takes those consumer needs and positions your product as both a solution to their problems that reinforces their ideal way of living. It embodies your target audience’s values to become the preferred solution for whatever purpose it serves, whether it’s healthy living, adventure, or luxury.
Take Nike, for instance. They may have started just selling shoes, but they're now known as an industry giant in all things athletic and healthy living. They encourage and empower everyone's inner athletic potential. Athletic success is crucially tied to their brand because they've made their brand a way of life rather than just a product. However, lifestyle marketing isn’t only for big corporations like Nike. It can heighten your products and services as you develop your brand and grow a dedicated customer following.
Here are some of the top tips for a successful lifestyle marketing strategy to get you started.
How You Can Benefit from Lifestyle Marketing
Lifestyle marketing creatively promotes your products without directly advertising. It shows your products in use, so customers see how you'll improve their lives rather than just hearing or reading about it in an ad. Using it as part of an integrated, multi-platform mix of marketing tactics further heightens your success.
To name a few, you can benefit from:
- Brand loyalty — 56% of consumers stay loyal to brands that understand them, while 89% of customers are loyal to those with shared values.
- More brand awareness — Deliver tailored content alongside already established brands.
- More authentic promotions — When consumers see you consistently staying true to yourself, they're more inclined to find your promotions are authentic. Brand authenticity is important because around 86% of consumers decide what brands they like and support based on authenticity.
How To Succeed With Lifestyle Marketing
Succeeding with lifestyle marketing starts with a thorough understanding of your consumers and how to speak their language when communicating with them. That means finding and collecting data that provides you with more knowledge of your target audience and then using it to customize your interactions with customers to make them more authentic and less 'salesy' or robotic.
Getting to know your customers and speaking to them in a friendly, direct way is essential to any marketing strategy, especially in lifestyle marketing. You can't persuade a whole population segment that your brand is a lifestyle choice without appealing to them on a deeper level. Knowing them allows you to communicate on a human level. That transparency resonates with people.
Sponsor Segments on Local Lifestyle Shows
Segments reach a broad audience, giving you or someone on the show the opportunity to demonstrate what your product does for your customers. It brings more value to what you're offering by ensuring current and potential customers know how to use your product properly and to its full potential.
Sponsoring segments builds trust with your customers by showing your product works rather than having them rely on your word alone. Bringing your product on air introduces it to new audiences and showcases your brand uniquely. It validates your business in the eyes of potential customers by showing your expertise to a broad audience.
FOX’s Morning News at 10 runs lifestyle segments within their news programs so they’re not lost within infotainment and advertorial segments. This not only increases the likelihood of viewership and engagement but also creates validation in the eyes of the community and potential consumers. Each segment is 4 to 6 minutes long and allows you to educate and engage your community, explaining complex information in a digestible format.
Demonstrate Your Product on Other Channels
Other available options that will achieve similar effects include advertising on specific websites or taking advantage of print publications. Finding the right mix of all channels for your brand will put your brand in the spotlight and instill more recall and recognition. Which channels and the ideal amount of promotion depends on your brand goals.
Either way, specific topics appeal to certain lifestyles. Keep that in mind when deciding where and how to showcase your product to your target audience.
For example, if you're selling a cooking utensil, your product's ideal channel would be on a morning show cooking segment or print publication with recipes and cooking tips. The key is to stick to your segment style while maintaining a presence in several formats, like a show, website, or print, to reach as much of your target audience as possible the way they prefer to consume content.
Don't Neglect Social Media
One of the biggest mistakes you can make is to neglect social media when executing your lifestyle marketing campaign. Over 3.6 billion people use social media worldwide right now, and that’s forecasted to increase to almost 4.41 billion in 2025. It's an opportunity you don't want to miss.
You can capitalize on segments by promoting them on social media to raise brand awareness and recognition. The beauty of social media is you can go viral at any minute or, at the very least, have fans share it with their friends and family to give them a chance to interact with customers on a more personal level.
Take your posts to the next level using a call to action to encourage users to take action and help drive viewer engagement. Otherwise, you run the risk that they may not know your post's purpose and move on to the next one.
Tie it All Together
Lifestyle marketing communicates your product benefits better than ads alone because it ties your products as a way of life rather than just something to use. It pays special attention to the relationship current, and potential customers have with your brand rather than leaving it at sales. It begins with knowing your audience, demonstrating your product, and using social media.
Tie it all together and start benefiting immediately from a well-laid out plan and a successful lifestyle marketing strategy. If this seems like a daunting undertaking, you can work with a media partner to get the best results with a lot less hassle.