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- AQ #37: Marketing to Gen Z (Part-2): Proven strategies to win over Gen Z❣️
AQ #37: Marketing to Gen Z (Part-2): Proven strategies to win over Gen Z❣️
Powerful modern marketing strategies to appeal to and to market to the first truly digital-born generation.
Ritu Jhajharia
April 18, 2024
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I can’t believe, just when I was enjoying the beauty of the Spring, Summer is already here. I’m writing to you while bathing in my own sweat as I endure the heatwave sweeping across Mumbai, my city of residence.
But there is at least one silver lining.
With summer, comes the season of my favorite fruit - Mango. And out come our pretty summer dresses. So it’s not all that bad, especially once I crank up my air conditioner.
So without further ado, let’s beat the heat with some cool strategies to win over Gen Z.
In our previous edition, we laid the groundwork, decoding the DNA of Gen Z—the first generation truly born into the digital age. Now, we dive deeper into the toolbox, unveiling effective modern marketing strategies to not just reach to, but truly connect with the first truly digital-born generation.
In this edition, we unveil the first 7 strategies that are reshaping the marketing landscape for Gen Z.
Table of Contents
As you immerse yourself in these actionable tactics, remember that this is just the beginning. There are 7 more strategies awaiting you in the next edition (Part 3), and then finally 6 more strategies to complete this mini-series in Part 4.
So mark your calendars and get ready to dive deeper into the world of Gen Z marketing brilliance.
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1. Limited Edition Drops and Exclusive Releases
The magic of a limited release is that it's like a surprise party that only a few people are invited to.
Gen Z craves the exclusive, the unique, the unattainable, and above all the thrill of the hunt.
Enter the realm of limited edition drops and exclusive releases—a strategy that not only sparks immediate desire but also cultivates a sense of urgency.
Brands capitalize on this by releasing limited edition products or exclusive drops, creating a sense of urgency and FOMO (Fear of Missing Out) among consumers.
According to a recent report by Deloitte, exclusive releases can increase brand loyalty by up to 25%.
Supreme, the iconic streetwear brand, has mastered the art of limited edition drops. Every Thursday, they release a small batch of new products, which sell out within minutes.
Take, another instance, the collaboration between luxury fashion brand Louis Vuitton and streetwear icon Supreme. The release of their limited edition collection caused a frenzy, with items selling out in mere minutes.
This strategy not only generates buzz and excitement but also cultivates a dedicated community of loyal fans who eagerly await each drop.
Swifties (a moniker for Taylor Swift fans, in case you were wondering) know it all too well (if you know you know, just saying). You can read all about how Taylor Swift does it in my most loved article so far.
In order to be irreplaceable, one must always be different.
2. Crowdsourcing Ideas and Co-Creation
Your customers can tell you where your business stinks. You just have to listen.
Inviting Gen Z to the drawing board isn't just about getting their input—it's about making them co-creators of the brand experience.
Empowering Gen Z to become active participants in the brand's evolution by soliciting their ideas, feedback, and creativity fosters a sense of ownership and connection.
Look no further than Starbucks' My Starbucks Idea platform, where customers submit suggestions for new products, improvements, and experiences.
This not only fosters a sense of ownership among customers but also generates invaluable insights.
Research by PwC reveals that 73% of Gen Z expects brands to listen to their feedback.
LEGO Ideas is a prime example of crowdsourcing innovation. They invite fans to submit ideas for new LEGO sets, which are then voted on by the community. Winning designs are turned into official sets, with credit given to the creators.
This not only engages fans but also ensures that LEGO stays at the forefront of creativity and innovation.
3. Subculture and Trend Identification
If you're not interested in culture, you're not interested in advertising.
Cracking the code of Gen Z's subcultures and trends isn't just about staying relevant—it's about speaking their language fluently.
Consider delving deep into emerging subcultures, trends, and memes that resonate with Gen Z. Brands that authentically incorporate these elements into their marketing can create powerful connections.
A recent study by Youth Marketing Connection found that 68% of Gen Z prefer brands that understand their subculture.
