Millennial Who? Marketers Move on to Generation Z

Millennial Who? Marketers Move on to Generation Z

In the past few years, many businesses have focused their marketing efforts on reaching the millennial generation. Today, the youngest millennials are finally entering the workforce making way for the next generation of influencers, Generation Z (Gen Z). According to Forbes, Gen Z is typically defined as those born between the years of 1996 and 2010. Gen Zs and millennials might share commonalities, but don’t let that fool you into thinking Gen Zs will respond to the same type of marketing. If you want to capture the attention of this influential generation, it’s important to understand their lifestyle. Here’s a look at what makes Gen Zs different and what these differences mean for your marketing strategy.

The digital world is their world

Gen Z is the first generation to grow up completely immersed in a digital environment. Having never lived in a world without the internet, connecting and engaging through digital media is not necessarily a conscious decision, but more so a part of this generation’s culture. As a result, studies have found that Gen Z is spending more time on their phones using social media apps than any other generation. Additionally, Gen Z tends to gravitate more toward video content, with 81 percent watching more than one hour of online video per day.

Take advantage of Gen Z’s mobile and social attachment by increasing your social media marketing and telling your message through video. These digital-first thinkers are available to see your ads at any given moment on their mobile devices. With social media marketing, you can target mobile users by interests, habits, age, and location to help drive Gen Zs into your local business.

They do their research

Gen Zs digital penchant might lead you to believe that they also prefer a digital shopping experience, but research shows that’s not the case. According to a study by the National Retail Federation (NRF), 67 percent of Gen Zs shop in brick-and-mortar stores most of the time, with another 31 percent shopping in-store sometimes, which indicates 97 percent of this cohort shop in brick-and-mortar stores at least some of the time. Once a Gen Z decides to visit your store, what sets them apart from other generations is how well-informed they are about the items they plan to purchase. According to IBM, 98 percent of Gen Zs know exactly what they’re looking for when they walk into a store. For Gen Zs, the decision-making process begins with online research where they look at cost, quality and user reviews. When it’s time to buy, the Gen Z shopper already knows what item they want and where they can find it.

If your goal is to attract Gen Z shoppers to your business, you’ll need to capture their attention while they’re still in the online research phase of the purchase cycle and the best way to do that is by grabbing their attention with video. Because Gen Zs spend more time conducting online research, it’s important to provide them with as much information as possible about your business’s products and services online. In addition to written descriptions and images, including informative videos on your business’s website and social media pages will help Gen Zs discover the features and benefits of using your products.

They’re more fiscally conservative

This is where Gen Zs and millennials really differ. According to Goldman Sachs, Gen Zs are acutely focused on the financial consequences of their decisions, which is a far cry from the millennial mentality to “follow your dreams at all costs.” Evidence of these opposing ideologies is also seen in generational definitions of success. According to the Cassandra Report, 66 percent of Gen Zs believe that having “a lot of money” is evidence of success, while only 44 percent of millennials believe the same (Goldman Sachs). Lincoln Financial Group’s survey found that Gen Z is saving much earlier than previous generations, with 60% already having savings accounts. The same survey revealed this generation’s top three priorities: getting a job, finishing college, and safeguarding money for the future.

The fiscally conservative nature and age of Gen Zs make them far less likely to do things like watch cable TV and listen to satellite radio. Instead, you’ll find Gen Zs streaming their favorite music, movies, and TV shows through sites like Hulu and devices like Chromecast and Amazon’s Fire TV Stick. To reach Gen Zs on these devices and sites, you can use OTT (over the top television) advertising. With OTT, your business’s video or commercial is sent through streamed media channels, rather than television cable network, enabling you to reach a massive new audience of people. Advertising your message through streaming devices comes with added targeting you won’t find with television. You can target OTT ads by user demographics, interest categories, and more, helping you reach Gen Z where they like to be.

Marketing Tips for Home and Holiday Retailers

Marketing Tips for Home and Holiday Retailers

Fourth Quarter is Just Around the Corner. Are You Ready?

For businesses in the home and holiday markets, July is truly the calm before the storm. While home décor and holiday sales are traditionally very slow in July and August, September heralds the return of the hordes of eager shoppers. They’re ready to outfit their home for the cold weather and make this the best holiday season ever.  

It’s no secret that fourth quarter can make or break a home fashion or holiday business. It makes sense to start planning your fourth quarter marketing strategies early. We can help.

The Goal is Top-of-Mind Awareness

When you think of phones, which brands come to mind? When you’re considering a new vehicle, which brands do you look at first? The brands that popped into your head have top-of-mind awareness with you. They are the brands you think of first when you think of that category.

Top-of-mind awareness is one of the most powerful marketing goal. Think of your best customers today. They come to your store often. They don’t complain (much) about price. They’re loyal. You have already achieved top-of-mind awareness with those people. Wouldn’t it be great if you could create the same kind of awareness with hundreds, even thousands, of new customers? This Fall your business goals should go beyond creating awareness. You want to create top-of-mind awareness.

Here in Lancaster County LNP Media Group offers a variety of ways to create top-of-mind awareness. We all know newspaper offers a highly visual medium. But did you know that LNP readers tend to be 40+ homeowners with families and above average income? For many home and holiday marketers, that’s the sweet spot.Lancaster County Consumer Advertising

That’s why, every Fall, LNP Media Group creates special Fall home sections developed to engage homeowners looking for ways to make this season the best one ever. Contact us to discover all the ways these special advertising opportunities can help your home and holiday business.

Combine the Reach of Print with the Laser-Focus of Digital

Nothing beats LNP for creating brand awareness, but if you want to combine your awareness campaign with super-targeted digital ads, we’ve got some great tools to help drive traffic into your door at the right time. LNP Media Group offers geo-fencing, a relatively new technology that pushes your ads out to customers’ mobile devices when they’re close to your store. That means they’re g
oing to be reminded of your business when they’re already in the neighborhood.

We also help businesses create special promotional landing pages, social and internet ads and help push those ads out to the targeted audiences that are most likely to purchase your goods. Be sure to contact us so our team can explain all the exciting digital options to your business.

Promotional Marketing

Even the most loyal customer needs an occasional push to get them to shop at your business. Break through shopping apathy with exciting promotions and sales. While nothing moves people to action like super low prices, if you want to maintain margins, you may want to consider fun, thematic promotions that pique curiosity and encourage foot traffic. It requires your business to think creatively and get a little less predictable. Have a sale on everything orange. Run a scratch and win promotion. Unveil new merchandise at an invitation-only event.

And then promote it creatively with things like digital landing pages, social media ads and geo-fenced mobile ads. Fourth quarter is a time to make big, bold moves, so be creative and try moving outside of your comfort zone.

We’re Ready to Rock the Fourth Quarter

LNP Media Group is continually growing and adding new, exciting technologies to our suite of marketing and media products. If you have talked to us lately, fourth quarter is the time to get reacquainted. Give us a call and we’ll help you make this your best fourth quarter ever.

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.
LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.