LifeStyle Marketing was born with a question: What’s the difference between marketing a luxury product (like a second or third home) to Donald Trump or Warren Buffet? Or between marketing to Oprah versus Paris? We came up with a hypothesis: The distinction would lie in understanding the differences in their lifestyles and how they thought the object would fit in with all the other stuff they already had. That is, marketing to the affluent is less about the object itself and more about how the object fits into or adds to their lifestyle. Most important, it meant understanding that affluent people are not all alike. There are major differences in their lifestyles.
We conducted original research to learn how to identify and describe these differences. We patented a process for getting truly affluent people to complete market research surveys. After thousands of responses we identified six statistically different patterns in the use of time and money. These are the six LifeStyles.
The LifeStyle Marketing and Sales System was created by developing algorithms from our original research. These algorithms can sort through the transaction records (shopping history, credit card charge records, etc.) of affluent consumers and identify the patterns that place them, individually, in one of the six LifeStyles. As a result of these findings, we can predict with great accuracy, if a luxury purchase will fit into the LifeStyle of the individual, and the type of message and offer they will respond to. Using this system we have obtained up to a 300% improvement over other direct marketing systems and up to a 1000% improvement over advertising in media directly aimed at the affluent.