What exactly is lifestyle marketing? How does it help entrepreneurs understand their target audience better? Throughout life people are trying to gain insight into their life’s purpose. Learning new skills, trying new foods, and practicing new hobbies are all a part of the pursuit of living. Whether it’s for your professional or personal life the concept is the same. Each person is consuming information to figure out their why and to make decisions. You can study a person’s actions, observe patterns, and predict decisions. Science would call this making an educated hypothesis. A Hypothesis is a potential explanation for an observation. In business, we call this Lifestyle Marketing. 

The Textbook Definition: Lifestyle marketing is a process of establishing relationships between products offered in the market and targeted lifestyle groups. Lifestyle is an integrated system of a person’s attitudes, values, interests, opinions, and behavior (Sathish, D. & Rajamohan, Dr. A p.152).  

In reality people become predictable by the choices they make and the company they keep. We are all products of our environment. This same concept is applied to consumers and the study of their behaviors.

Consumer lifestyle is the sum of interaction with their environment 

( Anandarajan, S. Dr.. & P. Arunadevi, p.202 ).

One must first understand consumer behavior is a cognitive process of purchase patterns. This can be complex. Focusing in on buyers decisions, gives marketers insight on how to target consumers. 

🎯Target Audience

How does targeting an audience affect lifestyle marketing? 

That’s easy, by the “graphics”… Demographic, Psychographic, and Geographic. 

Demographics help marketers understand the population (i.e. age, race, gender, income level, or education). 

Psychographics help marketers understand consumers “why” (i.e. character, motives, and hobbies that affect purchases).

Geographics help marketers understand where consumers are located (i.e. city, county, area, zip code). All three “graphics” help you gain understanding on consumer’s lifestyles and how to target audiences. 

Entrepreneurs who use “graphics” to evaluate their target audience can niche their services to meet the needs of their current and potential customer’s lifestyle.    

Marketing Moment: 

Background: (job, industries, family) 

1. For profit clients 
2. Various: authors, personal trainers, hair vendors, personal organizers, moms turning their passion into new business.  
3. Married and single 

Demographic: (Gender, Age, Income, Location)

1. Majority female clients 
2. Ages Range: 25 – 45ish
3. Louisiana, Texas, California (most popular states)

Identifies: (Communication preference) Text, email, phone calls, and prefer 1 on 1 coaching

Goals: (Primary Goals) Need to legally establish their business, Start creating business essentials to grow their brand

Challenges: (Primary Goals) Client is overwhelmed with information and don’t know where to start 

What Can We Do: (to create client solutions) Give “how to” steps to establish your #startup

Pop Quiz

Question: What did I just describe? Answer: McCoy Marketing Solutions lifestyle practices of Pearl Plan: Small Business/ Starter Level clients. This information is in the Buyers Persona I discuss below. Need Help? Book an appointment today! Contact Us here.

What does the ideal customer look like? HubSpot uses a method called Buyers Persona to understand potential customers in the sales process. This persona creates fictional characters to understand the behaviors, values, and lifestyle practices of your ideal customer. Why is this important to business owners? How will this help them? 

1. Gaining insight to predict decisions on potential clients  
2. Customize content and products/services
3. Marketing research  

Creating surveys, conducting questions, & answer sessions, and administering focus groups all give feedback on ideal customers. It is wise to conduct marketing research and understand lifestyle practice. This way you can properly market your target audience. 

Conclusion 

        As a Business Marketing Coach, I combine marketing and ministry topics to target faith based business owners. Who appreciate my church humor and colloquialism (+) trust my expertise in marketing. People do business with who they like and trust. My goal is to earn both. McCoy Marketing Solutions’ target audience has a need to start a business, establish a solid marketing foundation, and launch social media (Pearl Plan). Expand its reach with email marketing and events (Ruby Plan). Then, the ultimate package travel, public relations, and speaking engagements (Diamond Plan). Pearl (+) Ruby = Diamond. Each marketing plan builds in sequential order to advance to the next level. All plans create, execute, and measure your company’s goals.

Added Bonus: Our audience understands the value of biblical principles and business marketing concepts works best without excluding one or the other. We include God’s Plan and your God given gifts to understand the lifestyle marketing practices of our clients and potential clients. Happy Marketing Monday! 

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References

Anandarajan, S. Dr. & P. Arunadevi, “Consumer behavior towards lifestyle marketing.” Asia Pacific Journal of Research, Vol: 2. Issue XXXVII, March 2016, ISSN: 2320-5504, E-ISSN-2347-4793, pp. 202- 207. https://apjor.com/downloads/1104201640.pdf

Sathish, D. & Rajamohan, Dr. A, “Consumer Behavior and Lifestyle Marketing.” International Journal of Marketing, Financial Services & Management Research, Vol.1 Issue 10, October 2012, ISSN 2277 3622, pp.152-166. http://indianresearchjournals.com/ pdf/IJMFSMR/2012/October/13.pdf