Why brands should target people going through life events

Craig Harris

People who have recently experienced a life event are more likely to try new brands and are therefore an ideal target market for many product categories.

Starting university, graduating, moving house, running a marathon, marrying, having kids, divorcing. If you asked someone how they might respond to one of these life events, they would probably list a plethora of sensations: love or loathing, exhilaration or exhaustion, serenity or stress, hope or horror. Perhaps all these things in the case of having a child.

However, if you posed the same question to William Hanmer-Lloyd, head of behavioural planning at Total Media, he would provide a more succinct answer: a person experiencing any of these events is simply more likely to try new brands.

Hanmer-Lloyd’s claim is backed...

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