December 18, 2017
There’s been plenty of talk about how marketers should adjust their marketing strategies in order to reach Millennial consumers, but what about the next generation? Generation Z, which consists of people who were born between 1996 and 2010, currently influence about $44 billion of family spending every year. Although many marketers see Millennials as the dominant generation now, Generation Z is expected to account for 40% of the world’s consumers by the year 2020. For this reason, it’s important for marketers to understand how they can market to this generation as well.
One way to engage with this audience is through an experiential marketing event. Here’s why this marketing tactic is so effective with this generation of consumers:
Generation Z responds well to brands that are authentic, and there’s no better way to establish a genuine connection with consumers than by hosting an experiential marketing event. At this type of event, Generation Z will have an opportunity to speak one-on-one with brand ambassadors that represent your company. A well-trained team of brand ambassadors will know how to connect with guests at the event and create a genuine relationship with them, which is why this marketing tactic is so effective.
Make sure you choose brand ambassadors that Generation Z can relate to if you want to build an authentic relationship with them. Choose younger men and women with approachable and friendly personalities that will instantly click with people from this generation.
The consumers that make up Generation Z have never known a life without the Internet, which means they are more attached to it than any other generation. Other generations may use the web to find information or entertain themselves, but many people in Generation Z are more concerned with building their personal brands. This is a generation that has witnessed people on YouTube and Instagram become rich and famous simply by posting photos and videos of themselves. Even if they don’t want to be a social media star, they still feel the need to brand themselves on their social media pages.
At an experiential marketing event, guests have the opportunity to take photos and videos that can be shared on social media. These photos and videos can be used to help Generation Z build their personal brands on social media, which is another reason why these events are an effective way to reach this generation.
But, this isn’t the only reason why the opportunity to create shareable content at an experiential marketing event is appealing to Generation Z consumers. People in this generation also love attending experiential marketing events because it gives them the opportunity to brag about their experience on social media. For example, if they had the opportunity to attend an exclusive product launch or fashion show, they will want to share this experience with their followers so they can brag about being there. They do this by taking photos and videos at the event and posting them on social media.
As previously mentioned, many people consider Generation Z to be the most tech-savvy generation because they have lived with advanced technology for their entire lives. As a result, they are more open to trying new technologies. Brands that incorporate innovative technologies into their experiential marketing event are able to grab Generation Z’s attention and get them through the door. For example, most people don’t have access to a virtual reality or augmented reality headset, so this is something that would draw younger guests into your event. Being able to use this technology would be a memorable experience for them, which means your event would be a success.
If you want to appeal to tech-savvy Generation Z consumers, be sure to incorporate new and exciting technologies. Research what other events have taken place in the area before you plan yours. If there were three other recent events that all had virtual reality demonstrations, the Generation Z consumers in that area are probably no longer intrigued by the idea of getting to try this technology. Remember, this generation has a short attention span, so they will get bored and move on quickly.
Because Generation Z consumers grew up fully immersed in the digital world, they did not have as much face-to-face interaction with their peers as other generations did. For this reason, many Generation Z consumers love experiential marketing events because it gives them the opportunity to mix and mingle with other people just like them. Traditional advertising does not give Generation Z the opportunity to have face-to-face interactions with their peers, so this is why experiential marketing is typically more effective.
In the past, brands were able to launch giveaways or sweepstakes that ran for several weeks or months before a winner was finally announced. But, this type of marketing will not work with Generation Z consumers since they demand instant gratification. Don’t expect these consumers to wait for a prize to come in the mail or to save up loyalty points in order to earn rewards—they want the reward now.
Fortunately, brands can give them what they want right away at an experiential marketing event. Contests, giveaways, and other promotions can all take place right then and there so Generation Z does not have to wait to be rewarded if they win. Keep this need for instant gratification in mind when planning your next experiential marketing event.
Are you interested in planning an experiential marketing event targeted at Generation Z consumers? If so, contact the team of creative experts at Factory 360 today. Schedule a free consultation so we can learn what you hope to accomplish with your next experiential marketing event—and how we can help!