Have you ever bought a product for the feeling it gives you more than for the actual product itself? If you answered yes, then you are far from alone. Since the earliest forms of consumer marketing people have tapped into the basic urge of individuals to commit to a specific lifestyle, and no matter what lifestyle that person chooses it will be intrinsically linked with specific brands and their products.
If you are looking to grow your business on social media then by focusing on ‘selling the dream’ before your products could be the way to go.
Selling the dream
The idea of selling the dream is one that has long been present in the History of marketing, both online and traditional. You only have to look at the TV Show ‘Madmen’ to get an insight into the lengths traditional advertisers would go to, when aiming to sell the customer on a dream rather than a product (even if the product itself is terrible).
Don Draper was onto something… we all want to be happy customers, but in the world of marketing, happiness is a resource that constantly needs topping up. You can sell a product once, but can you make multiple customers fall in love with your brand and the dream you promise forever?
Let’s take a look at some different ways Brands approach selling a lifestyle.
Camp Brand Goods – Elegant Product Placement
Self described producers of ‘Outdoor Adventure Apparel’ Camp Brand Goods are Instagram masters, hence why we highlighted them before in another post ‘5 Brands who are Nailing Instagram‘. They are fantastic at selling their followers and potential customers on a lifestyle over product.
Using elegantly subtle product placement CBG consistently position their products into environments that their customers yearn to be in, showcasing a lifestyle their customers would want to fulfill. It’s visual marketing at it’s best. You only have to look at the comments on their posts to see how such simple posts can produce a desire to purchase.
AirBnB – Storytelling
AirBnB sell the lifestyle you could be living inside their products, with millions of homes all over the planet they are able to tell the stories of these places and their surroundings.
This ingenious house was built entirely of local cedar and cypress. After a few minutes in its Sunset Room, you'll understand why it’s been nominated for the Frame Awards, which celebrate the world’s best interiors. But with the sun pouring in and the Yoshino River trickling by, the real winner is you. ⠀⠀⠀⠀⠀⠀⠀ Photo: @ndkwi89
Nike – Motivate and Inspire
Nike’s approach to marketing has always been to motivate and inspire their customers. If you want something bad enough you can achieve it, and maybe you can achieve it better with Nike by your side. Nothing highlights this more than this recent campaign they ran on instagram with the hashtag #airmovesyou. We’d recommend sound for this one.
The above video works to inspire a customer no matter their shape, size, creed, colour. If you have a level of commitment then you are part of the Nike family.
This inspiring message and reminder to be as great as you can be is seen throughout Nike’s social media message.
— Nike (@Nike) February 16, 2018
They can take extraordinary people like Roger Federer and Cristiano Ronaldo and remind their consumers that they are just normal people who pushed themselves to be extraordinary, so why can’t you do the same.
How to apply Lifestyle marketing to your own business?
Your starting point will be to decide what lifestyle best fits your products and how can you market that to your customers. It’s important you get this right early, deciding on a consistent and defined approach, if your marketing message is muddled then it won’t strike a chord with your customers.
Survey your customers
Find out where they like to go, what they like to do and what is important to them. This information should be enough to help you define the lifestyle that would most appeal to them, and create content accordingly.
Talk with them, not to them
Discuss topics that are important to your customers and touch on trends that will impact them. Taking a stance on world issues that are relevant to them and encouraging discussion of these issues.
Don’t exclusively promote your products
It’s vital that you don’t approach this method of marketing with the mentality that every post has to promote a product in some way. Give your audience value by publishing and not advertising.
Lifestyle marketing is about more than driving clicks and sales, it’s about promoting your brand, creating awareness and building an emotional relationship between you and your customers. Make your customers happy and they will remain loyal, and loyal customers will buy from you forever.