Getting Creative with Marketing a Lifestyle — Not the Product

Getting Creative with Marketing a Lifestyle — Not the Product

Introduction

In today's saturated market, businesses need to think outside the box to stand out. Marketing is no longer just about the product; it's about the lifestyle associated with it. Elise Boren, co-founder of Roco, embodies this philosophy perfectly. Roco, a company known for its smart mini fridges designed to be displayed rather than hidden away, has successfully built a brand by focusing on a lifestyle of hosting and entertaining. Elise’s experience with iconic direct-to-consumer products like Casper mattresses and Billie razors shines through in her innovative strategies.

In this article, we will delve into a podcast conversation where Elise shares her insights on creating a lifestyle around a product, from the inception of Roco to its unique marketing strategies and brand evolution.

The Origin Story

Roco's inception is slightly unconventional. Sam, Elise’s co-founder, was previously leading supply chain and product development at Away, a luggage company. His industry exposure led him to fridge factories, where he noticed the lack of innovation in the wine fridge space. This realization birthed the idea of making a wine fridge that can also store other beverages—a concept designed for the living room rather than the kitchen.

Sam and Elise combined their expertise to create a smart mini fridge that seamlessly blends functionality with aesthetics, targeting modern living spaces. Elise’s involvement added the crucial element of brand marketing, steering Roco’s direction towards lifestyle marketing.

Validating the Idea

Sam and Elise noticed that many Americans already had a second fridge, often inconveniently located in the garage or basement. Roco aimed to upgrade this experience by offering a sophisticated, living room-friendly mini fridge. Validation came from understanding customer behavior and existing solutions. For example, many people use a bar cart, an inconvenience that Roco aimed to resolve.

Lifestyle and Imagery

Post-pandemic, people were increasingly valuing home-centered entertainment. Roco’s marketing strategy capitalized on this trend. Elise emphasizes that the Roco fridge should be the heart of home celebrations, enabling spontaneous gatherings and making hosting effortless. It’s about celebrating life’s mini-milestones, from job promotions to personal victories.

Roco’s marketing steers away from traditional utility-centric appliance advertising. Instead, it offers a visual narrative of a well-appointed home ready for any celebration, appealing both aesthetically and emotionally.

Design and Branding Approach

Elise took a non-traditional approach to branding. Instead of creating an exhaustive brand book pre-launch, the team moved swiftly to practical implementations like website design and packaging. Real-world application helped refine their brand elements, ensuring they resonated with customers.

Social media and ad metrics played a significant role in evolving Roco’s imagery and messaging. The customer feedback loop highlighted certain visualizations—like showing both the interior and exterior of the fridge—as incredibly engaging and effective.

Pre-launch Strategy and Partnerships

Roco’s pre-launch efforts included establishing early partnerships, particularly with drink brands. These partnerships not only diversified Roco’s offering but also aligned it with lifestyle marketing. An example is their collaboration with the Wolffer Estate to launch a pink fridge in sync with Wolffer's 10th-anniversary wine celebration.

Elise advises new Founders to think about potential partnerships early on rather than waiting until after launch. This proactive approach can open up numerous marketing avenues and build credibility even before the product hits the market.

Business-to-Business Channel

Interestingly, Roco’s appeal extends beyond homes. Small businesses have become unexpected customers, ranging from spas and gyms to boutiques and small hotels. This trend points to a broader application of Roco's product, reinforcing its versatility and aesthetic appeal.

Metrics and Learnings

Roco tracks various metrics like click-through rates, hook rates, and conversion rates to fine-tune its marketing strategy. Their approach starts broad, focusing on lifestyle-centric messaging, before narrowing down to specific product features. This strategy not only engages potential customers but also builds a longer, more considered purchase funnel.

Community Engagement

Roco’s customer feedback continuously shapes its roadmap, from color preferences to new use cases. Elise values this dialogue with customers, as it ensures that Roco remains responsive and relevant. The 'Roco on the Road' initiative, which placed fridges in various businesses, is a testament to this engagement-focused approach.

Advice for New Founders

For those starting a brand from scratch, Elise’s advice is clear: distinguish yourself by doing something unexpected or weird that sets you apart. She suggests mapping out the competitive landscape and identifying gaps where you can innovate. Testing unconventional ideas on social media can lead to surprising results and set the foundation for a brand that truly stands out.

Conclusion

Elise Boren’s journey with Roco highlights the importance of lifestyle marketing in today’s direct-to-consumer landscape. From unconventional origins to innovative marketing strategies, Roco embodies a brand that prioritizes customer experience and emotional connection. Whether you’re launching a new product or looking to refresh your marketing strategy, taking inspiration from Elise and Roco might just be the key to standing out in a crowded market.

Keywords

• Lifestyle Marketing
• Mini Fridge
• Roco
• Direct-to-Consumer
• Customer Feedback
• Brand Differentiation
• Marketing Strategy
• Product Innovation
• Business Partnerships
• Customer Engagement

FAQ

1. What inspired the creation of Roco?

Roco was inspired by co-founder Sam's observations in fridge factories, where he noticed a lack of innovation in wine fridges. Combining his industrial design knowledge and Elise’s brand marketing expertise led to the creation of a smart mini fridge designed for modern living spaces.

2. How does Roco differentiate itself from other appliance brands?

Roco focuses on lifestyle marketing rather than traditional utility-centric advertising. The brand emphasizes celebrating everyday moments and hosting, appealing to modern homeowners who value their living space aesthetics.

3. What was Roco's pre-launch strategy?

Roco's pre-launch strategy included establishing early partnerships with drink brands and focusing on key celebrations and milestones. This approach helped build credibility and customer interest before the official launch.

4. How does Roco engage with its customers?

Roco values customer feedback to shape its product roadmap continually. Initiatives like 'Roco on the Road,' which placed fridges in various small businesses, help gather real-world feedback and showcase the product's versatility.

5. What advice does Elise have for new Founders?

Elise advises new Founders to map out their competitive landscape and find opportunities to stand out with unexpected or unconventional brand elements. Testing these ideas on social media can offer valuable insights and set the foundation for a distinctive brand.