Promoting products and services effectively attracts new customers when done right. Positioning your brand as part of a particular lifestyle drives even better results. That’s where lifestyle marketing comes into play.
It allows you to promote a way of life to elevate your products and services, and you can do this in many ways. Showcasing the lifestyle your brand lets people achieve. You can present an ideal for people to achieve once they purchase from you. Or you can show how your products improve a person's existing lifestyle.
If you want to get started with lifestyle marketing, here are some aspects of this type of marketing and ways to implement it.
The Different Lifestyle Marketing Avenues
Apply lifestyle marketing differently depending on what you want to achieve. You want to promote your product the way your customers will use and engage with it. Showcasing your product on a local TV station or talk show will associate your brand with the lifestyles they present. It allows you to borrow from their portrayed lifestyle as part of your promotion.
In addition to in-person TV appearances, launching a commercial illustrating a particular lifestyle through emotionally resonant dramatization associates your products with specific ways of living. Design your website or stores with your audience in mind to show your brand is credible beyond its advertising.
Retailers selling kitchen utensils might find a large segment of their audience consists of suburban families cooking large meals quickly and efficiently. They use lifestyle marketing to illustrate how their products make cooking for families easier than ever.
Understanding your audience lets you develop a strategy that resonates with them.
Benefits of Lifestyle Marketing
There are several key advantages of lifestyle marketing that can make it worth using for a wide variety of brands.
Increased Brand Awareness
People resonate with things that speak to what they know. Lifestyle marketing increases your brand's memorability when it reaches people who have a base knowledge of what your product does. This keeps your brand top-of-mind when your audience faces the issues your products solve.
Personalized branding establishes and maintains a stronger connection with consumers. People will positively associate your brand with their favorite platforms when you buy ad space from popular TV stations and networks, further boosting recognition.
More Personalized Connections with Audiences
General advertising campaigns appeal to people on a broad level. Lifestyle marketing gets very specific and personal with their branding, which resonates better with the audience they’re trying to reach. It shows how your products help solve pain points or heighten aspects of their personality that are specific to a particular segment of your audience. This shows how your products directly impact them and their lives. When you’re hyper-targeting people by location, you can specifically tailor marketing to their unique ways of life.
Share Content in a More Relaxed Manner
Lifestyle marketing is comparatively down to earth. Lifestyle marketing demonstrates how products fit into a customer's life to add value. It doesn’t rely on stylized ads or strategies and instead appeals to the joys of normal existence to demonstrate your brand’s ability to improve your customer’s lives. Sincerity is a core facet of lifestyle marketing because your customers need to feel that you understand them. Your products appeal to their interests while anticipating their future issues and concerns.
How to Know if Lifestyle Marketing Is the Right Fit
If you're not sure whether to use lifestyle marketing when choosing your strategy, there are some ways to determine if it's right for your business. Lifestyle marketing might be the right fit for you if:
- You have a consistent marketing plan that's already working. If you're happy with the results you're currently getting but want to find ways to further optimize your efforts, lifestyle marketing can be a great way to change things up. It will help you attract more sales from a certain high-value segment of your audience who might resonate with a personalized lifestyle marketing campaign.
- You don't feel overwhelmed. A good lifestyle marketing strategy requires sufficient planning and management. You need to be able to give it the attention it needs to ensure success.
- You have room in your budget to invest in another marketing strategy. If you're currently getting the kind of results you want from your existing campaigns and seeing decent to great ROI, you can comfortably spend more of your advertising budget on a complete lifestyle marketing campaign.
- Your brand can be better showcased when in action, or through more long-form content. Some products or services benefit from more hands-on demonstrations. Short 30-second commercials might not do them justice, instead, they could benefit from more long-form content. Lifestyle marketing can highlight them in segments that provide more information.
Resonate with Audiences and Drive More Sales with Lifestyle Marketing
Lifestyle marketing can be incredibly beneficial to your business if you’re able to continuously invest your efforts into it. It lets you speak directly to your audiences. With a successful lifestyle marketing strategy behind your brand, you'll be able to differentiate your business and establish a stronger long-term connection with consumers.