Introducing Life Pattern Marketing
Almost everyday we see another article or blog post written about how hard it is for businesses to reach highly mobile people with brand messages using traditional media. But now, a new approach called Life Pattern Marketing can help.
Life Pattern Marketing is the practice of placing companies’ brand messages on digital screens and billboards that are located where busy people really are: out and about, living their daily lives. Digital screens are popping up in perfect places to reach people, carrying short, punchy brand messages that reach potential customers while they pump gasoline in the morning, while they shop for groceries in the afternoon and while they withdraw money from an ATM in the evening. The key is context: The psychological impact on a consumer engaging with the brand message in many different contextual settings permeates the ‘noise’ and builds awareness and retention, and drives action.
Unlike traditional media, this innovative approach blends into a person’s everyday experiences in venues they frequent as well as on their way to those venues. These venues showcase screens that range from large flat panels to smaller interactive screens in kiosks.
To implement Life Pattern Marketing, you map the work, play and social patterns of a particular target audience’s daily routines and then weave a media strategy though these patterns. Here is the framework for Life Pattern Marketing:
- Identify a target segment of the population you want to reach.
- Map their life patterns. Find out where they go and what they do when they go there.
- Find the venues along their life patterns that offer digital screen advertising.
- Create a campaign ‘flighting’ strategy - a schedule that designates how much advertising is appropriate in each week.
- Decide if you want any integrated sponsorship opportunities such as posters, stickers, sampling, and activity integration.
- Develop your creative assets (for digital place-based video, as well as non -video) so that the same basic creative(s) and copy can be used across flights and across venues.
- Customize the creative(s) as needed. Do this by slightly tweaking the creative across venues in a single flight and by tweaking the creative across flights.
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