Marketing To Gen Z | Tips and Strategies to Appeal to Generation Z
Welcome Millennials and Gen X-ers – the generations that grew up with Disco, The Breakfast Club, and Payphones but still have no idea what ‘cheugy’ means.
This blog is for you.
Growth and evolution go hand in hand, especially in marketing. Thus, every brand needs to understand how to appeal to perhaps the most elusive generation to date; Generation Z.
With strong opinions, a vast amount of different interests, and a deep quest for social justice, Generation Z can be a tough market. But don’t worry; in this guide, we will go over who Gen Z is and our top strategies to gain their support.
Who is Gen Z?
Gen Z is the most unprecedented generation to date. Born between 1997 and 2012, these ‘zoomers,’ as often referred to, have been raised by the internet and Disney Channel, allowing them to be independent thinkers and tech-savvy individuals.
Despite what previous generations have to say, Gen Zers are not ‘lazy’ or ‘entitled.’ In fact, they are on track to be the most entrepreneurial and educated generation in America. Historically, they are also the most racially diverse, as only 52% are non-Hispanic white, which is significantly lower than statistics reported in 2002 (61%).
Even though they have a lot of similarities to Millenials (people born between 1981 -1996), they stand out in many major categories. For example, Gen Z is more practical and self-focused than the idealistic, community-oriented Millennials. Additionally, Gen Z is more likely to be politically engaged than Millennials, with a greater emphasis on activism and social change (more on this later).
So, how do you appeal to Gen Z? Let’s get into it.
Tap Into Influencer Marketing
Influencer marketing is the newest wave of marketing that has quickly become one of the most successful. What started on Youtube with OG influencers like Jackie Aina and PewDiePie, has slid over to platforms like Instagram and TikTok.
About 62% of Gen Z make purchases through social media. Social media purchases are so powerful that there’s even a trend on Tiktok where content creators show things “TikTok made them buy”. Gen Z is nothing if not self-aware.
This effective mode of ethos even translates to the Tourism and Adventure Activities Industry. Forbes reported that “Millennials and Generation Z are more likely to pick a travel destination and activities based on what their peers share online over branded travel ads.”
But how can you apply influencer marketing to your business? Glad you asked.
While macro-influencers like Emma Chamberlain and Charli D’Amelio may be a bit out of budget and, quite frankly, hard to reach, there are plenty of micro-influencers who may be easier to work with. We recommend contacting your local niche micro-influencers in your area first. But remember, just because they have a nice-sized following doesn’t mean they are the right fit for your business. Be sure to assess aspects such as their values and current audience before implementing them in your campaign.
Start Practicing Those TikTok Dances
We are kidding. Kinda.
There’s absolutely no way around it. If you want to appeal to Gen Z, you will need to join the other 1.4 Billion users on TikTok. It is estimated that Gen Z and Millennials spend an average of 24-48 hours a month on the formally Musical.ly platform.
While you don’t have to stay up to date with the latest dance trends (though it’s hard not to), video content is the best form of media to capture Gen Zers, especially short-form video content. This is because this generation wants information, and they want it fast. We know video content can be overwhelming to try to navigate. If you are not sure where to even begin, get in contact with us. We’d love to discuss and strategize a social media plan that will work for your organization.
To Talk The Talk, You Gotta Walk The Walk
To reach someone, you’ve got to be able to speak their language. Or at least know key phrases like “please and thank you” and “where’s the bathroom.” Nevertheless, with everything regarding Gen Z, authenticity is crucial. They can spot a fake quickly, so don’t jump the gun and start utilizing random words you don’t understand.
We encourage you to study your audience as best you can; we guarantee you’ll catch the lingo over time. But perhaps the best way to speak Gen Z is to hire someone who’s fluent. Consider hiring a Gen Z marketer who can likely help you “big slay.”
Allyship Over Performative Activism
If you take nothing else from this post (which we sure hope isn’t the case), please listen, and listen closely. At their core, Gen Zers are “self-driver [s] who deeply care about others, strive for a diverse community, [and] are highly collaborative and social, valu[ing] flexibility, relevance, authenticity” (Standford). Meaning they value allyship over performative activism. This generation cares about social issues ranging from climate control to gun reform and everything in between. They want to align themselves with brands that care about the world as they do and are quick to block organizations that fail to make a stance or are tone-deaf. To avoid having to crawl out of the pits of cancel culture, make sure to always be authentic. We go a bit further into depth on this in one of our latest whitepapers, which you can download for free, so be sure to check it out.
