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Marketing

Measure Your Marketing Success

Some companies shy away from experiential marketing campaigns because they don’t know how to measure marketing success.

Where can you get the ROI for something like a free product giveaway initiative at a concert? The good news is, using technology and being deliberate about your planning can actually make measuring certain aspects of ROI quite easy.  

Discovering the Reason Why

First of all, what are you looking to do with your experiential marketing campaign? If it’s just that you want to jump on the bandwagon, this is your first problem.

Experiential marketing is a different way of looking at how you deliver your service and how you value your customers.

It’s a mutually beneficial way of marketing, where consumers don’t just support your product or service. They get something unique from interacting with your brand.

With that frame of mind, you’re ready to start thinking about the kinds of concrete advantages you hope your campaign will bring. It could be new customers, continued loyalty from existing customers, education about a new product, etc.

Collecting Data

Next, you’ll want data, which technology can give you. With social media, you can collect information about who is discussing your brand, what they’re doing, and even what their opinions are about your brand.

You can find out what exactly the customers are enjoying about the experience or disliking. Collect information from consumers so that you can even follow up to find out what those who interacted with your brand are doing later on.

Sales aren’t always easy to read. So while it’s obvious when you make a sale, it isn’t so obvious why that sale happened.

Study buying patterns before the new campaign launches, and keep track as the campaign continues and afterwards. Having the data of how things are going beforehand will help you incomparably to understand what’s happening as a result of the campaign.

Hire a Strong Experiential Marketing Agency

Have a strong experiential marketing agency on your side. An agency with the right experience and understanding will offer you help in making and keeping track of these measurements.

They will have a background in the best technology that your brand can afford to use. Their team will have the background knowledge to collect data and translate it into measures of success.

As a business owner, you’re right to have concerns about measuring your ROI before you go and try a different marketing technique. Coming up with creative ways to reach the right audience is half the battle.

You should always be ready to collect the data that will tell you if you’re doing things as effectively as you can.

But not knowing how to measure ROI shouldn’t scare you away from an experiential marketing campaign.

Otherwise, you could be selling yourself short of some serious advantages and letting competition sweep in and take away customers. Consumers want an experience, and they’ll support the brands that deliver it.

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Leadership Marketing Strategy

Empowering Change: The Impact of NIL in College Basketball and Athlete Philanthropy

The Rise of NIL and Its Social Potential

As March Madness captivates the nation, the college basketball landscape is not only a battleground for athletic supremacy but also a fertile ground for social influence, thanks to the NIL policies. These regulations have revolutionized how athletes engage with their fame and financial prospects, offering a unique platform for societal contribution.

In women’s basketball, figures like Caitlin Clark, Angel Reese, and Juju Watkins are not merely athletes; they are pioneers reshaping the narrative around the potential of NIL. Their journeys accentuate the shifting dynamics in college sports, where women’s basketball is becoming a powerhouse of influence and social engagement. According to Marketing Brew, this shift is steering new opportunities and reshaping the landscape of college sports philanthropy.

Yet, the journey of NIL in philanthropy is in its nascent stages. The current trend, often seen as transactional engagements at charity events, merely scratches the surface of the profound impact these platforms can achieve. The Sports Philanthropy Network suggests a deeper, more intentional strategy could transform these platforms into powerful tools for genuine, sustainable social change.

Strategizing Philanthropy with League Assists

Navigating this new landscape requires expertise, strategy, and a deep understanding of both the sports and philanthropic sectors. League Assists emerges as a pivotal facilitator in this realm, connecting athletes with meaningful community projects and nonprofit organizations to ensure that their influence translates into tangible societal benefits.

The NIL era, especially highlighted during March Madness, is a prime opportunity for athletes to use their platforms for significant societal impact. As AP News notes, NIL has fundamentally changed the game, offering new ways for athletes to engage with their communities and causes they are passionate about.

In conclusion, the intersection of NIL, college basketball, and social impact signifies a promising avenue for athlete-driven philanthropy. The narrative of March Madness and beyond should not only focus on the success on the court but also on the profound social impact these athletes can have. With strategic partnerships and guidance from organizations like League Assists, the potential for athletes to contribute meaningfully to society is immense, heralding a new era of sports philanthropy where every dribble, dunk, and three-pointer resonates far beyond the basketball court.

