Videos

Videos

How Tillys AR Experience Drove Retail Engagement

September 30, 2018

A powerful social engagement strategy to boost interaction with youthful audiences at retail is to integrate elements of gamification into merchandising, content, social media and event-driven brand experiences. Here’s what Tilly’s is doing right on their ROCK-PAPER-SCISSORS promotion: They’ve aligned with a vendor brand, JanSport and two pop culture influencers, @shonduras and Echosmith’s @sydneysierota, who are actually into both brands (and it shows). Created a simple AR game for customers to interact in two distinct areas in-store (female and male sections) Layered in a traditional (yet effective) sweeps contest with a 20% discount for participation Driving engagement and retail traffic w/ a steady stream of relevant Instagram stories Increasing app downloads and growing their customer database. Best part? It doesn’t feel forced, it’s fun, it creates a sense of belonging and everyone wins!

Unboxing Our New Book | The Gen Z Frequency

September 30, 2018

Beyond Stoked! This week I was finally able to unbox my first book, The Gen Z Frequency, published by Kogan Page and co-written with friend and colleague Derek E. Baird — it’s been a goal of mine for years and surreal to see the physical product come to life! The purpose of the book is to help brands tune in and build credibility with youth culture, it’s a principle-based guide full of actionable approaches to engage tweens, teens and young adults, but can be applied to any forward-thinking organization. The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is your ultimate resource for tuning in to Generation Z.   Thank you to everyone who participated in this collaboration, you know who you are! Available in paperback and e-book: Amazon: https://amzn.to/2CmOtY9 Barnes & Noble: http://bit.ly/2N4lPjw iBooks: https://apple.co/2oJ34n9 More about the Gen Z Frequency: Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach. It is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe , and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z’s ecosystem is infinitely more complex and varied than any generation before. Staying tuned-in to this demographic’s impatience, confidence and constantly evolving trends can be daunting for any marketer trying to keep up.    

Youth Culture Q&A of the Day: Future-Proofing Retail

September 30, 2018

QUESTION: How can retailers future-proof their brands and build credibility with Gen Z consumers? ANSWER: Well, for starters if you want to build credibility and create winning retail solutions/experiences that future-proof your brand, you have to establish trust and cultivate relevance with your targeted youth segments (assuming you have them). Brands need to realize young people are not just a developing consumer: they are the present and the future. Your best chance of “future-proofing” (if that’s really a thing) is to stay ahead of trends before they undercut your plan. I’ve found that deeper insights are best revealed through a fluid, “always-on” dialogue and interactive activities, not one-off studies. Here are some “action steps” to avoid this becoming too much of a rant. Start by asking your team these questions: Do we really have targeted youth audience segments? How are we aligned with their culture? What are we doing to make life more convenient for them” How are we creating a sense of belonging? What are we doing to demonstrate our commitment to them over the long haul vs. the “season”? How are we staying in tune quarterly, monthly, weekly?   If you’ve got these dialed you’re ahead of most!

7 Marketing Tips to Reach Gen Z

September 30, 2018

Embrace the Conflicts with Youth Culture   Companies all over the world face similar challenges when targeting youth culture, but what makes understanding today’s young consumers so difficult or elusive? While we were all young at some point, unless we are under the age of 21 in 2018 we are not a part of Gen Z. We can only gather second-hand intelligence, no matter how immersed we get. Gen Z is growing up in the world that we created, but they, of course, see it from a very different perspective. Some researchers have described youth culture as embodying values that are ‘in conflict with those of the adult world’ (Patil, 2014). How can adults connect authentically with a culture that is in conflict with them? There is undoubtedly a conflict of interests and priorities that need to be overcome, but there are also many unexpected similarities and shared values. Look past your assumptions about youth culture and listen to this cohort when they tell you how they experience the world. See it from their perspective; embrace the conflicts or face the consequences.   7 Marketing Tips to Reach Gen Z   FORGET WHAT YOU THOUGHT YOU KNEW: Spend more time listening and co-creating with your targeted youth audiences. BE TRANSPARENT: Make your youth marketing agenda clear and easy to follow. Respect is a two-way street and it’s no different with tweens, teens and young adults. STEP OUTSIDE OF YOUR CUBICLE: Challenge your team to approach data collection and ideation in original ways that generate authentic Gen Z insights and create opportunities for innovation. RESIST THE TEMPTATION: Gen Z is not a monolithic cohort. You’re not targeting “teen boys”, “tweens” or “college students”. The old shotgun marketing approach doesn’t work anymore, align with the cultural groups that best match your brand and products, or you are already bound for disruption. BE COPPA COMPLIANT: Keep your interactions compliant when engaging young people under 13, especially for gaming, technology and app-based brands who might unintentionally request information or track interactions that render your brand out of compliance. BE WHERE THEY ARE: Don’t forget the popular youth-focused social channels beyond mainstream platforms  YouTube, Instagram, and Snapchat. Consider channels where you can be a bigger fish in a smaller pond. For example; Twitch, Discord, HouseParty, YouNow, TikTok and others. MASTER CONTENT FORMATS THAT COUNT: Get great at vertical video, live streaming, and creative use of chatbots.   For further reading on this topic check out Chapter 01 of The Gen Z Frequency: How Brands Tune In & Build Credibility

A Crash Course in Gen Z Marketing Strategy: Earn Trust

September 30, 2018

Establishing trust is absolutely critical when building consumer relationships. The process, while it might not always be easy, doesn’t need to be complicated. Trust in youth culture comes down to a simple equation: Transparency + Authenticity + Action = Credibility. By avoiding pretense or deceit and being true to core beliefs, young people will be more likely to trust in your promise, reliability, and the strength of your company. Trust: prove it. Create content that helps give young people reasons to believe that your brand will deliver what it claims. That it’s reliable, has ethical business practices and that an association will be beneficial to Gen Z by exposing ‘how it’s made’, ‘demonstrations of…’ – it’s about showing, not telling. Why should consumers within the youth culture trust your brand? How do you reinforce your relationship with people who engage in your brand? Are you transparent about your business practices? Does Gen Z view you as an ally or an authority? Do you even know?

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