To apply the right marketing strategy, it is important to know your target audience well. This way, you can create specific marketing campaigns to reach your target audience. Depending on the generation, there are certain personality traits that are common. Let's do a deep-dive and look at Generation Z!
Who is Generation Z?
Gen Z'ers were born between 2001 and 2015 and it is the first digital generation. The average age of Generation Z is roughly between 10 and 25, and this group has grown up with the internet. They don't really know a life without computers. Generation Z came after Generation Y (the millennials, born between 1986 and 2000) and Gen Z are also known as a Zoomer. These digital natives are much more online and are handy with apps and digital practices.
What is important for this target group?
It is useful to know that many people in this target group were born during the economic crisis. As a result, Gen Z'ers tend to be more pragmatic and realistic than millennials. Generation Z is often trying to save money. So keep in mind that they tend to be more cautious about spending money, and that an expense must meet a high standard.
Sustainability is also important for this target group and corporate values are important. How staff are treated, ethnic and economic inequality and climate change play a big role in this. And how brand names were wildly popular in the 1980s, this plays much less of a role with Gen Z'ers. Authenticity is paramount and Gen Z does not want to commit to one brand.
How do you reach Gen Z?
Gen Z'ers are savvy online and expect to be able to do things online. This applies to reservations, checking a menu and making purchases. Businesses' digital innovation is therefore super important to make bookings as easy as possible.
Moreover, it is crucial to communicate through digital channels. Think email marketing, your website and social media. This is the perfect way to show what your company stands for. For instance, share photos or videos that clearly show this, and ensure diversity in your marketing material. You can personalise your marketing with offers or discount codes. In addition, reviews are hugely important and influencers can play an important role in increasing trust in your business.
Tips for your restaurant or hotel
Start by creating a free Google My Company if you don't already have this. This makes it easy for your guests to find you, and there are more advantages. For example, you can add your menu including photos, your website, an e-mail address and a phone number. Also add a link to a reservation system so that bookings can be made directly online.
Generation Z sits a lot online and visibility on social media is inescapable. Gen Z is on TikTok, Instagram and YouTube a lot, and of course you don't have to have an account everywhere, but it can certainly help. You can share videos incredibly easily between the different platforms and you can totally express your creativity here. Follow current trends and capitalise on them skilfully.
A beautiful website works wonders and it is super important that your website is mobile-friendly! Many of your guests check your website online via smartphone and it is crucial that your site is intuitive and user-friendly. Provide a clear offer, use images and/or videos and make sure you have an easy-to-use booking system have.
Contactless ordering and payment are increasingly preferred. For instance, many restaurants today have a menu online that you can view via a QR code. And payments can also be easily made online via a QR code or link. This hands-off option has grown tremendously during the pandemic and it becomes a piece of cake for your guests to order and pay for something.
Want to know more about trends, marketing strategies and brainstorm how to attract Gen Z'ers? Give us a call at +31 (0)85 048 80 58 and we are happy to think with you. You can also e-mail us at contact@thefullybookers.com.