This comprehensive piece captures the evolving role of NIL in college sports, emphasizing the need for strategic philanthropy and the critical role of facilitators like League Assists in shaping a future where athletes’ fame serves as a catalyst for positive social change.

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Marketing

From Concept to Reality: Turning Ideas into Experiential Magic

In the world of experiential marketing, where creativity reigns supreme, the journey from a mere concept to a captivating, memorable brand experience is nothing short of magic. Let’s delve into the behind-the-scenes process that transforms abstract ideas into tangible moments that leave lasting impressions.

The Spark of Inspiration

Every great experiential campaign begins with a spark—an idea that ignites curiosity and excitement. This spark might emerge during a brainstorming session, where minds collide and ideas bounce off each other, creating a vibrant energy that fuels creativity. It could also surface during a late-night coffee chat, where the quiet hum of conversation and the soft glow of the café lights provide a comforting backdrop for the birth of a new concept. Sometimes, it might even appear while gazing out of a window, where the mind is free to wander and draw connections from the world outside. As marketers, we must remain open to inspiration from unexpected sources. Capture that initial spark, no matter how fleeting, and let it evolve.

Remaining open to inspiration from these unexpected sources is crucial in marketing. The world around us is a treasure trove of ideas waiting to be discovered. Training oneself to be receptive to these sparks of inspiration, no matter how fleeting they may seem, is essential. Once that initial spark is captured, it should not be allowed to fade away. Instead, it should be nurtured, let it evolve, and watch as it grows into a flame that lights up the campaign. This process of capturing and developing an idea is not just a task, but an art form that requires patience, dedication, and a keen eye for detail. It is this art form that transforms a simple spark into a successful experiential campaign.

Ideas and Brainstorming

Once the spark catches fire, it signals the time to gather the team. These gatherings are not just meetings, but idea sessions that function like laboratories. In these laboratories, diverse minds collide, creating a dynamic environment where creativity thrives. Concepts are not just discussed, but tossed around, scribbled on whiteboards, and dissected from every angle. Assumptions that were once considered unshakeable are challenged, paving the way for fresh perspectives.

In these sessions, there is no such thing as a wild idea or an outlandish suggestion. Every thought, no matter how unconventional, is welcomed and explored. This open-minded approach encourages the exploration of themes, emotions, and narratives that resonate with the brand and its audience. It is in this creative chaos that the most compelling and engaging campaigns are born. The spark that was once a fleeting thought is now a blazing fire, driving the team towards creating a campaign that not only represents the brand but also strikes a chord with its audience.

Sketches, Mood Boards, and Visualizing

The journey from abstract thoughts to visual representation is a fascinating one. It begins with sketches, where the initial ideas start taking a tangible form. These sketches are the first step in translating the abstract into the concrete. Alongside sketches, mood boards and visual collages are created. These elements breathe life into the ideas, transforming them from mere thoughts into visual narratives.

Questions are asked during this process: How will this activation look? What colors evoke the desired emotions? How can an immersive environment be created? These questions are not just inquiries, but guiding lights that lead towards a shared vision. They help in refining the visual representation and aligning it with the initial spark of the idea. The visual cues derived from this process play a crucial role in shaping the final outcome. They ensure that the original spark is not lost in translation, but rather enhanced and amplified in the visual representation.

Prototyping: Bringing Ideas to Life

Prototyping serves as the bridge between imagination and reality. It is a process where simple materials like cardboard are transformed into mini pop-up shops, giving a glimpse of the final product. Similarly, Augmented Reality (AR) markers, which might seem insignificant at first, are transformed into interactive elements, adding a layer of interactivity to the experience.

Building scaled-down versions of experiential spaces is an integral part of this process. These miniature models provide a tangible representation of the final product, allowing for a thorough examination of every aspect. Lighting effects are tested, layouts are fine-tuned, and every detail is scrutinized. Prototypes serve as a safety net, allowing for the identification of flaws at an early stage. This early detection of issues allows for swift iterations, ensuring that the final product is as close to perfection as possible. It is through this meticulous process of prototyping that an idea, which was once just a spark, becomes a reality.

Testing and Iteration

Prototypes literally hit the ground in this phase. Mock activations are set up in various locations, which could be as vast as empty warehouses or as compact as conference rooms. Even open spaces like parking lots can be transformed into testing grounds. These locations serve as the stage where the creations come to life and interact with real people.