And That’s A Wrap
Gen Z is a diverse and socially conscious generation that values authenticity, inclusivity, and individuality. So, the best way to reach them is to, overall, try to relate to them as humans. By adapting your strategies to the preferences and needs of this generation, you’ll capture their attention in no time. At AAMP, we are a full-service marketing agency dedicated to helping you and your business grow. We aim to boost the foot traffic to your establishment, and we have the expertise to achieve it. Our team aims to promote your brand by devising tailored marketing strategies, crafting a website that generates leads effortlessly, and providing a range of additional services. We are committed to narrating your unique story to attract potential customers. If you are ready to take your business to the next level, we’d love to chat– we’ll even send you some sweet swag for investing your time with us!
Did you know that mobile devices make up two-thirds of all web usage? With the rapid advancement of smartphone technology, surfing the web on your cell is becoming more and more commonplace than doing so on a desktop. But what does that mean for you and your tourism business? It means that in order to amplify your visibility and to start reaching your clients on the devices they use, it’s imperative your company start shifting more focus onto the quality of your customers’ mobile experience.
For business owners, the goal is to always create an excellent user experience. A first-rate online user experience often leads to lower bounce rates and stronger customer loyalty, while a negative experience can easily turn off otherwise interested customers. Components such as slow loading speed, difficulty navigating or finding information, and unresponsiveness are all factors that are oftentimes neglected when thinking about a site’s mobile experience. Could you unknowingly be turning away potential clients simply because of how your mobile site is built?
Here are 8 reasons why you should invest in making your tourism website more mobile friendly:
1) Google likes mobile friendly content.
As the most popular search engine in the world, Google knows that most people use their smartphones and other mobile devices to look up their day-to-day information, and will prioritize its search results to match the needs of the user. Optimizing your tourism website and formatting your content to be more mobile friendly will improve your SEO, and in turn, may cause your website to rank higher – expanding your visibility and widening your potential audience.
2) A well-built mobile website helps to build trust.
Approximately 57% of online users won’t recommend a business with a poorly designed mobile website. Making your tourism website more mobile friendly will help to increase your brand’s credibility with new customers and to further legitimize your brand.
3) It makes it easier than ever for potential customers to contact you.
There are many studies that prove convenience impacts consumer behavior. Today, consumers’ lives are busier than ever. Due to this, 83% of participants in a recent study decided convenience was more important now than it was five years ago when considering which companies to give their business to.
People tend to pursue the option that will save them time and effort, meaning the more convenient it is for customers to contact you, the more likely they are to do it. Why miss out on this simple way to improve your lead generation?
4) It will give you a competitive edge.
It’s easy to put off making your website more mobile friendly, but consider this – chances are your top competitors have already made their website mobile friendly. And as we just discussed, new customers have a tendency to choose the more convenient option. If it’s easier to book a rental, contact a representative, or find more information on your competitor’s mobile site than it is on your own, you may lose out on that client even if you provide the better service. Don’t give your competitors the advantage – make the wise choice and give your business an equal chance.
5) It may help increase your sales.
With each passing year, more and more consumers are relying on their smartphones to perform everyday tasks, such as communicating, socializing, and, of course, shopping. Did you know about 79% of smartphone users have made a purchase online using their mobile device in the last 6 months? You may be missing out on dozens of potential clients everyday solely because it’s difficult to operate your site on the device they’re using.
6) Mobile friendly websites tend to garner more page views per visit and lower bounce rates.
Like with anything else related to your business, an easy and responsive user experience is the ultimate key to a higher conversion rate. If most users are looking you up on their smartphones, it’s a no-brainer to optimize your site to be as accessible as possible for them. Mobile websites that load fast, are easy to navigate, and are legible without needing to zoom in are huge deciding factors in getting a visitor to stay longer on your site and to explore more of its pages.
7) A better mobile experience contributes to customer retention.
