Page 52 - Marketing the Basics 2nd

44 Marketing: the Basics
LifesTyLe
Dividing buyers according to lifestyle reveals the daily activities of a particular group. How the segment lives will affect the types of products they consume. For example, those who are savvy with technology will often be the first to purchase the latest software or hardware. An interesting example of a lifestyle grouping is the billion-dollar worldwide urban lifestyle market. It is arguably the top aspirational luxury lifestyle of the youth market and is the same segment that has been spending an increasing sum of money on items like Phat Farm brand polo shirts that cost $75 or more. Centred around urban music stars and their lifestyles, the urban market’s potential was first discovered by Russell Simmons’ rap group Run DMC in 1986 with their song ‘My Adidas’. After its release, the shoe quickly became a symbol of 1980s rap culture. More recently, even McDonald’s has jumped in with the introduction of its ‘I’m Lovin’ It’ slogan. It commissioned local urban market specialists across North America to give street cred to the slogan prior to the official launch. Buzz marketing is particularly useful in this marketplace. Here are some key pointers from an article Karl and his former student, Laura Mingail wrote about reaching urban markets:
Be Exclusive
Like the urban lifestyle that so many pre-teens, teenagers and even young adults want to be a part of, successful buzz targeting this lucrative segment should be perceived as privileged information. Once something becomes common knowledge, it loses its buzz- worthiness, just as an urban brand is cool until it becomes commercial. Those who have the privilege of hearing buzz feel like they belong to an elite group. So spread the buzz only to taste- makers and those next in line down the hierarchy of cool. The rest will be sure to catch on as they actively seek out trends and don’t wait for trends to come to them.
Be Original
If you try to imitate other successful buzz tactics, you risk having your brand perceived as the ‘follower’ as opposed to the ‘cool brand’.