The feedback from these interactions is invaluable. It provides insights into how the audience perceives the activation. Questions are asked: Does the scent of fresh-baked cookies evoke nostalgia? Is the pathway intuitive? These questions help in understanding the user experience and refining every detail. Testing is not just about checking the functionality, but also about fine-tuning the sensory aspects. It could be the texture of a fabric wall that the audience touches or the sound of footsteps on a faux cobblestone path that they walk on. Every detail matters, and testing ensures that nothing is overlooked.

Refining the Alchemy

Returning to the drawing board is a crucial part of the process. This is where refinement, tweaking, and polishing take place. The magic truly lies in the details. It could be the way sunlight filters through translucent panels, casting a warm glow on the surroundings. Or it could be the surprise element hidden in a corner, waiting to delight the unsuspecting visitor.

The attention to the seamless transition from one zone to another is a crucial detail. It ensures a smooth and enjoyable experience for the audience. While intuition plays a role in these decisions, data is equally important. Listening to data means paying attention to metrics. These metrics serve as a guide, leading the way toward perfection. They provide valuable insights that help in refining the experience, ensuring that every detail, no matter how small, contributes to the overall success of the campaign.

Execution: The Grand Unveiling

The day arrives and the curtain rises. An empty space undergoes a transformation, morphing into a wonderland. This transformation is not just physical, but sensory. The scent of pine fills the air, creating an atmosphere of freshness and tranquility. The hum of music adds a rhythmic pulse to the environment, setting the tone for the experience. The touch of velvet, whether on a curtain or a piece of furniture, adds a layer of luxury and comfort.

Visitors step into this creation, their eyes widening as they take in the sights, their smiles forming as they immerse themselves in the experience. The concept that was once just an idea is now a reality. The magic is not just visible, but palpable. It can be seen in the awe-struck faces of the visitors, heard in their excited whispers, and felt in the electric atmosphere. This is the moment where all the hard work pays off, where the spark that ignited the idea becomes a beacon of success.

Capturing Moments and Amplifying Impact

As visitors immerse themselves in the experience, their reactions are captured. These reactions, whether they are gasps of surprise, smiles of delight, or expressions of awe, provide valuable feedback. Social media platforms buzz with activity as visitors share their experiences. Snapshots and videos, each capturing a unique perspective of the event, are shared and reshared, creating a ripple effect.

This experiential magic reverberates beyond the physical space, reaching people who may not be physically present but are virtually connected. The success of the event is celebrated, but the work doesn’t stop there. An analysis is conducted to understand what worked and what didn’t. This analysis is not just a review, but a learning opportunity. It provides valuable insights that are used to plan for the next enchanting endeavor, ensuring that each event is better than the last.

Endnote

Remember, every concept holds the potential for magic. This magic is not just an abstract idea, but a tangible force that can transform a simple concept into a mesmerizing experience. It is a journey that begins with an initial spark, a fleeting thought that holds the seed of an idea. This journey is not a solitary one, but a collective endeavor. Marketers, creators, and innovators are all part of this journey, each contributing their unique perspective and expertise.

Embracing this journey means welcoming the challenges and opportunities that come with it—from the initial spark to the grand unveiling. It involves turning ideas into experiential marvels that resonate with the audience, inspire them, and leave them spellbound. These experiences are not just events, but stories that unfold, captivating the audience and leaving a lasting impression.

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Leadership Marketing Strategy

Rethinking NBA Fines: A Strategic Approach to Philanthropy and Player Engagement

The Strategic Philanthropy Behind NBA Fines

In the competitive world of the NBA, fines for technical fouls and dress code violations are a common occurrence. However, these penalties serve a purpose beyond discipline, funneling significant funds into charitable endeavors. Notably, players such as Luka Dončić and Dillon Brooks, who frequently incur technical fouls, inadvertently become some of the league’s most substantial contributors to charity, albeit indirectly.

Navigating the Path from Fines to Philanthropy

The journey of NBA fines to charitable causes is governed by the Collective Bargaining Agreement, which mandates that “50% of fines collected from players will be donated to the National Basketball Players Association Foundation or another approved charitable organization.” This system, while designed to ensure that fines support philanthropic efforts, has been met with confusion and calls for greater clarity.