It goes without saying that if a customer is satisfied, the higher the chances are they may return or recommend you to others. However, this works both ways – if a customer is unhappy with their experience, it becomes equally likely they’ll never work with you again and may even warn others from working with you too.
Studies show that about 62% of online consumers are unlikely to work with a company again in the future if they had a negative mobile experience. Don’t lose the chance to gain a repeat client, as it’s well known that loyal customers tend to bring in more revenue over the long run than new customers.
8) Mobile devices are typically used to research a service before purchasing.
Did you know that before purchasing from a company, approximately 69% of users (ages 18-39) will research a product or service from their mobile device? This is usually done to compare prices, to contact the company for more information, or to learn more information about a service.
While studies show that most people will complete their purchase on their desktop, they will usually do a mobile search first to help make up their mind – but if your website isn’t mobile friendly, you may lose the opportunity to win them over. How many times have you exited out of a website because it was unresponsive or difficult to use? Don’t miss out on the hundreds of potential customers who visit your website on their mobile device simply because you didn’t invest in a better mobile experience.
What We Can Do to Help
Our professional team of web developers know exactly what your tourism business needs so your customers have a successful mobile experience every time. Here at AAMP Agency, we offer two incredible web building options – both including an optimized, mobile friendly version of your site.
Our AAMPsite Template Website is available for only $750 down, with a $199/mo managed service subscription. Or for more complex sites, our AAMPsite+ Custom Website is available for $2500 down, with a $299/mo managed service subscription – an incredible deal with a great value. We provide everything your tourism business needs to create a strong online presence – from conversion focused designs to on-page search engine optimization. Whether you need 5 pages or 500, we have the skill and experience to create a site you can be proud of that will work great on both desktop and mobile. Start reaching thousands of potential customers on the devices they’re already using – schedule a call with us, and start optimizing your tourism website for mobile today!
How Do I Pick The Right Marketing Agency For My Tour Business?
I wanted to write a blog post (something I never do) because I hear this question daily. "How do I pick the right marketing agency for my tour business?". We get it! There are a lot of agencies available, and there are some good ones in this tourism industry. So, if you are picking an agency, why should you choose AAMP Agency?
To me, the reason is simple. I am not only running an ad agency, but I am running a million dollar a year tour operation as well. When we started serving tourism clients, a lot of the problems they were dealing with were specific to tour operators. These problems were not something that the local burger place or the dentist up the road we’re dealing with. For us to be successful in the tourism space, I was also going to need to speak the language. This led to the purchase of a 2018 Jeep Wrangler Rubicon and the creation of Vegas Jeep Tours.
We started up like many of you. With a simple website and $1,000 a month in ad spend. It was not long until tour bookings were coming in and I had soon learned of all the challenges and headaches that many of you face daily. Because we got the first-hand experience, we were able to take everything we were learning from running a tour business and put it into our tourism marketing agency. We discovered answers to problems we had no idea were going to become issues, and we learned that normal marketing strategies that work for the burger shop would not work in getting more tourists through the door.
This was 3-4 years ago and 6 Jeeps, 10 Jet Skis, 2 Boats, 10 Scooters, and 10 Polaris Slingshots ago. We have grown. We figured out very quickly how to get more customers, and how to get them to convert into reservations. We learned how to take one tour business and spin it into 2 good-sized rental/tour operations, as well as a guided tour of the Hoover Dam. All of the knowledge that we have gained has been brought back into AAMP Agency. We are not just talking about good-looking websites or fun videos on your Facebook page. We are talking about taking every single dollar of ad spend and tracking how well that converts into more bookings, and how to scale our marketing and ad spend into something that is much bigger. We are monitoring every phone call, every ad click, every cart abandonment, and optimizing our marketing strategies to make sure that businesses just like yours can continue to grow.
We started with this one simple mission…..to be the best and biggest marketing agency serving the tourism industry in the United States. We are not there yet, but I hope to come back to this blog post in the next coming years and be able to say without a doubt, we are the best in the business. I want to help your tour business get more customers, and my team and I know how to make that happen. If you would like to hear just how we do that, schedule a discovery call with us. I hop on almost every single one as I am just as excited about growing your business as I am mine. Let’s Go!
