What’s the deal with Lifestyle Marketing? It’s a subject that is difficult to understand for some because it’s almost abstract. How can companies make money or increase their brand awareness with lifestyle marketing? WHAT IS LIFESTYLE MARKETING?
Let’s start by defining content marketing aka lifestyle marketing. Lifestyle marketing is a way to engage consumers with your brand through values and interests in common. A brand has an identity and so does your consumer, therefore the purpose of lifestyle marketing is to be FRIENDS with your consumer. Once you touch a person/consumer on a personal level, they are hooked. If your consumer understands your brand and shares your brand’s values and interests, they are more likely to spend their money on you… and essentially, that’s what we want.
Call to Action is a super commom practice in Marketing as the end goal no matter in what industry you are in, is to increase sales… BUT, a research conducted to analyze the marketing strategies of competitor brands NIKE & ADIDAS found the following:
The findings? Nike used more lifestyle content than Adidas. Sixty percent of Nike’s posts featured lifestyle content and its traditional call-to-action posts received an average of 993 shares a post. In contrast, only 32 percent of Adidas’ posts featured lifestyle content, with its traditional posts receiving an average of 122 shares each.What does this tell us?
Of course, call to action is important but the new generation, the one that is starting to have buying power and will be the future of our economy, does not really care about seeing a million call to action buttons because they are more interested in learning about the soul of the brand. Do they believe in the same things? Are they environmentally friendly? Are they socially conscious? Do they treat their employees with integrity? THESE are the things that matter now, the things that will turn a group of friends into your best customers or your worst enemy by syndicating negative messages about your company/brand on social media.
Make sure to invest some time in defining your brand. What is the personality of your brand? How can you talk to your consumers as a friend?
For more tips on how to create a brand identity, read here.