A Home Builder brand wants to inspire future homeowners to live their best life in a new home and to enjoy the total lifestyle that a planned community offers. Builders want to fit into the ideal of what a new home will offer for home buying prospects. #YourBrandinTheirLife refers to branded products that support consumers in their daily lives. I got to thinking about how our e-Store products integrate into "life" for home buying consumers so that we could give builder marketers one more way to nurture prospects during the home selling process. Branded products tend to be low cost and utilitarian. And, they can be a valuable marketing tool to remind prospective home buyers of their connection to your communities. But they have to integrate into your prospects' daily activities. Here's an example using my typical Saturday morning routine. These products integrate into my activities and could easily promote a brand I like. 5:45am: I get up early (before anyone needs my assistance), and have a cup of coffee. My objective is to carve out a little time before I go to an insane exercise class, followed by a day of boys soccer. I need to wake up, stretch and enjoy a little content on my laptop. My coffee routine is a space where I devote time to getting set for the day. Starbucks has transformed the coffee ritual, and stylish coffee cups are now part of the coffee experience. I love mine because they are symbolic of this quiet time in my day. And, I always seem to need more of them. 6:45am: I gather everything I need to make the most of my morning outing. Like many consumers, I am combining errands with my activities. I'm also making use of time in the car to connect with people about plans. Here's my checklist for leaving the house (and yes, I'm running late, aren't we all?).
- Water Bottle
- Gym Towel
- Reusable Shopping Bag fold into my purse (out of milk)
- Power Charger (late dinner, forgot to charge my phone last night)**