Chapter 22. Sell wine spritzers to squash players
Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways to enjoy their lives and express their social identities, a key aspect of this strategy is to focus on product usage in desirable social settings. The desire to associate a product with a social situation is a long-standing one for advertisers, whether they include the product in a round of golf, a family barbecue, or a night at a glamorous club surrounded by the hip-hop elite.
We get a clearer picture of how people use products to define lifestyles when we see how they make choices in a variety of product categories. A lifestyle marketing perspective implies that we must look at patterns of behavior to understand ...
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