Why Lifestyle Brands Are Getting It Right
17th July, 2014
Our unique take on sponsorship has enabled us to work with some fantastic lifestyle brands such as Red Stripe, Majestic Athletic, Supreme Being, Monster Energy, Spotify, and New Era who are truly maximising the consumer shift towards culture brands. In terms of sponsorship, these brands are getting it right. They truly understand their consumer, their market, and most importantly understand how utilising effective sponsorship platforms make their marketing budgets work harder – often because their budgets are a fraction of their rivalling high street retail competitors who are vying for the same audience.
But what makes them different and why should you care?
It all boils down to engagement. Lifestyle brands tend to have more success in engaging their market better than many other retailers. They also know where to engage them and how to engage them. If engagement is what brands are after because engagement sells, then this surely is something to take notice of rather than being complacent on your own brand image – even if you do only sell shoe inserts.
So here is my take on why lifestyle brands are getting it right:
- Challenged to be creative – smaller budgets mean you have to really think about what you are doing with them. When lifestyle brands sponsor something, they maximise every single opportunity and asset they purchase ensuring nothing is missed.
- Commercially creative teams – lifestyle brands tend to have teams where everyone does a bit of everything, rather than job roles split up. This forces individuals to be both creative and commercial – enabling people to fully understand how marketing activity drives sales, which is crucial.
- They are their target market – not only do they know their audience, they themselves tend to be active and avid advocates of the brand. This saves focus groups, countless surveys, and allows them to tap into consumer insight easily.
If you want to see what we’ve done with Majestic Athletic, click here for the case study.