– Stephen Edwards, Owner Of AAMP Agency & Vegas Jeep Tours
“Dear Belize” Campaign Offers A Free Trip for Two To Promote Their Destination During The COVID-19 Pandemic
On May 6th, 2020, the Belize Tourism Board had announced a giveaway as part of their “Dear Belize” campaign. The virtual postcard campaign’s goal is to inspire future traveling to Belize, following the COVID-19 pandemic. Over the next few weeks, those entering must submit a video to win a free trip to Belize once it is safe to travel again.
For anyone wanting an amazing getaway to Belize, participants must create a short video explaining why they love the Central American/Caribbean destination, and a winner will be selected at random. The Dear Belize team will be taking advantage of the user-generated content, and sharing their favorite submissions across all of their social media platforms!
The prize includes a free eight-day trip for two Belize, which includes roundtrip airfare, luxury accommodations, and an opportunity to experience rainforests, stunning waterfalls, historic Mayan ruins, and more. Belize is also home to the largest Barrier Reef in the Northern Hemisphere and has an incredibly wide range of eco-activities, lodgings, and cultural offerings.
The requirements for participants are simple and can be found here!
The COVID-19 pandemic has proven to be a challenge for businesses across the globe. While it may feel like everything has slowed down, that doesn't mean that your tourism business, attraction, or destination has to stop building brand awareness and marketing. Eventually, we will all recover and resume operating normally. At AAMP Agency, we're the activity & marketing pros, and we want to help your business continue to grow during this time as well as prepare for when COVID-19 restrictions are lifted in your area. Keep reading to find out how to market your tourism business after the COVID-19 pandemic.
1. Don't Stop Your Marketing Campaigns
When tourism businesses across the globe are halting or changing operations to slow the spread of the COVID-19 virus, it may seem like a quick way to save your business money is to cut all marketing campaigns and budgets. We advise against this because by doing so, you are halting your brand awareness during a time where consumers are online & scrolling through news feeds the most. What we do suggest is that you pivot and readjust your marketing campaigns. Change the tone to be more empathetic & understanding during these stressful times, change your targeting, and even lower your budgeting if need be.
2. Maintain Brand Awareness With Social Media
Continue to maintain your brand with consistent posts on your social media pages. During this time, it may be difficult to gather new content so we recommend taking advantage of reposting user-generated content, incorporating throwbacks, and sharing relevant information.
3. Try To Reschedule
If your tourism business or attraction is accepting bookings but is dealing with last-minute cancellations, try to retain your customers by offering to reschedule. We've written a whole blog about dealing with last-minute cancellations, so check that out here.
4. Self-Guided Or Small Group Tours
The Centers for Disease Control recommends social distancing and gatherings to be less than 10 people. In the tourism industry, we can expect to see consumers wary of large group activities. While creating and focusing on self-guided or small group tours may take some logistical work for your business, these types of tours help limit contact and will appeal to cautious travelers.
5. Promote Local Travel
The travel industry has come to a screeching halt in just a matter of a few months. During this time, a good option is to look closer to home and develop tours that will cater to the locals in your area! Even during a time where there is no crisis, it will still remain as a way for your business to generate extra revenue.
6. Market As A Staycation
Throughout 2020, it is expected that many travelers will avoid traveling abroad and some travelers may not even have the opportunity to travel abroad due to travel restrictions. Because of this, we expect to see an increase in consumers wanting to still feel like they've had a "getaway" but still remain within their area. Once it is safe, local activities and guest houses will be in demand, which is why we suggest investing in promoting local travel now!
7. Early Bird Offers
There is no set date to when it will be safe to resume normal operations, however, we can expect to see travelers making plans for early 2021. Now is a good time to offer early bird offers for later in the year, or even 2021 to start generating a line of revenue.
8. Focus On Fixing What Is Broken
If during this time, your tourism business can only prioritize one thing, we suggest fixing anything that is broken. Create a new site with an optimized booking flow, take this time to create original & engaging ads, re-visit your content strategy, and more. We've written a guide on what tourism businesses should do during the COVD-19 pandemic, so check it out here.
This pandemic and how it has affected businesses is constantly changing, and at AAMP agency we are following the pandemic closely to help tourism businesses, attractions, and destinations around the world continue growing their business during this challenging time. If you have any questions or need help with your digital marketing, the team at AAMP Agency is ready to help! Contact us today.