Do you live to cook? Or cook to live?!
This age-old question separates the kitchen connoisseurs from the "just-add-water" warriors.
But here's the thing – neither is wrong!
Because the truth is, marketing doesn't have to be a one-size-fits-all recipe either.
Enter the magic of lifestyle segmentation.
A segment that aims to categorize people in terms of their way of life, as reflected in their activities, interests and opinions.
Lifestyle is an important personal factor driving consumer behaviour, and advertisers have identified several different lifestyle groupings. It is also a powerful method of segmentation as particular lifestyle groups have fairly predictable media habits.
Imagine creating a marketing strategy that speaks directly to both the "live-to-cook" gourmands who spend hours crafting culinary masterpieces and the "cook-to-live" crew who see dinner prep as a necessary evil.
Take the ingenious SeaPak Shrimp Company, for example.
Stuck in the frozen food aisle where excitement goes to die, they realise one size (or shrimp, in this case) doesn't fit all.
They identified two distinct groups: the "live-to-cook" culinary masters who whip up gourmet meals from scratch, and the "cook-to-live" crew who see dinner prep as a necessary evil.
For the foodies, SeaPak created a brand experience worthy of their passion. Imagine exclusive online events with celebrity chefs, drool-worthy recipe ideas, and fancy packaging that wouldn't look out of place next to the fresh salmon. They spoke the language of culinary exploration, making frozen shrimp feel like a launchpad for creativity.
On the other hand, the "cook-to-live" crowd got quick-and-easy breaded shrimp tucked conveniently in the frozen food aisle. No muss, no fuss, just delicious, high-quality protein that fits their busy lifestyles.
The result?
A 15% sales increase in a declining category!
By speaking directly to each segment's needs and desires, SeaPak transformed frozen shrimp from a boring dinner option to a hero – for both the home chefs and the time-pressed warriors.
So, the next time you feel stuck marketing a seemingly uninspired product, remember the power of lifestyle segmentation.
You might just discover a hidden world (gap) of passionate "frozen-dinner-loving foodies" waiting to be unleashed!
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Additionally, throughout this 30-day challenge, I'll be diligently sharing all my learnings, valuable insights and diverse marketing content I encounter. I warmly welcome any opportunities for connection and collaboration along the way.
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