Consumer lifestyle and brand experience

By Ayopo Ayodeji

It is essential for brands to present attractive offerings that will add value to consumers’ experience.

The present market realities have made brands adopt strategies aimed at engaging consumers and also building brand loyalty. The lifestyle of the consumer should be given utmost priority in service delivery.

Brand offerings should be able to deliver creativity, excitement, and entertainment, as it fosters physical and emotional connection with the brand. Today’s consumers are dynamic and vibrant and they want a brand that can fit into their lifestyle and give them worthwhile experiences.

In fact, consumers now want to create the brand and own the brand. They want offerings that meet their desired taste and the brand they can use as a means of self expression. This supports the “MSP” i.e. Me Selling Proposition standpoint, which places a renewed focus on the consumer.

This is perhaps the main rationale for DSTV Mobile’s offering of ultimate mobile TV entertainment for the consumer.

When DSTV Mobile launched months back in the Nigerian market, it was readily accepted because it represented entertainment, information, and value added services to consumers. Hitherto, they watched DSTV in the comfort of their homes, but with DSTV Mobile, television is in their hands. This is one visible way to build brand loyalty and followership.

A unique selling point was a free trial for the subscribers, which is key to creating value. The strategic intention is to align with the needs of the upwardly mobile and constantly on the go consumers who desire to have fun and excitement as they move on in their pursuits.

DSTV Mobile is on both MTN and Glo networks, making it easier for subscribers to have first hand information and knowledge about happenings around them. This is a vantage way to connect and build brand loyalty.

Brands remain vibrant and relevant when they focus on key consumer segments; it has become imperative to meet the expectations of today’s consumers with ideas like DSTV Mobile. The consumer culture is rapidly changing and as a result, brands should adopt strategies to remain relevant.

Brands should also identify key gaps in the lives of their consumers and bridge these through innovation and value service. Nigerian consumers have a passion for football, including foreign football clubs, and this is one area in which DSTV offers enormous benefits.

Through the mobile television in their hands, and as long as they are connected to DSTV Mobile, they cannot miss any of the exciting matches. DSTV Mobile makes subscribers optimise the quality of their viewing time and also get premium content and programming on their phones.

Consumers are attracted to brands that simplify their lives. This is one thing that DSTV Mobile has done so well. Subscribers will not only be loyal to such brands, but will ultimately create a community of brand loyalists by enlisting others to share the same experience. This makes the brand stand out as one of the very few that matters in the marketplace.

Any brand that keys in to the lifestyle of consumers ultimately creates an enduring experience for them.

Ayopo, a communication strategist and public relations specialist, is the CEO of Shortlist Ltd. Email: shortlistspecialists@gmail.com