The only thing that stays consistent is the fact that marketing trends and target audiences are constantly changing.
The only thing that stays consistent is the fact that marketing trends and target audiences are constantly changing. Consumers in the lifestyle and leisure industries shift their priorities, interests, and expectations more and more frequently. In addition, we are emerging from a pandemic with shutdowns that forced consumers and businesses to adopt new digital behaviors. As a result, COVID-19 will continue to influence how leisure brands communicate with their target audiences. So how can you prepare for these changes? Let's dive into the four consumer profiles shaping the leisure industry post-pandemic.
Hannah mostly maintained typical behaviors despite restrictions and hopes to keep it that way. She made minimal adjustments to her lifestyle beyond what the restrictions required and returned to normal as soon as possible.
These consumers attempted to let the pandemic affect them as little as possible. Rather than seeing COVID as an opportunity to change lifestyle habits, they saw it as an inconvenience they had to deal with. They are unlikely to participate in at-home activities and want to continue normally with little to no disruption. Brands need to provide these consumers the experience they expected before the pandemic. This consumer profile needs brand engagement and is likely to have strong brand loyalty due to its predictable behaviors.
Budweiser’s video ad is an excellent example of how brands can accommodate this consumer profile.
Halfway Henry creates a balance between pre and post-pandemic behaviors. While he returns to going out like he used to, he also recognizes the benefits of enjoying a mix of both lifestyles.
These consumers look back on pre-pandemic times with nostalgia. Missing the social and physical experiences of actually going places, they were among the first to return to leisure activities when the CDC lifted restrictions. However, they realized some newer behaviors, such as shopping online, had advantages. Brands must be innovative and adaptive to meet this consumer's changing preferences. The consumer experience should be consistent across digital and physical platforms to cater to various demands. In addition, brands can highlight their return to normality.
New Nancy continues the behaviors she adopted during the pandemic. Having changed her personal and professional lifestyle, she discovered new ways to be more beneficial.
These consumers have maintained their new attitudes despite lifted restrictions. They learned to appreciate the convenience of online services and the ability to connect via social platforms. In addition, they have placed a stronger focus on health, well-being, and sustainability. Brands must be flexible and provide plenty of options to support this consumer profile. Showcasing healthy and sustainable initiatives is an effective way to highlight your differentiators from competitors. Brands can also spotlight the initiatives taken in response to COVID to engage this consumer profile.
Randy fears uncertainty and is concerned about the future. The fear of the unknown impacts his lifestyle and attitudes towards brands.
These consumers allow their worries about health and financial risks to influence their lifestyles and purchasing behaviors. Relying on digital services to make purchases and interact with other people, they felt protected in the comfort of their homes. This consumer profile is less predictable than others because of their reluctance to spend money on in-person experiences. Brands must offer solutions that promote safety, ensuring this consumer profile feels protected health-wise and financially. Showcase the value of products or services, and make them feel comfortable with their decisions.
Walgreen’s video ad is an excellent example of how brands can accommodate this consumer profile.
Although responses to the COVID-19 pandemic have varied widely, it undoubtedly forced businesses and consumers to adopt new behaviors. Marketers must understand new consumer segments to adjust digital strategies and increase engagement. It is crucial to acknowledge your target audience's motivations, interests, and behaviors to develop the most effective marketing strategy. Not all consumers will respond the same, but learning a little more about their lifestyle and decision-making process goes a long way.
Having a hard time converting prospects into customers after the pandemic? Delicious Digital Marketing keeps up with the different platforms, best practices, and algorithm updates to ensure your lifestyle or leisure brand is ahead of the competition. Learn more about how you can stay on top of current trends with our digital marketing, graphic design, and website services.