Vans, the iconic skateboarding brand, has a keen eye for subcultures. By tapping into skate culture, collaborating with pro skaters and sponsoring events like the Vans Warped Tour, Vans solidified its status as a brand synonymous with authenticity and rebellion.
They also partnered with Thrasher, a leading skateboarding magazine, to create a collection of shoes and apparel featuring Thrasher's iconic flame logo.
This deep dive into subcultures isn't just about sales—it's about building a tribe.
Don't find customers for your products, find products for your customers.
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4. Subscription and Membership Models
In a world of endless choices, subscription and membership models offer a beacon of simplicity and exclusivity.
Offering subscription-based services or exclusive memberships with perks, discounts, and personalized experiences creates a sense of loyalty and ongoing engagement.
Research by McKinsey & Company shows that subscription e-commerce has grown by more than 100% per year over the past five years.
Amazon Prime is the gold standard in subscription models. For a monthly fee, members enjoy free shipping, exclusive deals, access to streaming content, and more. This not only incentivizes repeat purchases but also creates a devoted base of customers who see the value in the membership.
We see our customers as invited guests to a party, and we are the hosts.
5. Emotional Storytelling
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
For Gen Z, it's not just about products—it's also about the stories behind them.
Crafting compelling narratives that evoke emotions and connect with the values and aspirations of Gen Z goes beyond product features to create a deeper, more meaningful brand story.
According to a study by Google, 65% of Gen Z say that online video in storytelling format have helped them learn more about brands.
Brands like AirBnB have mastered the art of emotional storytelling, showcasing real-life experiences of hosts and guests. This emotional resonance creates a deep connection that goes beyond transactions.
Nike's Dream Crazy campaign featuring Colin Kaepernick is a powerful example of emotional storytelling. By taking a stand on social justice and perseverance, Nike sparked conversations and inspired a generation.
The campaign not only resonated with Gen Z's values of activism but also drove a significant increase in brand favorability.
Tell the truth, but make it fascinating.
6. Community-Centered Experiences
Succeeding in business is all about making connections.
In this digital age, community isn't just a place—it's an experience.
Creating opportunities for Gen Z to come together, both online and offline, to share experiences, connecting with like-minded individuals, and building a sense of belonging around the brand goes a long way in business success in modern times.
A recent survey by HubSpot found that 72% of Gen Z prefer brands that support social causes.
Brands like Sephora have transformed their stores into hubs of community engagement, hosting beauty classes, events, and meetups. This sense of belonging not only fosters loyalty but also turns customers into brand advocates.
Another brand from the same category, Glossier's Glossier Friends community is also a shining example of community-centered marketing. They host meetups, workshops, and online forums where fans can share beauty tips, product recommendations, and stories.
This not only fosters a sense of community but also turns customers into brand advocates.
The time is always right to do what is right.
For Gen Z, purpose is paramount.
Brands that take a stand on social and environmental issues not only earn respect but also loyalty.
Aligning the brand with social causes and activism that resonate with Gen Z's values of equality, sustainability, and social justice demonstrates a commitment to making a positive impact on the world.
A recent study by Cone Communications found that 87% of Gen Z believe that businesses should address urgent social and environmental issues.
Patagonia's Vote the Environment campaign encouraged citizens to vote for candidates who prioritize environmental issues. They closed their stores on Election Day to encourage employees and customers to vote.
This activism not only reflects Patagonia's values but also resonates strongly with environmentally conscious Gen Z consumers.
Wrapping Up
In a world where every interaction is a story waiting to be told, make yours unforgettable.
Today, we've unveiled the first 7 powerful and proven strategies that can propel your marketing efforts to new heights with Gen Z. From exclusive drops to emotional storytelling, each strategy is a testament to the innovation and creativity shaping modern marketing.
Stay tuned for our next installment, where we unveil 7 more innovative tactics to inspire, engage, and captivate Gen Z like never before.
Until then, keep innovating, stay authentic, and forge lasting connections
In the next edition - Marketing to Gen Z - Part 3
What topics would you want to see here?
Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.
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