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GCD: Selling a Lifestyle or a Product?
We are excited to announce that we are officially working on a Look Book featuring our Green Couch Design Kitchen Line and Concrete Jewelry! The conceptual process is just getting started but we are already asking ourselves tons of questions as we figure out what are the key messages that we want to say about our products, our brand as a “lifestyle”, and/or both? If a picture is worth a 1,000 words then we had better make sure we have a clear vision about who we are and the type of visual messages we are sending our customers.
As we’ve been researching ideas for our Look Book we’ve noticed two different approaches toward selling a product:
1: Lifestyle Based Marketing: Imagery that forces customers to desire a product because of the way they feel when they are wearing that object or have that product a part of their life. When you aim your marketing toward a lifestyle approach you want potential customers to first fall in love with who you are and as a result purchase your products. With this type of imagery you are not just selling a piece of jewelry, you are selling a feeling based on the type of lifestyle your customers long to have.
Example: In this commercial you see the target audience is young adults and young families that are adventurous and want to “go” and “do”. They are not ok with sitting by and letting life pass by, instead they want to live life to the fullest. Ford focused it’s marketing efforts on the “feeling” their target market wants to have towards life (the problem) and how the Ford Explorer can help their customers accomplish that (the solution).
2: Product Based Marketing: Imagery that sells you a product by focusing on it’s features and services. Typically, this is for a product that is very specialized and more focused on the individual. Marketing efforts are narrowed into making one type of product and making it better than anyone else in your market. Customers purchase this type of product because it’s the best in the industry and it offers them something that your competition does not.
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High class design in overalls. It's the simple life of a farm through the eyes of a couple of crazy designers. We call ourselves Green Couch Design and we are Bringing Design Home.
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