Generation Z - How to own the market
Following on from last weeks discussion on Generation Z, we at Seed Marketing have come up with 4 top tips that you can use to crack the Gen Z market.
4 Tips for successfully marketing to Gen Z
1. Let them optimize
This generation are adept at finding ways to squeeze every last drop out of each moment. Allowing this audience to optimize, customize and tailor your content (and products) to work more efficiently for them helps form a stronger bond with your brand.
A current trend for ‘Life Hacks’ (where people share a tip or trick to make life more efficient.) was recently jumped on by Virgin Broadband who created their own shortlist of ‘Student life hacks’ that was hugely popular amongst this audience.
2. Let them rule
Similar to the tendency to optimize, Gen Z want to utilize the resources available to their maximum potential to aid self-development and expression. Let them demonstrate an informed opinion on their own. Whereas previous generations would have asked their Dad how to fix their bike, this generation asks YouTube.
Earlier this year Seed helped MTV deliver their ‘Student of the Year’ campaign which allowed students to put themselves in the running for a summer placement, mentoring support plus some nice ego-perks. This was hugely successful as it tapped into the audiences drive for self-sufficiency and empowerment whilst also recognising their cultural and economic context.
3. Let them filter
Reputation and online identity are key for Gen Z. This audience like to share and have a bigger voice and reach than any other, however what they share has to be authentic. Brands should make content personalized, bite sized and more frequent.
Right now your customer has a bigger voice than ever – use it! A great way to do this is through a brand ambassador campaign: right now Seed are working with music streaming giants Spotify on a new and innovative BAC which allows students to manage the campaign their own way, recruiting teams of fellow students and broadcasting the brand within their uni!
Yahoo omg! has found the sweet spot of engagement; they interact back with their readers, following them and build mutual respect.
Playful language
Down to earth
Offer a light-hearted perspective on celeb gossip
‘Like talking to friends’
The opposite of corporate
Obviously though, the brand must still talk the talk.
Every message must be authentic and engaging with consistent content created through all brand channels. Content needs to be both relevant and insightful – 47% of Gen Z say that good content helps them become more knowledgeable.
4. Listening and evolving
Technology and media is changing quickly and Gen Z are driving it. You need to constantly watch how youth are using these new technologies in order to target them effectively.
Whether this is through your ambassador program, grad scheme or intern programs– these guys need to be listened to when designing your strategy
Seed Marketing – Experts in Gen Z
Here at Seed, our network of 10,000 student ambassadors, in-depth understanding of the youth market plus proprietary online management and amplification tools, which make us the go-to agency for anyone looking to crack the Gen Z market. Drop us a line at [email protected] or give us a call on 0207 8494517.