Greenhouse Grower had a fantastic article in their July issue about how luxury and lifestyle marketing drives purchases for growers and retailers. In May we also looked at how luxury packaging is used to increase interest with selling and marketing. How you position your products is crucial in gaining interest from customers. But what exactly does lifestyle marketing mean? Will customers translate “lifestyle” to “burden”?
Here’s how lifestyle marketing works.
There’s a reason why there are now influencers on social media who get paid promoting brands and products. They incorporate the product into the picture of their lifestyle.
The below image shared by Adriene Mishler of the popular YouTube yoga channel Yoga With Adriene plays many roles. Her brand as a yoga instructor stems from peace, strength and athleticism.
✓ Peaceful Mountains
✓ Strong Pose
✓ Athletic Clothes
Adriene is currently collaborating with Addidas on a series for runners. It is no surprise that in the comments she says that the clothes she is wearing in this image are from the company.
Younger generations connect to brands with a good cause, brands that make them feel good, and brands that offer a lifestyle, not just a product. They want to be metaphorically taken to these peaceful mountains and if that’s what Adidas is selling, consider them sold.
How can growers incorporate lifestyle marketing?
Plants aren’t investments that you’re obligated to care for every day until you forget and they die.
Plants are gifts that offer beauty, food and fragrance. They connect the gardener to nature and offer a peaceful pastime.
Imagine how a booklet style label with information on plant care can be promoted. Instead of worrying about how to research care for the plant, the information is at their fingertips. You don’t need to hire an influencer to showcase your packaging, you need to use social media like an influencer.
Set the scene.
Tabletop images are great opportunities for highlighting plant products. Show a workspace, a decorated set piece or greenhouse shelf. Inspire the viewer and show them what their life would look like with your product. How casual and effortless it is to take care of your plant when you offer such thorough information!
https://www.instagram.com/p/BWsT3zrFXgD/?tagged=tabletop
It’s all about the customer experience and how you can help them. Make your next post a memorable one.
Learn about the labeling and automation solutions that Label Gator offers. See how you can save time, money and labor with our Product Guide. Click here to download the guide.
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