Category Archives: ambiance marketing

Lifestyle Branding: Engagement and the Total Experience

By James D. Roumeliotis

How Is Technology Helping Fashion Lifestyle Brands Connect To Their Human  Side

When you visit your local Porsche dealership be prepared to engage.
Staff will talk to you about the total experience. This will invariably
include discussing the firm’s racing pedigree and performance. In your
mind, you will be able to feel the steering wheel, smell the leather seats,
and hear the roar of the engine. This car represents to you an exclusive
club and you desire to be part of the privileged few. The brand also added its own private race tracks in several parts of the world for its customers to have exhilarating moments testing various models. Clearly, one does
not buy a Porsche simply to go from point A to point B. In practice, you
might use this care to commute to work, but this is not the incentive
to purchase a piece of automobile and racing history.

Porsche is clearly a brand with authenticity and heritage. The principles shaping the consumer’s buying behavior go beyond intention.
There is a sense of engagement in fulfilling a dream. It can be to make
a social status statement or a personal style choice. Whatever it is, it
is not an unconscious choice. The codifiers are clear: This is who I am,
and what I believe in. Ultimately, it can also articulate your sense of
self-worth and your emotional aspirations.

The most important emotional benefit in my view is that a product
of this caliber and class expresses itself when the consumer can declare,
“It suits my lifestyle.”

Lifestyle Brands Matter
Not every brand is a lifestyle brand regardless of whether it strives to
portray itself as such. A company can define itself as a lifestyle brand
when its products promote more than a product with key benefits and
attributes. Note however that lifestyle branding is more than just promoting “a way of life”. It is a product or service that provides consumers with an emotional attachment to the lifestyle of the brand. Think
of Ralph Lauren and you can readily see it is not about the clothes. It
becomes an attachment like Porsche to an exclusive club in which you
can be a member through emotional identification through use of the
products in question.

Savvy companies understand these principles and look to keep
the customer engaged. By doing so, they clearly forge the sort of long
term relationships, which become the envy of their designated sector.
Financial benefits clearly follow, but the raison d’être of the firm must
back up its promotion for this to work effectively. One reason so many
firms want to enter the lifestyle arena is profitability and high profit
margins. Established brands can tap economies of scale when they
launch new products at a cheaper cost to the firm. Surplus revenue can
then be channeled into extensive advertising and promotion costs.

Building a Lifestyle Brand
Generally speaking, a brand that is designed for the lifestyle segment
should have more emotional value to consumers. Features, cost, and
benefits do play a role but by themselves they would be insignificant.
There are companies that become a lifestyle brand by tying their
product ranges to a distinctive culture or group. Marketing guru, Seth
Godin labels this with the key word as a “tribe”. A classic case is Harley
Davidson, who sells branded merchandise to customers whether or
not they own one of the firm’s motorcycles. Other
key lifestyle brands include Nike, Wholefoods, Red Bull, Hackett, Hermes, and Louis Vuitton among others.

In the electronics and computer industries, it is uncommon to have
lifestyle products. However, Apple has broken this “glass ceiling” by its
unconventionality with products which come with its seamless eco-system. Even its ubiquitous white headphones have become a fashion accessory and, some would even argue, a status symbol. The people who follow Apple
and its “lifestyle” are clearly all obsessed in a way that the firm intended
when it embarked on this well-thought-through strategy.

Lifestyle brands have clearly impacted on luxury brand management.
The usual suspects such as BMW, Armani, W Hotels, and Rolex — just
to name a few, have fostered commitment and loyalty with their promotional campaigns. These have given consumers an “associate” status
with all that is glamorous. Just think of Daniel Craig and James Bond.
Sales at Omega thrive on this “Bond engagement”.

The methods to reach a target audience require an integrated marketing/communication strategy. They clearly require taking into consideration and harmonizing the following aspects:
• Experiential Marketing;
• Grassroots marketing;
• Promotional tours;
• Sponsorship of lifestyle events;
• Lifestyle marketing on the Web: think Facebook;
• Viral video marketing;
• Social media/networking (blogs, chat rooms & message boards);
• “Interactive” is key;
• Mobile phone media, text messaging & applications.

