The lifestyle marketing approach uses strategic decision making and actions that focus on aligning a brand’s identity and values with those of its target audience. You don’t focus on pushing products that people want or need. Instead, it focuses on the entire customer lifetime and creating a sense of trust in what you have to offer. Your brand becomes part of their daily lives, special occasions, and even their very identity.
Although every demographic responds to unique marketing tactics, those with a focus on lifestyle generally cater to people interested in luxury goods and exclusive experiences. They make decisions not based on low prices or availability, but instead on emotional connections to the company, a sense of loyalty developed over time, and the exclusivity of the products themselves.
As a retailer, understanding the whys and hows of developing the right lifestyle marketing strategy can lead to considerable short- and long-term success.
Lifestyle marketing focuses on image and impressions
Top brands become iconic not because they provide the best or most interesting products. They claim these coveted spots because of the strong connection they form with their target audience. These things exist on a deeper level than, ‘Hey, I got a great deal on this shirt.’ Consumers who spend more money want quality, of course, but they also want to know their expenditures align with their sense of self.
A well-positioned brand becomes an integral part of their loyal shoppers’ lives and identities. They focus on the image that wearing or displaying an item from that brand creates. By understanding interests, values, and behaviors, your company can craft marketing campaigns that reach them on a deeper level.
Finding this deeper meaning takes data
Use technology to collect data in a variety of ways for best results. Everything from inventory and sales tracking to customer feedback on social media matters. Examine the entire customer experience to gain deep understanding into what works and what doesn’t. Make sure your brand values and mission align with what your shoppers want to feel.
When possible, look at the comments from potential customers, too. If someone on social media is dreaming about buying a branded product or something you exclusively offer, it helps you create the type of marketing that turns that dream into a sale. With lifestyle marketing, you offer them belonging and an image that resonates with their emotional desires and self-worth.
Creating the right image takes a more personalized experience
Not everyone in your company’s target markets think, feel, or act the same. Even when you segment consumers into separate marketing lists, it’s not enough to create that feeling of exclusivity and personal connection on an emotional level. This may take a wide range of marketing methods: social media, email newsletters, SMS text messages, loyalty programs, influencer marketing, and brand storytelling.
How do you sell a lifestyle to a new customer or reinforce the belief that your brand continuously delivers the right connection with customers that will stand the test of time?
Storytelling techniques incorporated into a marketing campaign show shoppers what they will get out of their interaction with you. Use compelling visuals, relatable characters from their demographics, authentic narratives, and emotional triggers to catch their attention. The goal is to make them identify with what your brand is and who the people who prefer your brand are.
Why lifestyle marketing efforts matter to retailers
So what is the goal of lifestyle marketing? When done well, it can actually accomplish several things:
- Make customers feel special, cared for, and catered to
- Provide them with exceptional products and services
- Focus on customer satisfaction as more than a one-time thing
- Build stronger relationships that lead to loyal customers for life
These things should resonate with any high-quality brand who wants to improve their relationship with customers, their overall industry reputation, and their sales figures. It matters because it gets results from the type of people already interested in luxury goods like fashion, jewelry, home décor, and services that cater to a particular demographic.
Examples of lifestyle marketing at each stage of the customer journey
Although your segmentation may look different than this, these customer journey stages represent the classic sales funnel that aligns with most strategic efforts. Lifestyle marketing works from start to the final stage where you have created a lifelong brand fan.
Brand Awareness: The earliest marketing strategies focus on displaying your brand values and identity. Do you stand for sustainability, active lifestyles, adventure, or luxurious fashion? Content marketing with storytelling works well for this stage.
Consideration Stage: People hunting for a specific image or lifestyle want social proof and reactions. Influencer marketing can help here. Educational information at community events or even online webinars or classes can showcase your brand’s attention to customer service beyond the sale.
Decision-Making Stage: Interactivity and personalization reign supreme at this point. Point out positive customer testimonials and reviews to make shoppers feel like they would be with the popular crowd if they made the purchase. Give them a unique experience of trying on quality fashion at home with augmented reality systems. This promotes an ‘anything for you’ feeling.
The Purchase: The consumer decided to buy something, completed the purchase, and received appropriate follow-up care. So what’s next? Retention. Here’s the best time to make product recommendations based on their past purchase, or even offer guidance in anything from using new tech gadgets to decorating their home with your items.
Advocacy Stage: This is the lifelong brand advocate stage. People who reach this point no longer need that many marketing messages to keep them engaged. However, don’t ignore them. Lifestyle marketing can include invitations for user-generated content on social media or contests related to products sold. Loyalty programs with a particular focus on image or influence are also effective.
Conclusion
Lifestyle marketing is a great way to show customers that you’re more than just a brand. You can be a part of what makes them who they are.
Retail companies that want to create that deep level connection and loyalty with their target consumer group need a high-quality, comprehensive CRM platform on their side. Clientbook is a great tool to help you collect and analyze customer data, communicate with them effectively, and deliver the type of personalized attention that lifestyle-focused shoppers want.
If you’re ready to see how Clientbook can help you improve your customer marketing and experiences, book a demo today.
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