When you close your eyes and think of your go-to brand, you may be thinking of that sports brand whose shoes you consistently fall in love with, or perhaps it’s that fashion brand whose designs you’ve bought since secondary school. Whatever the brand, it’s likely your enthusiasm for it is, at least in part, the result of a subconscious connection created by lifestyle marketing. It will, of course, also be about the utility of the product to you, but a strong influence will also be the lifestyle, feelings and inspiration that the brand communicates to you. As a marketer, this is the sort of loyalty you want to inspire in your customers and carefully nurture.
Lifestyle marketing supports strategic positioning in a way that showcases brand values and aesthetics to your key audiences. It typically allows for longer-form advertisements that speak to the client in a much more meaningful way than the typical short-form social media posting ad, giving your audience a more in-depth look at what you have to offer – therein helping to create a stronger connection between the brand and consumer. As a result, it has the ability to increase consumer engagement and reach.
If the lifestyle ads employed take a long-form format, there exists ample opportunity to fully inform the consumer about your brand values and vision, along with communicating additional information that will appeal to your target audience and improve both the desirability of the product and the brand.
Fresh ideas and more creativity
The ability to create longer-form ads allows for a more creative approach to the ad-making process, allowing you to use a wider variety of methods in crafting your campaign, paving the way for new, innovative promotions and marketing strategies. Adopting a multi-tier, multi-media approach can also ensure your target consumer is the recipient of multiple brand touchpoints over the life of a campaign. This also means that individual ‘divers’ or brand messages can be delivered within each ad, which, when taken collectively, convey the complete brand or product story.
By stepping outside and into the shoes of a target client or customer, lifestyle marketing allows for a much more tailored experience between the brand and individual. By adopting the mindset of potential consumers, brands can create a campaign that strikes a connection with the customer much more immediately and forcefully. Brands always need to keep current, be remembered for why they appeal and what want or need they fulfill. As a result, companies can encourage returning conversions through their marketing techniques and enhance those strong subconscious connections.
Getting people involved
One of the biggest perks of lifestyle brands is their innate ability to create a community of individuals who share the same interest in a brand and its products.
For instance, our new lifestyle client Footasylum successfully creates a community with its customers around the shoes it sells and from the companies, they choose to promote.
Another is physically connecting with your audience through the products, by use of physical events and the creation of special experiences for consumers. As we move into the new experience fuelled economy, creating memorable events such as these is a great way to improve brand affinity within the target market.
A master of this is another new client of ours, Monster Energy, owners of Reign Total Body Fuel. They’re experts at messaging and delivering exclusive experiences through content within their marketing strategies, covering gaming, sports, esports and music.
Display the product or work
One of the best chances to succeed in lifestyle marketing is by utilising features across a popular lifestyle segment. This way, you and your brand can engage with high-profile individuals while teaching consumers about your products to make them more engaging. The power of lifestyle marketing is encompassed by the ability to impact consumers’ way of life, with the overall goal to change the target demographics’ buying habits and behaviour in both the short and long term.
People can envisage using your company
To get individuals emotionally involved with your brand, you first need to show them how your business can impact their life. The goal of lifestyle marketing is to, simply put, change how consumers see your product forever and make them see your product as something that will better their lives. To do so, you first must show them evidence as to how this can be achieved. With stylistic advertisements, powerful words, and individualistic captions, you can paint a picture of how your brand can add value to potential consumers’ lives and get them excited at the prospect of using your product. As they fantasize about using it themselves, they’ll be more likely to see the benefits of your company, which will make them far more inclined to engage with your brand and start a meaningful dialogue.