Event marketing is a powerful way to promote your brand, product, or service by creating memorable event experiences for your target audience. However, event marketing is not a one-size-fits-all strategy. Different generations have different preferences, expectations, and behaviors when it comes to events. To effectively engage with the industry’s largest and most influential consumer group in the world, you need to master event marketing for Gen Z.
Some statistics show that 51% of Gen Z adults and 44% of Millennials go to events at least every few months, while only 19% of those 55 and older do the same. But engaging Gen Zers is not that easy to do. They have their unique tastes and standards for the events they choose to attend, which you need to understand and meet if you want to succeed in event marketing.
But don’t fret because today we will discuss who is Gen Z, why they matter in event marketing, and their values, preferences, and interests. Let’s get started!
Characteristic of A New Generation
Generation Z is the generation born between 1997 and 2012, and they make up about 27% of the global population. Like other generations, Gen Zers are the first generation to grow up with the internet, social media, and smartphones, and they have a unique and diverse perspective on the world.
Gen Zers are also the most socially conscious, digitally savvy, and creative generation ever. This generation is not easily impressed by traditional marketing tactics, and they demand more from brands than ever before. To win over Gen Zers, you need to create event marketing campaigns that align with their values, needs, and interests.
Here are five tips on how to master event marketing for the new generation.
5 Tips on How to Master Event Marketing to Gen Z Attendees
Establish Clear Values and Mission
When targeting Gen Zers, who highly value authenticity, it’s crucial to openly communicate your event’s values and mission. A study by Porter Novelli revealed that 90% of Gen Zers believe events should address social and environmental issues, with 75% verifying a company’s commitment to a cause.
Unlike other generations, Gen Zers want to attend events that align with their values and contribute positively around the world. Openly communicating your event’s values builds trust and connects with Gen Z attendees on a deeper level, showcasing the genuine identity and purpose of your event in the professional world.
Be Transparent and Accountable
For Gen Z attendees, providing a clear picture of your event is crucial. It’s essential to openly communicate your event’s goals, how it operates, and any potential social or environmental impacts.
Authenticity is key to establishing credibility. Avoid any temptation to withhold or misrepresent information, as Gen Zers, being adept at fact-checking online, will not forgive deception. Ensuring genuine transparency and accountability is paramount to building and maintaining trust among Gen Z event participants.
Craft Your Event’s Unique Identity
When targeting Gen Z through event marketing, it’s crucial to develop a distinctive and relatable personality for your event. Gen Zers value a personal touch, humor, and a direct reflection of their identity and aspirations in the events they choose.
To effectively engage with Gen Z, maintain a consistent, relevant, and considerate event personality. Steer clear of being dull or insensitive, as Gen Z appreciates a lively and friendly tone. Event planners aiming at Generation Z should prioritize an event personality that resonates positively with this dynamic and unique audience.
Bring on the Fun
When curating events for Gen Z, the key is to make it a full-blown experience. Gen Zers crave excitement and creativity, always on the lookout for the next big thing. Transform your events into a thrill for Gen Z by incorporating interactive and immersive elements.
Gen Z adores hands-on activities, immersive setups, and captivating content that keeps them hooked. The aim? Craft an unforgettable experience where attendees not only have a great time but also leave with a trove of awesome memories.
Build A Community
Gen Z loves being part of a community and supporting causes that matter to them. When organizing your event, aim to create a close-knit community feel that goes beyond just the event day. It’s about fostering a sense of togetherness that lasts.
Gen Z values inclusivity and collaboration, so promote connections before, during, and after the event. Go beyond a one-time gathering – strive to build a lasting community where everyone feels connected and part of something truly meaningful.
Event Marketing Strategies for Generation Z
Utilize Social Media Platforms
Since Gen Z is super active on social media, make the most of it. Platforms like Instagram, TikTok, and Snapchat are your go-to places. Use them not just to talk about your event but to create a whole excitement around it.
Share sneak peeks, and behind-the-scenes stuff, and find cool ways to connect with your audience. It’s not about the event day. It’s about building up the excitement and making your audience part of the journey. So, get those event hashtags ready and let the social media buzz again.
Creating Shareable and Interactive Content
Transform your event into an interactive adventure by encouraging attendees to get involved—prompt them to create content, participate in polls, and tackle challenges that they can share online or in-person events. For Gen Zers, events are all about having a good time and sharing those moments on social media.
Launch user-generated content campaigns specifically designed for Gen Z. Invite them to share their photos, videos, stories, and reviews related to your event. This not only adds a fun and personal touch to your event but also expands your reach and visibility through the diverse content shared by your attendees.
Emphasizing Sustainability and Social Responsibility
Generation Z is the most socially conscious and environmentally aware generation, and they care about the impact of their actions and choices on the world. When it comes to your event marketing, put the spotlight on sustainability and social responsibility.
Use eco-friendly materials, reduce waste, donate to causes, and support local communities, which can help Gen Z feel good about attending your events and supporting your brand. Showcase practices that align with their values, emphasizing your event’s dedication to making a positive impact on both the planet and society.
