Despite the assumption that today’s consumers interact little and spend lots of time online, in actuality, they do love meeting new people and enjoying their leisure time away from their computers. Webinarcare says that event marketing is the way that 79% of US marketers bring in sales. If consumers were not leaving their homes, then this would not be possible.
Today’s youngsters- mainly Gen Zs- are highly social animals. Whilst technology is at the heart of their existence, they also like meeting people and building connections. LinkedIn says that Gen Zs are actually bringing back the focus on ‘Me Time’ and stepping outside their homes for self-care and entertainment more so than the millennials. As a result, they are taking up hobbies and engaging with the great outdoors. This is perfect for marketers who can easily design a memorable experience to be enjoyed by such active and adventurous souls.
Marketing genius to the fore!
Location is everything. Your outdoor event should be at the right place at the right time. If you’ve set up an event booth outside a fitness symposium to sell the latest pair of exercise shoes, you will obviously see more success than if you had set up at a fun fair. Furthermore, create the atmosphere to draw your target audience. Music, celebrities, and LED screens can all work wonders in piquing customer interest.
Experts say that the key to making outdoor events work is to make them attractive from afar but to keep the message simple. The world is full of advertising clutter, so clarity is of paramount importance. However, as stated before, don’t be afraid to get creative and use signage that creates a bigger visual experience such as 3D signage and LED lights. You want your audience to take a second look at your event booth rather than just walk on by.
Once you’ve got their attention, the next step is to rise up to the challenge by being ready to inform and build relationships. Today’s youngsters are busy- they are busier than millennials were at their age. They will not stand around waiting for someone to talk to them, so ensure that your marketing team is ready and waiting with their flyers, gadgets and whatever it is that they have up their sleeve to grab the attention of their customers. Create a fun, group experience at your event. It is no secret that young people hang out in cliques and groups. Ensure that your event experience is one that they can participate in, together.
And if you want to go all out, consider 3D experiences and holograms. These are the new experiences that create total immersion and excitement because consumers get to try out products and provide feedback based on their needs.
What makes them tick
Gen Z is driven by technology and has shorter attention spans. So, if you want to make waves with them, video content at your event will do the trick. However, it should be short and snappy. Pull out all the stops, with graphics, music, and effective content. Make it a digitally immersive experience. Gen Z is creative and intelligent, and they will likely respond more to events that demonstrate respect for these values.
Make your event exclusive- they need to have a reason to attend yours and not another brand’s. For instance, if you are a particular brand of beverage and it is the month of October when Oktoberfest happens, you’d want to differentiate from other similar Oktoberfest events, by having it endorsed by the most sought-after celebrities and influencers and by showcasing the best entertainment for the night. Make a Spotify music list that can be accessed via a QR Code to get the party started. Also remember that Gen Z has a large online presence, so coupling your event with intensive social media campaigns that also highlight its exclusivity will help to propel interest.
Along with the changing world and its focus on innovation, Gen Z is also that demographic that continues to fight hard for sustainability and social responsibility. If your event highlights a cause where the proceeds will be channelled towards the underprivileged, the saving of the planet or preserving indigenous communities, that’s where your target audience will meet you halfway. Market the cause well enough, and your brand will come to be associated with goodwill and community concern. And don’t just do it because the sales numbers are important. Do it because your brand can genuinely make a difference and care about the greater world. If your motives are authentic it will show.
Insta-fun!
An event has to be Instagrammable; that’s just how Gen Z works. If an outdoor event has creative backdrops, shared spaces and digital experiences, attendees are sure to make it go viral. Create that space where they are drawn to share with their friends and family. Your physical event’s success can be measured by how far it makes it online. The memories made will be the ‘wow’ factor that takes your brand forward with Gen Z.
Take it up a notch and plan a hybrid event that paves the way for more attendance both physically and virtually. Not only will it reduce costs connected with space but you can also maximize coverage.
So, the takeaways with Gen Z are, go visual, go digital and go strong. They will never do anything halfway; you shouldn’t either!
(Anouk De Silva)