Lifestyle marketing is a marketing approach that places your brand alongside the lifestyle traits that appeal to your target audience. Through print ads, magazine cover wraps, and integrated segments in lifestyle programming, it showcases how your products or services can enhance the lives of your potential customers while establishing brand-building relationships.
Not only is this effective for large corporations like Apple and Nike, but lifestyle marketing can benefit small businesses as well. If you are looking for a new and positive way to advertise that resonates with consumers, lifestyle marketing may be the perfect strategy for your brand.
The Benefits of Lifestyle Marketing
Lifestyle marketing is a more relaxed way to present content than other forms of marketing, and it allows you to connect with your audience on a more personal level. Highlighting your brand as one that is sensitive to the needs of consumers shows that you have a place in the lifestyles they aspire.
When you utilize lifestyle marketing, you establish your brand as a means to an end. You help consumers to feel good about themselves and the choices they make. Your business becomes a commodity they don't want to live without because they can relate to it, and it shares in their goals.
An excellent example of this is the iPhone. This smartphone is among the most expensive and may not have more capabilities than others. Still, consumers wait in line for the latest version as it identifies them as part of a particular group. Lifestyle marketing can do this for your business. It can turn your brand into a household name that is necessary for keeping up a desired lifestyle.
Lifestyle Marketing Tips for Small Businesses
There are numerous ways that small businesses can take part in lifestyle marketing. One or several can expose your brand to like-minded consumers and establish it as a lifestyle influencer.
Sponsor Lifestyle Programming Segments on Local TV Stations
Your local TV station probably airs at least one lifestyle program. By sponsoring segments that resonate with your target audience, you can showcase your brand as one that aligns with the lifestyle of the audience you want to reach.
Meredith Nashville's lifestyle marketing show, Today in Nashville, airs Monday through Friday at 11 A.M. on WSMV Channel 4. This 30-minute program highlights the people, businesses, events, food, and music that make Nashville a great city. Your brand can be highlighted in pre-produced segments that run during the show to expand your reach throughout Tennessee. This puts your business in the company of others proud to call this region of the country home.
Take Out Print Ads
Print ads continue to be a popular and effective form of advertising. Ad placement in a regional lifestyle publication is a great way to showcase your brand in a magazine the appeals to a particular audience.
For example, The Magnolia Journal with Chip and Joanna Gaines is a quarterly journal published by Meredith that offers fresh inspiration for life and the home on a seasonal basis. A full-page ad in this medium would give your home interior business exposure to an audience of 6.6 million who just may be looking to spruce up their homes. It would introduce your gardening center to buyers who want to turn their yards into oases.
Leverage Social Media
When you advertise your brand during a lifestyle program, you gain access to the show's social media following. Again, Today in Nashville adds segments from the show onto its Facebook page. This gives consumers the ability to reference your content in the future. It also puts your business on the radar of those who use social media as their preferred method for receiving information.
By leveraging social media in your lifestyle marketing strategy, you can control your share of the market.
Lifestyle Marketing Can Make a Difference
Brands that employ lifestyle marketing understand their customers' lifestyles and share the values and behaviors that motivate them. As a result, a relationship of trust and loyalty that leads to conversion is built. When you choose lifestyle marketing to advertise your small business, your brand is seen as one that can be counted on to help consumers keep up with the trends.
To incorporate lifestyle marketing into your plan, contact your media partner about opportunities. Whether you choose to sponsor a segment in lifestyle programming, like Today in Nashville, or opt for an ad in an iconic magazine such as Southern Living or People, this creative way to advertise will highlight your brand in a different and beneficial light.