Lifestyle Marketing

Some of the research that has been done gives us a lot of information on the values of today’s society. What we’re referring to is a lifestyle in which there is more to do and generally less time in which to accomplish it. There’s more to spend money on so there’s less disposable income. Quite often there’s just one parent instead of the traditional two parents. Safety and security is important. Quality and value are more important than ever. People are willing to pay more for desired quality. People are also willing to withdraw from the unnecessary and focus on essential stuff. Convenience is extremely important. Consumers are having a love affair with technology.

The 90’s have been characterized as the “Decade of Decency” and such trends have been projected as cocooning and burrowing (staying at home), socializing with similarly-minded people in smaller groups, backpacking, 4-wheel drive vehicles, anti-rich, anti-big, anti-professional backlash has been happening.

Dumping the corporate grind for small-town quality life. Self-service niche-type products and services and self-indulgences such as fresh flowers and Godiva chocolates. Adults are acting like teenagers. Golden Oldies now appeal to the youngsters as well as the 40’s crowd. Fitness buffs are on a super quest for health. Vigilante consumers who read the labels, protest and boycott. People want it now. People are becoming socially responsible.

If you use these items in your marketing, given this new lifestyle, and you wish to sell these people who make up this new lifestyle, you need to be prepared to target your marketing efforts toward these segments.

Some of the characteristics you need to address are making your business products and services appear to be necessary when this market is withdrawing from the unnecessary. You need to compete for the potential customer’s time and attention when they’re already over scheduled and subjected to too much stimulation.

You need to communicate the legitimate quality of your product and services in a world where every business seems to make the same claim of quality and reliability. You need to target those individuals who have an interest in your business as products and services and they have the money to spend on them. You do this with target marketing.

Two very critical strategies for this marketing mission include the correct identification of your USA (Unique Selling Advantage) and test marketing every phase of your business and marketing plan, and your product and service development.

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