The NBPA Foundation acts as a pivotal intermediary, channeling fines towards a variety of charitable initiatives. Despite the positive impact, the lack of transparency regarding the allocation of these funds has been a point of contention among players. Draymond Green’s expression of frustration in a Bleacher Report interview underscores the need for a more engaged and informed approach to philanthropy within the league.

Enhancing Philanthropic Impact Through Charity Management

The potential for fines to make a meaningful societal impact is immense, yet realizing this potential requires navigating complex application processes and meeting specific criteria, such as having a registered nonprofit. The NBPA’s off-the-court resources, as outlined on their Off The Court Resources page, provide valuable support in several key areas but fall short in offering specialized guidance for managing charitable efforts.

The introduction of Charity Management as a dedicated resource category could revolutionize how players contribute to and engage with philanthropic causes. In the interim, organizations like League Assists fill a critical gap, offering the expertise and support necessary to transform fines into effective charitable contributions.

Conclusion: A Call for Strategic Philanthropy in the NBA

As the NBA evolves, there is a growing opportunity to leverage fines as a strategic tool for philanthropy. By fostering greater transparency, enhancing player engagement, and providing targeted support for charity management, the league can strengthen its philanthropic impact. The journey of NBA fines, from penalties to philanthropic contributions, embodies a unique model of strategic philanthropy that, with refinement, could set a new standard for how professional sports leagues contribute to societal well-being.

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Advice Marketing Skills

Tom Ziglar (son of the legendary Motivational Speaker Zig Ziglar) on Success

𝐓𝐨𝐦 𝐙𝐢𝐠𝐥𝐚𝐫 is a Motivational Speaker, Executive Coach, Conference Speaker & the CEO of Ziglar Inc. His father was the incomparable 𝐙𝐢𝐠 𝐙𝐢𝐠𝐥𝐚𝐫, who was synonymous with motivation & self-improvement. Zig’s messages of motivation and inspiration touched the lives of over 250 million people worldwide, & he will forever be remembered as a legend in Self Help. Many of today’s biggest names in Business, Finance, Marketing & Self-Improvement credit Zig for their success.

In this exclusive interview on 𝐓𝐇𝐄 𝐌𝐎𝐓𝐈𝐕𝐀𝐓𝐈𝐎𝐍 𝐒𝐇𝐎𝐖 podcast on C-Suite Radio (or Apple Podcasts, Spotify, etc.) that will change how you view success, we discuss:

-What was it like growing up with Zig Ziglar as a father. How did his legendary status impact Tom growing up?

-Why did Tom choose to carry on your father’s legacy? Was there ever a doubt in his mind that he would?

-What made Zig unlike any other speaker in the world?

-How is business going through a huge change right now. and how does leadership and mindset play a factor in business success?

-Some of the 8 Things in Life that Everyone Wants.

-Zig Ziglar’s most famous quotes

-What is Stuffitis?

-7 categories that Life Falls Into & Which ones do you work on Every Day

C-Suite Radio link to the episode: https://tinyurl.com/whcpw8ux

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Branding Leadership Marketing

The NBA’s All-Star Weekend Impact from Hoopbus to HBCU Celebration

As the NBA All-Star 2024 festivities unfolded in Indianapolis, the event offered a blend of high-octane basketball, entertainment, and a deeper, more nuanced engagement with the community. While the on-court spectacles captured the imagination of fans worldwide, it was the NBA’s concerted efforts off the court that painted a fuller picture of the league’s commitment to societal impact. While League Assists was not directly involved, the myriad of philanthropic endeavors undertaken around this event mirrors the essence of what we aim to support and foster in future sports philanthropy.

The NBA’s Community Embrace

The All-Star weekend is traditionally a celebration of the sport’s finest talents, but in recent years, it has increasingly become a platform for the NBA to engage in meaningful community outreach. This year, the league, in partnership with Pacers Sports & Entertainment, undertook an ambitious program to host over 50 social impact and youth basketball events across Indianapolis. These efforts aimed at not just leaving a temporary mark but fostering a lasting legacy in the host city.

One notable initiative was the NBA Cares All-Star Legacy Project, which focused on renovating the Christamore House, a beacon for local youth and family services. This project symbolizes the tangible impacts that such events can have on local communities, beyond the ephemeral excitement they generate. More about this initiative can be read on the NBA Cares page.