By emphasizing sustainability, you not only appeal to the environmentally conscious nature of Gen Z but also contribute to the larger conversation about responsible event practices.
Team Up with Gen Z Influencers
Level up your event appeal by teaming up with Gen Z influencers who resonate with their values, interests, and lifestyles. Whether it’s bloggers, vloggers, podcasters, or celebrities, collaborating with influencers can significantly boost your event’s promotion and credibility among Gen Z.
Bring Gen Z influencers into the mix by inviting them to attend or host your events. Encourage them to create and share content that amplifies the unique aspects of your events, fostering a deeper connection and engagement with Gen Z. Let Gen Z influencers add their flair and make your events the talk of their community!
Frictionless Experience
Make sure every step, from buying tickets to engaging on-site, is smooth and user-friendly. For Gen Z, it’s all about an experience that’s easy and efficient, allowing them to navigate effortlessly through your event. It includes simplifying the ticket-buying process, ensuring clear and straightforward information, and providing on-site interactions that are intuitive and hassle-free.
By prioritizing a frictionless event experience, you’re not just meeting Gen Z’s preferences for convenience. You’re setting the stage for an event they can fully enjoy without any unnecessary complications.
Post-event Engagement
Keep the excitement going even after the event ends by sharing the best moments, testimonials from attendees, and exclusive content. Don’t let the energy fade. Instead, foster ongoing conversation and welcome feedback.
Post-event engagement strategy ensures that the community you’ve built during the event continues to thrive. By sharing highlights and exclusive content, you not only extend the positive experience but also create a space for attendees to reminisce and share their perspectives.
Encouraging ongoing conversations and feedback establishes a dynamic relationship with your audience, making them feel valued and connected well beyond the event’s conclusion.
How to Engage Gen Z Attendees
To truly engage Gen Z attendees, leverage real-time strategies such as an event hashtag, interactive booths, and gamified experiences. Encourage them to participate actively and share their experiences, fostering a dynamic and interconnected event atmosphere.
The use of event hashtags facilitates instant conversations, turning the whole event venue into a shared digital space. Interactive booths and gamified experiences not only cater to their love for hands-on engagement but also create memorable moments.
Ensure that your event provides ample opportunities for the Gen Z audience to connect. By blending technology, interactivity, and social connectivity, you create an environment where Gen Z feels not just like participants but active contributors to the overall event experience.
Successful Examples of Event Marketing Campaigns Targeting The New Generations
Patagonia
Outdoor brand Patagonia effectively conveys its values through event marketing. Known for sustainability and environmental activism, for example, they launched the Facing Extinction campaign in 2019. Global events like film screenings and workshops engaged Gen Z, aligning with Patagonia’s mission to raise climate awareness and inspire positive actions.
Everlane
Everlane is a brand that is transparent and ethical. The brand Everlane shows the true cost, factory, and environmental impact of its products. In 2018, Everlane made a pop-up store in New York City called Choose What You Pay.
Customers could pick how much they paid for the products, based on three prices that showed the cost, profit, and social impact. The pop-up store showed Everlane’s honesty and fairness and drew Gen Z customers who liked the brand’s transparency.
Spotify
Spotify, the music streaming service, effectively used event marketing to showcase its personality to Gen Z. In 2019, the Wrapped campaign highlighted the decade’s top songs, artists, and more, personalized for each user. Global events like billboards, pop-up shops, and concerts engaged Generation Z, aligning with Spotify’s humorous and creative voice.
Netflix
In 2019, Netflix used event marketing with the Netflix is a Joke campaign to promote comedy specials featuring famous comedians like Dave Chappelle and Ellen DeGeneres. Through global events such as pop-up comedy clubs and stand-up shows, Netflix engaged Gen Z, showcasing its entertainment prowess and capturing the enthusiasm of comedy-loving audiences.
Nike
Nike is a sports and lifestyle brand that uses event marketing to create a community and a network for Gen Z. The brand Nike empowers and inspires women to support social and environmental issues.
In 2019, Nike made a campaign called Dream Crazier to celebrate female athletes and encourage women to chase their dreams. The events showed Nike’s community value and attracted Gen Z who wanted to be part of a movement.
Revolutionize Your Gen Z Events with Event Espresso
Mastering events for Gen Zers requires a deep understanding of their values, preferences, and behaviors. By establishing a clear mission, being transparent, and creating entertaining and inclusive experiences, you can capture Gen Z’s attention and loyalty to this digital age.
However, creating and executing an event that’s attractive to Generation Z can be challenging and time-consuming, especially if you don’t have the right tools and resources. What’s great is that we have just the right tool for your event registration, event management, and event ticketing needs; Event Espresso.
Event Espresso puts you in control of all aspects of your event registration and ticketing with WordPress, and also allows you to automate the process to make your job easier. With Event Espresso, you can design and launch your event website and landing pages with ease. Event
Espresso is the smartest way to draw the attention of Gen Zers to your events. Try our free demo and be amazed by what Event Espresso can do for your events.
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