Not Every Brand Can be a “Lifestyle”
New research from Kellogg at Northwestern finds that the strategy of
traditional brands to reposition themselves as a “lifestyle” brand may
fail. The reason is not rocket science: they simply fail to “bond” with
their customer base. “The open vistas of lifestyle branding are an illusion,” said Alexander Chernev, lead author of the study and Associate Professor of Marketing at Kellogg. “By switching to lifestyle positioning, brands might be
trading the traditional in-category competition for even fiercer cross-category competition. Now they have to compete not only with their
direct rivals but also with brands from unrelated categories.”

The study reveals how brands serve as a means of self-expression
along with the limitations of expressing a consumer’s identity through
brands. Moreover, the study uncovers customers’ desire for self-expression through brands is finite.

Why Do Some Lifestyle Brands Become A Way Of Life?Fabrik Brands
Credit: Fabrik Brands

In Perspective
Forward-thinking brands are those which will continue to develop creative ideas and solutions that will allow people to interact with each
other and explore, as well as share creative opportunities. Moreover,
those same brands will make it a strategic priority to add pleasure into
the lives of their consumers.

To be sure, there are many excellent examples of lifestyle branding. Just examine the “hotel as lifestyle” creator, Ian Schrager. Since the
1970’s, as an entrepreneur, Chairman and Chief Executive Officer of
Ian Schrager Company, he has achieved international recognition for
concepts that have revolutionized both the entertainment and hospitality industries.

His passionate commitment to the modern lifestyle has been
expressed through a series of pioneering concepts:
The hotel is no longer just a place to sleep. It is portrayed as your
home away from home. This allows hotels to act like theater. Think of
the boutique hotel or “cheap chic”, “lobby socializing”, the resort, or
the spa.

His keen instincts for the mood and feel of popular culture were
honed during the 1970s and 1980s, when he and his late business
partner, Steve Rubell, created Studio 54 and Palladium. In 1984, they
turned their attention to Morgan’s Hotel and introduced the concept
of “boutique hotel” to the world, which is today one the hottest segments in hospitality.

The goal of a lifestyle brand is to get people to relate to one another
through a “concept brand.” These brands successfully sell identity, image
and status rather than a “product-service” in the traditional meaning of
the term.

If they are successful in capturing their audience, then they become
legends in their own right. If you examine the published photographic testament to “Il Pelicano” in Tuscany you will understand perfectly the meaning of the lifestyle branding spirit.

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Ambiance Marketing: A multi-sensory approach to attracting and retaining clientele

by James D. Roumeliotis

Sensorial marketing

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The dictionary conveys to us that “ambiance” is “the character and feeling of a place.“ A place which wants to attract the most discerning souls, should be unique and embody a complete lifestyle concept which combines a relaxed, spiritual ambiance amongst an elegant setting and decor with attention to detail. Staging an impressive, well executed upscale event, such as a product launch or promotion takes creativity, organizational skills, as well as savoir faire.

Pleasing hors d’oeuvres and drinks prepared and presented with pizzazz are complemented by soothing music which is also an integral part of the ambiance and ranges from classic music to smooth jazz or chill-out rhythms. The attractive, smiling and well mannered staff is dressed stylishly.

All of these elements combined will, undoubtedly, seduce the senses and generate good vibes along with positive memories created. This principle applies equally well to business establishments and brands and includes boutique hotels, restaurants & bars, fashion boutiques and other upscale business establishments. In marketing, a multi-sensory approach is proven to increase sales.

To be effective, the use of an integrated approach is essential across various touch points with the purpose of engaging customers.

Today, consumer purchase decisions are increasingly driven by consumers’ hearts. With ambiance marketing, a custom designed attractive setting – yet alluring with captivating style, invites customers to truly feel the brand experience by adding character. This is accomplished by connecting the emotions to a product or service, and infusing it with a tangible and intangible essence that remain in the customers’ minds.

The ambiance you create is one of your best marketing tools. The aesthetic appeal to human senses, the feel of your business and the brand you create is your image. Along with great service, it is one of the most important reasons customers will choose you over the competition.

What should you consider when developing ambiance?

In keeping with the spirit of our five senses, you can exploit them entirely to create a favorable experience in synergy, for guests and clients alike. Below are some of the most important factors:

SIGHT – choice of lighting, décor, colors and an ergonomic layout. You can get a real sense of movement using these elements. Lighting is also very helpful when it comes to the overall event and low intensity lighting such as dimmed soft halogen or LED lights along with the presence of lit candles create a stress free atmosphere. In addition to your building materials and lighting, the art you choose to put on your walls will make a huge impact on overall ambiance. Local art, modern art, renaissance art or a hodgepodge of all of them will help convey the ambiance you are trying to define.