The HBCU Classic: A Game-Changer

Amid the flurry of activities, the 2024 NBA HBCU Classic stood out as a poignant celebration of the rich heritage and contribution of Historically Black Colleges and Universities to the sport and society at large. This event not only showcased the athletic prowess of students from Virginia Union and Winston-Salem State but also spotlighted the NBA’s broader commitment to diversity, inclusion, and educational empowerment.

The HBCU Classic transcended the boundaries of a mere basketball game, serving as a platform for dialogue on social justice, providing networking opportunities, and contributing financially to HBCU scholarships. It underscored the NBA’s dedication to leveraging its platform for broader societal conversations and changes. Details on the event can be found here.

Grassroots Impact: Hoopbus, The Church, and Beyond

Parallel to the NBA’s large-scale initiatives, grassroots collaborations like those involving Hoopbus, The Church, Electrolicit, and Local Hoops demonstrated the power of local engagement and the ripple effect of small-scale, community-focused efforts. Hoopbus’s visit to The Church, alongside Electrolicit and Local Hoops, showcased an exemplary model of how sports can unite communities, promote health and wellness, and inspire the next generation of athletes.

These initiatives, characterized by their creative approach to community engagement and empowerment, offer a blueprint for how sports can be a catalyst for societal benefit. Through basketball clinics, wellness workshops, and cultural celebrations, these collaborations bridged the gap between the NBA’s global reach and the local community’s needs. The impactful journey of Hoopbus can be explored here.

League Assists: Vision for the Future

At League Assists, we are deeply encouraged by the comprehensive approach to community engagement and the impactful work of collaborations like those seen with Hoopbus and The Church. As an entity positioned at the intersection of sports and social impact, League Assists sees immense potential in these types of initiatives.

The All-Star weekend’s endeavors align with League Assists’ mission to harness the power of sports for community development and social change. There’s a shared belief that while significant strides have been made, there’s still more to be done. Looking ahead, League Assists aims to contribute its strategic expertise and creative philanthropy to similar initiatives, whether at future All-Star events or other sports gatherings, to amplify the impact of these efforts and ensure they leave a lasting legacy.

Conclusion

The NBA All-Star 2024 weekend in Indianapolis served as a powerful reminder of the multifaceted role sports, and specifically basketball, can play in society. From celebrating the historical significance of HBCUs to engaging in grassroots community efforts and setting a stage for organizations like League Assists to envision future collaborations, the event underscored the expansive potential of sports as a vehicle for positive societal impact. As the NBA continues to broaden its court beyond the game, the path forward is ripe with opportunities for deeper, more meaningful engagement with communities across the nation and beyond.

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Branding Marketing Strategy

Strategizing Impact: Daniel Gafford’s On-Court Excellence as a Catalyst for Off-Court Initiatives

The acquisition of Daniel Gafford by the Dallas Mavericks represents more than a pivotal moment in his athletic career; it heralds an opportunity for strategic brand and community impact. Gafford’s impressive track record of community service in Washington, coupled with his deep roots in El Dorado, Arkansas, positions him uniquely to leverage his expanding influence and fanbase in Dallas for substantial philanthropic endeavors.

Gafford’s Washington Legacy: A Strategic Foundation for Future Endeavors
In Washington, Daniel Gafford distinguished himself beyond his NBA achievements; he emerged as a foundational figure in community engagement. His recognition with the Dr. E.B. Henderson Team Award underscores a commitment to leveraging sports visibility for tangible community benefits. This groundwork in Washington serves as a strategic base, demonstrating the potential for athletes to drive meaningful change within their communities.

El Dorado: Strengthening Roots with Purposeful Engagement
Gafford’s contributions in El Dorado have already made significant marks, from community events to youth support. The potential for expanding this impact is significant. Strengthening his philanthropic presence in El Dorado through targeted initiatives can serve as a model for athlete-led community development, emphasizing the strategic importance of nurturing connections to one’s roots for broader societal benefit.

Dallas: Expanding Influence Through Community Integration
Gafford’s rapid ascension as a fan favorite in Dallas offers a prime opportunity to extend his influence beyond the basketball court. The city’s dynamic community and established network of charitable organizations provide a fertile ground for initiatives that align with Gafford’s philanthropic vision. Strategic collaborations in areas such as youth mentorship, educational equity, and health underscore a holistic approach to sports philanthropy, emphasizing the role of athletes in catalyzing social progress.

