Our Approach to Lifestyle Marketing
Our lifestyle division extends beyond creating events. We offer clients a three-pronged lifestyle marketing approach, which allows them to Acquire new customer segments with lifestyle events, Convert those new segments to active consumers through cross marketing integration, and Extend the relationship with those consumers through loyalty marketing resulting in life-long customers. The A.C.E. approach utilizes lifestyle marketing to obtain and navigate customers completely through a business’ life cycle.
Acquisition – Lifestyle Event
Acquiring new customers is critical to the sustainability and growth of consumer-based businesses. TrendScend Marketing specializes in the ideation, design, marketing and execution of lifestyle events that attract new customer segments in a very targeted fashion.
How We Do It?
Step 1
Lifestyle Event Concepting
Combine client customer goals with our lifestyle event development process to concept the desired lifestyle event.
Step 2
Lifestyle Event Marketing
TrendScend Marketing leverages the lifestyle event’s marketing capabilities, channels and affiliates to the fullest extent to capture new and expanded customer segments.
- Utilize established event-relevant ticketing websites as the primary ticket sales channel and the client’s website as the secondary channel.
- Create marketing plans targeting the lifestyle event’s customer base.
- Establish marketing partnerships with all affiliates of the event to further penetrate the desired customer base. Affiliates include participating talent, sponsors, media, etc.
Step 3
Lifestyle Event Execution
In order to truly acquire a customer through lifestyle marketing, the attended events must be executed flawlessly, leaving the new customers with a positive experience and a reason to further engage with the business. Consequently we work tirelessly with our clients in producing lifestyle events of the highest quality.
Conversion – Cross Marketing Integration
Converting newly acquired customers to active consumers is a critical aspect of the monetization process of TrendScend Marketing’s lifestyle events. We create a customer journey that continuously navigates attendees up the Brand Escalator and captures the greatest share of wallet in a cost effective manner.
How We Do It?
- Integrate the lifestyle event with appropriate client outlets (e.g. hosting a lifestyle food event inside the client’s restaurant).
- Position the lifestyle event and applicable client outlets under a single marketing umbrella.
- Strategically create a signature customer experience/pathway.
- Design and leverage cross marketing opportunities.
- Train employees to execute up-sell and cross-sell initiatives.
- Develop and initiate customized customer follow up.
Extend – Loyalty Marketing
To fully capitalize on the lifestyle marketing event, retention and loyalty marketing strategies should be implemented. TrendScend Marketing prioritizes engaging customers acquired after the lifestyle event to drive continued revenues and reduce overall marketing costs.
How We Do It?
- Include loyalty program messaging and program sign up incentives in the event marketing plan.
- Incorporate loyalty sign up activations onsite throughout the event.
- Flag and segment all new customer sign ups brought in through the lifestyle event acquisition channels.
- Create and initiate customized messaging, offers and marketing plans specific to the new customer segment.
- Monitor loyalty-marketing results and adjust the plan accordingly.