Today, the adage “different strokes for different people” guides public relations strategies, especially when it comes to maintaining engagement with customers of diverse generations.
Gen Z, also known as zoomers, are the new power kids of the purchasing demographic. This demographic follows Generation Y, or Millennials, born between 1981 and his 1994, and precedes Generation Alpha, which includes generations under the age of 10. Members of Generation Z, born between 1997 and 2012, are currently 11 years old to 26 years old.
Each targeted segment comes with its own message delivery requirements. For example, when creating PR content for Gen Z, retailers need to stay on trend or get ahead of it, cautions Daniel Gober, account strategist at public relations firm Otter PR.
“If it's not TikTok-worthy, Gen Z may lose interest more easily. They prefer quick, funny, and engaging content from the brands they follow and love.” she told E-Commerce Times.
Promote ideology to promote products more effectively
To attract Gen Z consumers now and maintain consistent sales as they grow, you need to rethink traditional PR strategies. Successful sales marketing requires companies to help the world, not harm it. Therefore, corporate PR must first win brand savings in order to close purchases for a growing number of consumer groups.
“In my eyes, Gen Z is the first generation to care and care about what big corporations are doing when it comes to climate change and wage inequality, and what kind of philanthropy they're involved in. ,” Gober said of the challenges of creating such a specialty. public relations.
That often means PR content can't be expressed in the old metaphors that PR is used to. Gen Z loves doing homework. She said if the media is looking to report something a certain way, they can dig up the truth in just a few seconds because they grew up with smartphones in the palm of their hands.
“Finally, you have to keep in mind the current climate. You can't promote weight loss products without being body positive in your pitch. Without checking to see if you come from wealthy parents. “We can't promote self-made billionaires, and we can't promote equality in all areas without looking at who we're giving to as a company,” Gober added.
This is not to say that Gen Z is trying to catch people in lies. Not so, she insisted.
“They are just the first generation to fully hold every person and company in the media to a certain standard. If it's not met, you'll be notified,” she advised.
Insider views on productive PR suggestions
Hiring a PR agency can help your company increase sales and expand your customer base. We asked Daniel Gober for more insight on how to effectively use PR to reach his Gen Z audience specifically.
“In most cases, there is no direct correlation between sales and public relations. One of the biggest mistakes companies make when working on PR is to think they are doing PR. The more you have, the more reviews you get for your product, and the more exposure you have, the more it always helps your sales efforts. That's what PR can achieve,” she opined.
“It can also add a layer of credibility to your brand, which makes consumers more receptive to buying or at least trying your product. PR can add a layer of credibility to your brand. customers are more responsive to the company and its brand message because they are familiar with it.”
E-Commerce Times: What advice should e-commerce sellers know to supplement their marketing purchases?
Daniel Gober: Knowing your audience is key to a successful campaign. The goal of marketing is to target the people who will use or benefit most from your product. But this can also help you recognize other sub-targets and target coverage and advertising towards them for greater reach.
What are some mistakes e-commerce sellers make when approaching PR assistance?
Gober: We believe that PR success is guaranteed. it's not. Consider responding to product reviews as an example. Most reporters expect honest reviews of free products.
We cannot promise warranties in exchange for products. Please be prepared to ship a large number of items that are not guaranteed to be published.
Why is Gen Z a difficult target audience for advertising in today's economy?
Gober: Marketing to Gen Z is not impossible. You just need to speak their language and adapt to the current times. Companies need to showcase the good things they do through and with their products.
You also need to be as inclusive as possible and be aware of Gen Z's budgets. Knowing upfront what they are willing to spend in this economy allows you to adjust your budget and PR expectations appropriately.
How can retailers use PR to focus on capturing the attention of different audience segments?
Gober: You can't market to Boomers the same way you do to Gen Z and everyone in between. Purchasing motives and willingness to purchase differ from generation to generation. Each segment focuses on trends in its own way.
The usual route for this is through social media platforms. You need to pivot when targeting specific demographics, but you also need to stay consistent with your message. It's a fine balance to achieve.
What do you think is the most effective approach to using PR to increase e-commerce sales?
Gober: Incorporate as many opportunities as possible that fit your brand. Limiting yourself to specific publications limits the attention you get. Even a mid-sized publication can do wonders for your campaign if you target the right audience.
How do these approaches differ from traditional retail strategies?
Gober: Traditional retail is becoming a thing of the past. Even when I worked in retail at a local boutique through college, I used social media and website development daily, weekly, and monthly to stay on top of trends and get people to stop by my store. I had never even encountered something like this in my work environment. .
