Blog, SEO and Digital Marketing

Lifestyle Marketing: Selling Lifestyle Not the Products

The lifestyle is the way of life of an individual, group or community and it does not only include the style of life but also perception, attitude, behavioural inclination, identity etc. 

The lifestyle brand is the brand that incorporates values and aspirations of people or group that they can identity as their own.

The lifestyle products are the products that consumers believe can fortify their image or self realization of who they are. The lifestyle brands hit on the emotional and psychological chords of consumers to market their lifestyle products.

So, what exactly is lifestyle marketing?

What is lifestyle marketing?

When you look at the advertorials of Harley Davidson, what kind of impression do you get? Well, Harley Davidson portrays adventure, freedom, carefree life. How could Harley Davidson, just a bike become a symbol of adventure, freedom, carefree life for people around the world? The answer is Harley Davidson marketed adventure, freedom, carefree life and not the bike itself.

Let’s take another example. Dove is a toiletry and cosmetic brand with a range of products like soap, shampoo, hair conditioner etc. Dove uses real women in its ad campaigns in the form of experiments. By using women from everyday life, Dove has successfully hit the chord of common women. Unlike other brands that use celebrities to endorse their brands, Dove ambassadors are common women. A lot of people understand celebrities are plastic beauty. Dove has been able to cash on this idea of real beauty by endorsing its products using common women.

The lifestyle marketing does not center on the product. It does not endorse products as having this and that benefit, it rather focus on the kind of life the target consumers want. By using psychographics in their marketing campaign, lifestyle brands promote their products as something that will help the consumer redefine or enhance his/her identity. Lifestyle marketing centers on the thought that by using this product, the consumer will be able to live a kind of life they always wanted.

How is lifestyle marketing done?

The lifestyle marketing focuses on two basic things, one interest, perception, attitude, behavioural inclination of the consumer; two, the content that will attract consumers (marketing materials).

Keeping customers’ interests and their day-to-day life in mind, the lifestyle brands create content that are related to the consumers, the kind of content that consumers can identity and associate. The lifestyle marketing does not necessarily sell a product or a service directly, it rather creates content that portrays the lifestyle that the consumers want.

The lifestyle marketing focuses less on features and benefits of the product, and more on the content that talks about the experience and lifestyle that actually matter to the customers.

Let’s take an example of Red Bull. There are a lot of energy drinks like Red Bull, however, Red Bull is the brand that the mass recognizes. Red Bull has been able to capture the mass through lifestyle marketing campaigns that portrays adrenaline rush (their marketing campaign clearly says Red Bull gives you wings). Red Bull promotes adventure, fun, and risk-taking behaviour through its content.

Conclusion: Why is lifestyle content important?

There was a time when marketing campaign specifically focused on the features and benefits of the product. However, these days, instead of selling a product by highlighting features and benefits, lifestyle brands use lifestyle content to market the products. Lifestyle brands create content that promotes the kind of life the consumers actually want. The content portraits aesthetics, ideals, and aspirations of the target audience.

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  1. LISA B. MELENDRES says:

    One of the marketing technique that would be very catchy to the user is if we include the lifestyle of the users. It would be very effective and the users will patronize it.

  2. Jimmygordora says:

    Now i already know how to get started with a date, first i will ask the basic information such as her/his name then second i will ask what she does on her work then i will ask her favorite place or favorite thing to do and i will ask her what are her interest and we will share our thoutghs and idea together.

  3. Lucy López says:

    That philosophy of selling lifestyle and not the product I think began from the sale of the first product in the world since that term includes interests, values, tastes, affinities and feelings that generate well-being when purchasing any product and as that is what What you are looking for then what you are trying to sell is that in order to maintain or elevate your lifestyle you must acquire x product but not in itself but for that style of which we speak.

  4. Simsa says:

    Actually in marketing in today’s context, there is high competition for sale of products but this aricle changed the view as it helps to know the core of the product based on lifestyle of people .

  5. Eduardo says:

    Es un enfoque interesante y, seguro, más motivador porque incursiona en tus valores y de cómo quieres posicionarte en tu entorno. Lo veo mejor que mostrar únicamente beneficios de producto

  6. fatih deniz says:

    I think, the lifestyle marketing is a marketing technique where a product is branded and marketed such that it’s perceived to possess ideals, and aspirations that the targeted audiences identify with and revolve around an ideology that gives meaning and purpose to why it exists.

  7. deepan rockstar says:

    So, for all of you thinking of naming a new brand, remember that there is no silver bullet. In fact, there is no way to even predict if a name will do well or not. It’s a leap of faith that will have to be built over time to register in people’s hearts and minds. Avoid over-rationalising. Go with your gut. If the brand succeeds, no one will think twice about the name. thanks for this article this is very helpful for me keep post like this.

  8. Interesting, it is true, marketing has found a more convincing way to market for the public of the community, that we are almost all, I’m glad that this page highlights it, yes gentlemen! Here we have another way to position products.

  9. Shahniaz Abir says:

    people must receive information about from social connections to this website They don’t trust ads but their friends and influencers they follow on Facebook .As a marketer, you need to be honest and hard about your business; and thats whats happening here, This website owners are trying do their best to communicate with the Facebook audience so they could get what they really deserve ! Just Loved The Work You Guys Doing !

  10. Ashish Bajaj says:

    This Site show the characteristics of the life style . It really shows the abilty to do something in human life .
    Not the sale of the product they sale out the professional skills to develop the body.Really Best article about lifestyle. Loved it. Its very informative article to know Lifestyle Marketing.
    Thanks for this amazing article.

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