Lifestyle Marketing
Similar to online social networking, lifestyle marketing is the campaign discipline for building a strategy around engaging people where they are organized offline. Our grandparents’ generation campaigned for causes by going and speaking to parents at local PTA meetings, business leaders at Rotary Club breakfasts, and senior citizens at WWII Veterans dinners. These interest groups were self-selected around common issues of civic engagement. While the groups may be changing, the concept remains the same. People still select and identify with issues and hold meetings, dinners, … and some still go bowling!
As society evolves more and more people are organizing around their own unique interests without regard to the geographical and official boundaries that used to limit engagement. In other words, you may not know your neighbors in your precinct, but you and ten of your friends get together at your favorite pub’s weekly trivia night. What do you discuss while catching up?
Word of Mouth
Revolution Messaging understands the importance of one-on-one communication and wants to make sure that your organization is being discussed locally and factually. Over-the-airwaves campaigning is losing out to direct communication, especially since the arrival of TiVO and DVRs. People are both skipping over television ads and multi-tasking while watching their favorite programs. Newspaper readership is drastically declining and TV stations are going out of business, so where are people getting their news? How are you engaging them in this new age?
Taste-Makers
Question: What do your pastor, your barber and your bartender have in common?
Do you know who your tastemakers are? Who are the opinion leaders in each community, and what are they saying about your cause? While most organizations spend months fine tuning their press list, little to no time is spent talking with opinion leaders and potential brand ambassadors who personally interact with your audience every day. Remember, if people aren’t reading the newspaper everyday, where are they getting their information? Who is the community leader that knows what is going on down the street? It may be a pastor, barber, beautician, bartender, cab driver, or nightclub promoter. These people present vital communications channels, and Revolution Messaging will help you engage them.
Answer: You listen to all of them when they talk!
