Our Environics research shows us that one of our target clusters, 'Multi-culturalish', enjoy consumption and displaying their purchases. This requires businesses to tap into the aspirational nature of consumerism. These consumers often see their purchases as an extension of their identity and status. Here are 12 ways to effectively market to this demographic:
Showcase Luxury and Exclusivity: Emphasize the premium quality, rarity, or luxury aspect of the product. Utilize limited-time offers, limited editions, or exclusive collections to create a sense of urgency and uniqueness. Example: A jewelry store launching a "Signature Collection" with only 50 pieces available worldwide, each piece coming with a certificate of authenticity and a rare gemstone.
Leverage Influencer Marketing: Collaborate with influencers or celebrities who have the power to set trends. Use influencer unboxing videos, where they display and discuss their latest purchases. Example: A boutique fashion brand sends its new line of handbags to top fashion influencers, resulting in a wave of Instagram posts and stories featuring the influencers flaunting the bags.
Visual Appeal: Invest in high-quality visuals, photoshoots, and videos that display the product in a desirable light. Show the product being used in aspirational settings, indicating a lifestyle the consumer might desire. Example: A luxury furniture store commissions a photoshoot set in an opulent penthouse, highlighting the elegant design and rich materials of its newest collection
User-Generated Content: Encourage users to share photos or videos of their purchases using a specific branded hashtag. Consider running contests where the best picture or video showcasing the product wins a prize. Example: A high-end skincare brand runs a campaign asking users to post their glowing skin selfies using the hashtag #GoldenGlowChallenge for a chance to win a year's supply of products.
Social Proof and Testimonials: Showcase testimonials from satisfied customers, especially if they emphasize the status or admiration they've received from peers due to the purchase. Example: A premium watchmaker showcases testimonials from clients sharing stories of receiving compliments at business meetings and events because of their watch.
Offer Exclusive Experiences: Consider hosting exclusive events for loyal customers or those who've made significant purchases. Create VIP memberships or loyalty programs that offer premium benefits. Example: A gourmet chocolate brand invites its top customers for an exclusive chocolate tasting event at a historic mansion.
Lifestyle Branding: Build your brand around a specific lifestyle or image that aligns with the aspirations of your target audience. Example: A luxury travel gear brand markets itself as the go-to choice for the "modern explorer" - showing images of exotic destinations and adventurous journeys.
Highlight Function and Aesthetics: Ensure that the product is not only good-looking but also functional. Emphasize features that make it a must-have. Example: A designer eyewear brand emphasizes not only the chic design of their sunglasses but also the 100% UV protection and polarization features.
Focus on Packaging: For those who like to show off, the unboxing experience is crucial. Invest in high-quality, aesthetically pleasing packaging that enhances the overall experience. Example: A premium perfume brand packages its fragrance in a handcrafted crystal bottle placed in a velvet-lined box, making the unboxing a truly memorable experience.
Collaborate with Prestigious Brands: Consider collaborations or partnerships with other high-end or aspirational brands to enhance the perceived value of your product. Example: A luxury car brand teams up with a high-end audio company to offer a special edition vehicle with an exclusive sound system
Emphasize the 'Limited' Factor: Highlighting that a product is only available for a limited time or in limited quantities can make it more desirable for those looking to own exclusive items. Example: A shoe brand releases a "Midnight Edition" sneaker, emphasizing that only 200 pairs are made, with the unique number embossed on each shoe.
Engage on Social Media: Platforms like Instagram and TikTok are visual-heavy and perfect for targeting consumers who enjoy showing off their purchases. Regularly post, engage, and create content that encourages sharing and showcasing. Example: A luxury skincare brand hosts monthly Instagram Live sessions, showcasing behind-the-scenes looks at product creation and application tutorials, encouraging users to share their own results.
Remember, while it's important to tap into the aspirational nature of these consumers, it's equally essential to ensure that the product's quality and value proposition match the marketing. Over-promising and under-delivering can be detrimental to the brand's reputation.