How to Effectively Market To Gen Z Consumers
Born in the late 1990s to early 2000s, Gen Z is a highly connected, socially and environmentally conscious generation. Marketing to Gen Z requires a nuanced approach, given that this generation grew up with digital technology at their fingertips. In this guide, we explore practical ways to market to Gen Z, from creating compelling event experiences to building meaningful partnerships and beyond.
How is marketing to Gen Z different?
Every generation is distinct. Gen Z stands out due to their lifelong use of technology and the internet. Technology has always been a part of their lives, and they now spend over 4 hours a day on social media. Their digital literacy makes them familiar with advertising and marketing and highly aware of sales tactics. With this generation, it can be more challenging to make an impression. Here are some tips to effectively market to Gen Z consumers:
Create a Compelling Experience
Experiential marketing stands out as a critical strategy to capture the attention of Gen Z. This generation craves enriching experiences that transcend traditional advertising, encompassing all channels and spanning before, during, and after events. Physical, virtual, and hybrid events provide a platform for immersive brand experiences.
Keep the Conversation Going
Gen Z values rich dialogue over one-way conversations. You can leverage various platforms and technology solutions to foster communication, such as events, email marketing, focus groups, social media content, and more.
Make It Personal
Personalization is a cornerstone of successful Gen Z marketing. To personally engage with your Gen Z audience, incorporate interactive elements that genuinely reflect their interests while valuing their participation. Customize your content to suit their needs and fulfill their desires.
To help brands get to know their audience members and streamline the customer journey, we created Hamilton inSIGHT®. Our proprietary lead capture solution is designed to capture qualifying information from every attendee on your device, regardless of where they are engaged in the experience. It features compatibility across all mobile devices, customizable branding opportunities, lead scoring, text alerts, image capture, on-site engagement integration, custom CRM formatting, voice-to-text notes, e-Literature distribution, and custom qualifiers. With this key lead information, you can tailor the recommendations, marketing, and content to each individual, ensuring they have everything they need to make a confident purchase decision and become a loyal customer.
Save the Pitch for Last
The worst thing to do with Gen Z is to sell, sell, sell right out of the gate. Instead of leading with a hard sell, focus on delivering a powerful, dynamic experience and cultivating a meaningful relationship. By the time you reach the selling phase, the groundwork laid by experiential marketing and personalized engagement often negates the need for aggressive selling strategies. Prioritize understanding your customers, anticipate their needs, and your products will sell themselves.
Gen Z places a high value on accountability. To fulfill these standards, brands should embrace transparency, admit mistakes when they occur, and take swift corrective action. Engaging with stakeholders from diverse backgrounds and integrating customer service teams across all channels will help foster trust and demonstrate a commitment to accountability.
Build Meaningful Partnerships
Collaboration is vital to resonating with Gen Z. Forge partnerships with other like-minded brands, industry thought leaders, and social media influencers. Consider sponsorship opportunities as powerful ways to align your brand with causes and values that are important to your audience. To learn how to build impactful partnerships, read our blog: Sponsorship Prospectus: Template, Example, and How To Write.
Partner with an Expert
It can be challenging to keep up with the needs and preferences of all your audience segments, much less entire generations. To simplify your marketing approach, consider partnering with an expert.
Hamilton is an event marketing agency with a 75-year legacy in creating immersive brand experiences for companies throughout North America and worldwide. We design, produce, and execute integrated experiences – events, environments, exhibits, and digital solutions – that drive meaningful connections between your brand and your audience.
To effectively market to any generation, contact us today!