It’s little wonder that top marketing teams get paid a lot for what they do, almost as much as some senior staff members. Especially in a modern business, the marketing department is one of the most futuristic, and wherever the future is being pondered in a business, you can expect great minds and plenty of funding. Marketing departments need to think about the future because, the circle of life matters, and has a direct impact on the ability to stay alive and well in terms of business. The older generation of consumers pass away, and now, you have to build up a whole new relationship with the younger generation that is coming through and making their own buying decisions. One cannot purely rely on competitive pricing, discounts and even trying to link their name to a large event. Although you are seen, you’re not making a cultural impact, which is how the youth interact with businesses these days. You need to show you understand their needs, how they might use your products and services and why you should matter in their daily lives. If you can do this, your business will secure a new wave of consumers who will be your core customers for the foreseeable future.
Utilize relevant stardom
Celebrity culture hasn’t gotten any less powerful, in fact you could say that it’s now more influential than ever. Young consumers are on their smartphones constantly, consuming entertainment content and interacting with each other in real-time in social media. When their favorite stars are in the news, there’s a lot of activity and communication about what they did or what happened to them. Celebrities have a certain magic about them that businesses can use to their advantage. By connecting their face and persona with your products and services, you can bridge the gap between the youthful consumers that look up to them and trust them to be some kind of guide in their lives.
However, don’t try to make the star into something they’re not. Before you hire a star, you need to pin down why they are unique and how their talent or public image can be best used for promoting your business. Make sure that the appeal of the star and your business values meet in calm cohesion. For example, Daniel Craig plays many suave characters including James Bond. Transfering that gentlemanly debonair personality to something high-class and refined such as a luxury sports car, an aftershave or expensive watch, makes sense. This is how you can retain image consistency. Use the celebrity for what they’re known for and link you have to offer consumers in the same fashion.
Go to their events
Business owners of all kinds are familiar with the challenges of havings stands at exhibitions, and professionally interacting with other business owners at industry conferences. However, the younger generation isn’t going to be going to these sorts of events in their droves. For a modern business to capture, modern consumers, you have to adapt to their way of life. In short, go to them and don’t want for their interests to eventually bring them to you. Go to events that are popular to the young, such as music concerts, seasonal festivals, a specific ‘Con event, social media gatherings, etc.
At these events you will be surrounded by thousands of people, that are all trying to go around and be the first in lines and interact with other businesses that are present. So, it would be helpful to have some kind of beacon that would make your stand, able to be seen from all across the event. It would be even better if this beacon could be the mascot or logo of your business. Luckily, that is entirely possible as large inflatable animals ranging from 2 meters to 8 meters tall, can be bought for this specific role. They can be suspended from something, such as a ceiling, be ground based, flying or even water based. The inflatable animals will be designed to look exactly like your mascot or logo, as intricate shapes and colors are not a problem to produce. Whether it’s PVC or nylon, the materials used are chosen as they have some resistance to sharp objects and can easily stretch to ensure any damage is limited.
Involve them in change
The younger generation are more involved in social campaigns and political discussion than the previous generations. Millennials are the current largest consumer, but generation Z are soon going to be entering into the workforce and able to be customers also. It would be useful for your business, to utilize the sentiments of change. For example, generation Z is leaning toward the high in conscientiousness side, which is in the spectrum of being a conservative. They inherently approach something from a philosophical and logical problem-solving perspective. If you can involve them in a conversation about workplace attitudes and explain the reasoning behind your product and service creation, you’re involving them on a level that they are more likely to garner a positive response to.
For example, you can create a survey, and spread it all over social media using a hashtag. It should be targeted toward youngsters so the questions should be very age-specific; keep them short and sweet. Make it clear that whichever viewpoint is most voted for, will be incorporated into the next product and or service. This gives the gen Z a chance to be a part of your business without actually having power over you. It also, introduces them to your business and gives them the impression that you want and care about their opinions and feedback. They in turn, get a chance to enact some kind of real tangible change in a company.
Don’t wait for them to come to you, go to where they are. The younger generation is going to events and shows that they like and not worrying about business exhibitions and conferences. Bring a beacon with you to let everyone in the event you attend know, of your presence. Celebrity culture is hotter than ever, thanks to social media. Seek to hire a star that fits your business values and your influential power will increase substantially.