Lifestyle marketing is one of the most popular and tried-and-true methods of marketing. Instead of selling solely a product to customers, it sells the entire lifestyle around it. This method of marketing targets potential customers who are currently living in that specific lifestyle or who aspire to live that way.
Why Lifestyle Marketing?
First, the younger generations that are now becoming adults and joining the workforce are more focused on experiences rather than only products. They’re always looking for cool new things to do, so if you associate your brand with certain activities, these potential customers will be more inclined to buy from you rather than your competitor.
Next, it contextualizes your brand. If you align your brand with a specific lifestyle, potential customers have something to associate your brand with. It’s also a great jumping off point for brands that are new or revamping their style to build and cement its identity and its message into customers’ minds.
Finally, it sets your brand apart from others. This is especially true if you focus and capitalize on what sets your brand apart from others. Is your brand environmentally friendly? Is it easily accessible? Is it particularly affordable? Focus on that and bring it into your advertising; promote this kind of lifestyle for the customer’s everyday life, even outside of your brand.
How do you Market a Lifestyle?
As always, research your competitors and look at what they are doing, even if they don’t use this marketing method. What are they doing that works? That doesn’t work? Use this information to influence your marketing decisions and to set your brand apart from them.
Then decide what lifestyle you want your ideal customers to have and then design your branding and advertisements around maintaining this lifestyle. In your advertisements, show people using your product in the context of the lifestyle that you’ve built around your product.
Once you’ve established your brand and its subsequent lifestyle, stay consistent. Continue advocating towards this lifestyle in your social media and blog posts. Give readers tips and tricks to better live this lifestyle, and post interviews or other examples of people who are currently living this lifestyle. This will draw in people who are interested in this type of lifestyle and make them much more likely to buy your product.