Experiential Mobile Tours: How to Connect with Gen Z
Generation Z, like Millennials, are a tough demographic when it comes to marketing and are presenting new and unique challenges for brands across the board. Having grown up in a world immersed in technology, Gen Z consume more media than ever before, meaning they are less than impressed with traditional marketing strategies. Gen Z crave authentic brand experiences, typically favoring brands that provide face-to-face interactions, discussions, and connections before offering up their loyalty.
To build real relationships with Gen Z consumers, many brands have found success through experiential marketing tours. Here are few tips on how to tailor your brand experience towards this generation and create long lasting connections.
Shareability: Gen Z has never known a world without the internet and are the most social media savvy demographic. When planning your experiential events, you’ll want to create unique, exciting and shareable experiences that Gen Z can’t help but snap and share photos and videos of. Not only will they value and enjoy the aesthetic of your events, but you can also increase brand awareness by breaking through to consumers’ personal feeds. Include social media kiosks or photo booths, provide visually appealing elements and interactives, create a unique hashtag, etc. There is a never-ending list of approaches to creating a shareable experience that Gen Z will approve of.
Transparency: When creating your experiential mobile tour, you’ll want to present your brand and products in an authentic and honest way. Gen Z does their research and will be the first to call you out if they sense you’re being inauthentic, unoriginal or misrepresenting your brand. Be totally transparent and allow for honest discussions about your brand history, story, process and more. Gen Z will appreciate the opportunity to learn the ins and outs of your brand and products and will be more inclined to offer up their loyalty.
Responsibility: Gen Z places a high importance on making the world a better place, meaning they want to align themselves with brands that care about the issues that matter to them. Brands need to be aware of what this generation cares about and incorporate these causes into their experiential events. Your mobile tour should not only focus on benefiting your brand but should also show your commitment to giving back. Gen Z will not only respect your brand more, but this can also lead to more impactful connections and even help get them involved in the cause.
