We all understand the importance of lifestyle marketing and the value of selling a lifestyle rather than a product but you need to be careful that the photographs aren’t too perfect, otherwise the consumer and their subconscious might smell a rat.
The term lifestyle marketing probably makes people wince at the thought of it because it’s such an overused phrase but there’s no getting away from it selling a lifestyle is often more effective than selling a product. Take watches for example, sure there are enthusiasts that get excited about the nuts, bolts and quartz crystals but then there are a hell of a lot of people that simply want a cool looking watch. This is where all the sexy TV commercials, magazine spreads and billboards come in – you know, the ones featuring guys flying planes, driving race cars or sipping whisky.
Hmm, it all sounds a bit clichéd though don’t you think? And that’s why the advertising photography and other imagery should work hard to look a little more natural. Lifestyle marketing isn’t going anywhere but it has been met with a greater need for authenticity. Consumers have become tired of the same old imagery and iconography that has been following them around for most of their lives.
So how do you fix this with your photography, videos and other marketing collateral? Easy, you give the people what they want, stop trying to spoon feed consumers with photographs of what their lives should look like, unobtainable aspirations and add a little reality instead. A well taken and edited photograph featuring a good-looking product in a scene littered with reality can be more compelling because of its attainability.
Don’t go overboard, you don’t want to style images that are too shabby but people want to see photographs that are humanised in some way and there are times when spots cars cruising around sublime scenery just looks too romanticised.