As a small business owner I was always challenged with finding new ways of reaching fellow handbag junkies who would buy my designs. In retrospect, I tried to boil the ocean and I didn’t reach my target at the right level. The primary goal was always to move units and recoup costs so I’d have funds to pump back into the business. At the end of the day, a lot of one-and-done customers didn’t do much to sustain my rapidly shrinking market share.
After some research, I determined my target audience consisted of fashion-forward females, aged 25 – 50 with discretionary income to spend. That is a pretty wide net to cast. As it happened, I was targeting a lot of different customer groups in that audience and there wasn’t much tying them together – moms, students, professionals, and even grandmothers. I didn’t connect with them on a deep enough level.
I sold a good number of units but I didn’t make the experience personal enough where the purchaser was really invested in the brand. Without that hook, it’s hard to get repeat sales. And let’s face it, that’s how you really sustain a business.
Getting a bunch of people to buy a handbag isn’t going to butter your bread forever. You need to build a customer fan base, a loyal following of people who will want to buy your latest and greatest and will tout your brand to anyone who’ll listen.
Here is where lifestyle marketing comes into play. Make it less about the product and more about the lifestyle qualities, shared activities and behaviors. Focus on the EXPERIENCE.
Maybe I could have reached my audience on a completely new level if I’d appealed to their OTHER interests – what kind of music they like, whether they love heels or flats, the type of cocktail they crave on a Friday night after a long week, their dream car, favorite book, hobby or actor, what color nail polish they prefer, if they like to wear false eyelashes. In creating a buyer “persona,” potential customers have more to relate to than just a pretty handbag. A focus on content that builds upon an experience will always carry more weight because the customer can see how the product will fit into their lives.
These are ways to connect, to really get to know your consumers on a more personal level. Because if you know your customer, you can create products more specific to their tastes and that’s how you convert a one-time buyer into a lifetime fan.