PROM MARKETING STRATEGIES · PROM MARKETING STRATEGIES GEARED TO ATTRACT GENERATION Z. SYVO INTRODUCTION INTRO DUCTIO NINTR ODUCTI ONINT RODUC TION The world today is characterized

P R O M M A R K E T I N G S T R AT E G I E SG E A R E D T O A T T R A C T G E N E R A T I O N Z

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I N T R O D U C T I O N

INTRODUCTIONINTRODUCTIONINTRODUCTION

The world today is characterized by digitally-driven customers who have unlimited access to information.

In a new world that has l imit less options, how do successful companies engage with customers in a repeatable way online? Below, we have l isted our 12 t ips on marketing your retai l brand to this up and coming demographic.

T I P # 1

B E M O B I L E

More than 60% of Generation Z reported using their phone more than 6 hours per day.

Radio and bil lboard advertisements are just not as effective as they once were. Print marketing does not even scratch the surface -- I f you want to effectively engage your demographic, you have to do so in a mobile-fr iendly way.

T I P # 2

O F F E R E - C O M M E R C E

65% of clothing purchases are made froma mobile device or desktop.

Not having the abil i ty for customers to purchase from you online in 2018 is l ike not offering credit card as a purchase method -- I t is going to cost you sales.

T I P # 3

A D D L I V E C H A T

Add a l ive chat feature to your website.

Live Chat is a great channel for your business to answer ‘buying-questions’ and it helps increase your credibil i ty online, greatly. You and your staff can monitor the l ive-chat and respond to it via their mobile-device when available and be an outlet for customers to leave a message when not available. This is a great outlet for customers to ask specific questions and receive immediate responses in a scalable format.

he l l o ! how can I he lp?

T I P # 4

B E R E L E V A N T

Release relevant content to your audience.

Generation Z is OK with advertisements as long as they are relevant. I t is crit ical to effectively target your demographic. Simply boosting a post on Facebook does not effectively use your advertising spend to reach your demographic.

T I P # 5

I N C L U D E M O R E D E T A I L O N S I Z E S

Assist customers with their purchases by providing information on sizing of items.

I f you want to get customers interested in the different styles you offer, you have to give them the information they need to trust the product is right for them. (Especially if you are not going to accept returns) Sizing guides and videos on how to appropriately measure are examples of content that converts. This wil l also help you ensure that the customers that place orders on their own, order the correct size -- This is crit ical for generating a client-base of repeat shoppers/positive-reviewers.

T I P # 6

P R O V I D E R E L I A B L E I N F O R M A T I O N

Keeping your website information and inventory up to date is also important.

A major frustration of Generation Z is misleading information related to inventory availabil ity. With the number of options available online, it is crit ical that your customers can rely on the information they receive from your brand online. If you are going to display product availabil ity online, invest in technology that wil l automatically update your website with true in-store information.

T I P # 7

L I S T N E W A R R I V A L S

Generation Z spends a significant amount of time browsing websites in their downtime, so it is important to give the customer a reason to come back to your site.

Displaying an up-to-date new-arrivals section is a great way to keep your customers coming back.

NEW ARRIVALS

T I P # 8

O F F E R F R E E D E L I V E R Y

With over 100 million subscribers to Amazon Prime, customers are becoming increasingly sensitive to shipping charges.

By offering a free shipping option, you are decreasing the possibil ity of people leaving your site to try to find free shipping elsewhere.

T I P # 9

U T I L I Z E E M A I L M A R K E T I N G & T E X T M E S S A G E S

Email and Text messages can be very effective in generating engagement, or providing information, as long as they are used appropriately.

Emails are effective when used to communicate information about sales/clearance events. Text messages are effective when the customer NEEDS to read your message. (Dressing Room is ready for them, Emailed Receipt with Promotion, etc. . ) . Emails are a great form of advertising because, assuming you’re email ing a l ist of people that have opted in, you are accessing a very relevant market in a direct method. Both text messages and emails can be effective if done correctly, or destructive if done incorrectly so make sure you are sending useful/relevant information in reasonable intervals of t ime.

T I P # 1 0

B E S O C I A L

Social media platforms, such as Facebook/Instagram, offer a way for customers to share information amongst friends and family.

This means, these platforms are a potential outlet for your brand to access customers in a very lean, measurable format. Excell ing on Social media is a process… not a project. It requires you to have a plan in place to release content and target the individuals who are most l ikely to engage with your branding. If done incorrectly, the impact can be far reaching on your bottom line. Try not to over promote your brand -- It ’s about posting content that builds credibil ity with your audience so be helpful and unique! Participating in a charity/non-profit can be a great way to showcase your values in a creative way.

T I P # 1 1

B O A S T R E V I E W S

Everyone has heard a yelp-horror story and that goes to show the importance of positive reviews online.

I t is also more l ikely that someone who had an unhappy experience writes a negative review, than someone who had a great experience writes a positive review. Your team should understand this going in and make it part of the process to ask for positive reviews after each happy customer. If you can get 50% of your happy customers to write you a positive review, imagine how many positive reviews you’l l have after one year. It wil l certainly be enough to remove credibil ity from that one-star review that complains about the type of music that was played in the store -- If you offer great service, make it a habit to ask for reviews!

T I P # 1 2

R E S P E C T P R I V A C Y

Generation Z will avoid risk when possible. If your website is being flagged as ‘Not Secure’ because you do not have an SSL certificate, you’re losing business.

Even if customers don’t read them, you should have a privacy, shipping, and returns policy on the website. You’ve done all this work to get customers to engage with your brand online -- The last thing you want is to be losing customers due to something as simple as not securing your website.