LISTEN – music, effects, volume and vibrations. The tone and the energy of the room can be set with the right music selections. Think about using a “signature” sound effect to draw attention to different happenings throughout establishment or event. Upbeat music that would be appropriate in the evening may not appeal to your morning customers who have just gotten out of bed. If you have an Italian-themed bar, you may want to interject some Italian music from artists like Zuccero or Eros Ramazotti. If your theme/branding and ambiance is geared to a very hip, young audience, it will likely suit your customers to include songs with a driving beat from cutting-edge alternative and electronic artists.

TOUCH – textures and comfort. This is all about how your guests and/or clients interact with the environment. Plenty of emphasis should be placed on this when designing the layout. It should be ergonomic. The more comfortable the space, the longer guests/clients will linger in any given area. The materials you use to build out your operation will be a major component of the ambiance of your business and the choices are many. Countertops can be granite, frosted glass, laminate or of exotic wood. Floors can range from acid-etched concrete to terrazzo to granite. The use of wood can evoke a feeling of warmth. Exposed pipes and air ducts can give your business an industrial feel. Draperies can dampen sound and add texture.

TASTE – finding the perfect balance between sour, salty, sweet, and bitter during menu designs and beverage selections with the intention of pleasing most taste buds. Presentation is equally important which has an impact on the overall image of the setting.

SMELL – it is all about fragrance which aids in creating emotion. This sense is usually neglected yet of all our senses, the sense of smell is closely linked to emotion and memory. You can use something as simple as burning incense or candles to something far more complex like computer controlled scent machines to enhance your environment. This could just be the icing on the cake, sort of speak, in complementing the overall mood. If it is a French bakery café style of operation, the smell of roasted coffee and baked items sold will induce clients to make and increase their purchases.

A case in point in terms of a successful establishment, which implemented the above principles spot on, is a popular upscale “member’s only” bar in Dallas, Texas called “Candleroom”. It did not become renowned simply by accident. This has been accomplished by developing and executing the perfect atmosphere for young professionals seeking to socialize in a dramatic and spacious setting – a progressive urban lounge modern in design and decorated with bold, sensuous colors. The ultra swanky décor with its velvet, leather and fine furniture are lit by candles and dimmed chandeliers. DJs spin house, rock, hip-hop and dance for those that are interested in a little more of a dance club setting, while the attractive staff working behind the bars mix exotic drinks for the patrons. As a result, it is considered by many discerning clubbers to be one of the most handsome drinking destinations in Dallas.

Focus groups: Uncovering your customers’ specific desires for your success

As companies grow larger, they commonly hire a market research firm to determine what their customers like, dislike and what additional products or services they desire. This is often uncovered through the use of focus groups.

There is no reason you cannot poll customers in your area in the same way large multinational companies do with great success. Focus groups can be helpful if you are already open or just beginning to plan your business. Rather than simply assuming, it is in your best interest to know if you are giving your customers the products, services and ambiance they desire. Feedback is important, hence you need to find out what your customer’s needs are and fulfill as many of them as possible. After you analyze the information you have received from your focus group, try to incorporate the best and most workable ideas into a motif that will define your business and create the ideal ambiance to attract and keep your customers.

On a side note: Branded CD compilation

Designing and implementing custom music and visual strategies that emotionally anchor a brand to its clients, should be considered. The goal of branded CDs is to turn your listeners into disciples of your brand. Every aspect of your custom CD says something about your brand, therefore, custom CD’s place equal importance on print, media, and visual elements in addition to the music. Specialty music compilation companies such as Sonodea and Custom CD Corporation oversee all logistics related to custom branded CD music compilation and development. They work closely with clients on everything from the music themes to the packaging to the visual content. This ensures that the music, look and feel of the CD resonate with their customers’ clientele and target demographic.

In some fashion, all business is show business and storytelling. Brand image is all about the experience, perception and differentiation you create in the customers’ mind. Ambiance marketing takes all this into meaningful consideration by applying its multi-sensory approach to attracting and retaining clientele to your brand and business establishment.

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