The Strategic Role of Partnerships in Philanthropy
Effective philanthropy for public figures like Gafford relies heavily on the power of strategic partnerships. Collaboration with seasoned entities in the philanthropic sector, like League Assists, can enhance the scope and sustainability of community initiatives. By aligning with organizations that share his vision, Gafford can ensure that his contributions are both impactful and enduring, thereby maximizing the return on investment in community initiatives.

Daniel Gafford’s transition to the Dallas Mavericks, combined with his ongoing connection to El Dorado, underscores a strategic opportunity to redefine the scope of athlete-driven philanthropy. Leveraging his expanding platform in Dallas for community benefit exemplifies a forward-thinking approach to brand and community engagement. As Gafford continues to excel on the court, his potential to drive off-court initiatives offers a compelling case study in the strategic alignment of sports, philanthropy, and brand development.

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Marketing

Experiential Marketing: Choosing Metrics

Before you tackle any experiential marketing campaign, consider how you’ll measure your success. Every marketing campaign requires a method of measurement to determine the ROI or return on investment.

Your ROI will tell you whether the time and resources you put into the campaign were worth the results that came out of it.

Avoid assuming that the results of experiential marketing, subjective and emotional, are impossible to measure.

Instead, take time with these initial considerations to establish accurate metrics to measure your ROI.

How Do You Measure ROI for an Experiential Marketing Campaign?

For you to measure your success, you first have to define what that success looks like. Some aspects to consider are:

  • attendance numbers
  • genuine attention
  • interaction
  • online action
  • likes and shares
  • hashtags

Answer the question: What is it that you hope to achieve through your experiential marketing campaign?

This will lead you in the right direction. It will inform you on what metrics can eventually use to measure your ROI.

You should be able to expressly state your goals, concerning, for example, an uptick in leads generated or sales made. Other examples include an increased awareness of, affinity for, or likelihood to recommend your brand.

Whether your goals are more concrete or more subjective, you must create a quantifiable measurement system by which to measure them.

Now That You’ve Set Goals, What Metrics Should You Use to Measure Them?

The metrics essentially measure the extent and influence of your audience engagement.

Integrate social media into your campaign. This is one of the best ways to measure the social engagement of your audience. With social media analytics, you have a quantifiable measure of success.

Understand your metrics for what they are. You want the content of your marketing to get your audience to engage in a meaningful way.

Not all metrics by social media analytics show meaningful engagement. Remember to take this into account when gauging likes, shares, and comments.

Social media is just one form of reach figures you can use as a metric. “Reach” refers to exposure.

How many people were exposed to your brand as a result of the campaign? Use reach metrics as a quantifiable measure of your campaign’s success.

Samples and promotions show your audience interacting with your brand. You can distribute samples during the campaign to easily measure reach, but this doesn’t guarantee that you had a memorable interaction with your customer.

Combine this with a results-oriented measurement to find out how meaningful the interactions actually were.

Similarly, you can keep track of how many promotions like vouchers or online sales codes were distributed during the campaign.

This measurement, paired with the redemption level of the promotions, can also be used to count meaningful brand interactions.

Remember, the best first steps of a successful experiential marketing campaign are to establish goals and a quantifiable scale of measurement.

After this, it’s just a matter of choosing the right tools to capture your measurements. This will allow you to measure the campaign’s ROI and determine what parts of the campaign you should change and keep for next time.

 

Categories
Marketing

Gen Z and Marketing

Many aren’t yet old enough to vote, but Gen Z consumers wield a mighty economic sword. Savvy brands are onto the reality that this new generation is becoming the developed world’s largest-ever generation of consumers. Market researchers have announced astonishingly high buying-power numbers for Gen Z — as in $143 billion in direct spending (according to January 2018 Barkley study), with another few hundred or so billion in influencer spending. In other words, Gen Zers have enormous influence over how their parents and peers spend money, more so than any previous generation. Gen Zers are also demanding different attributes from the brands they are willing to support, so it is essential to know how to market to them.

Who is Gen Z?

Most market researchers identify Gen Zers as the group born roughly between 1997 and 2012. Some researchers, including Barkley, prefer the name Pivotal Generation since it better defines how this generation is pivoting away from common attitudes and behaviors of the preceding Millennial Generation. According to a 2020 Pew Research Center study, they are also the most racially and ethnically diverse generation ever, with roughly 25% being Hispanic, 14% black, 6% Asian, 5% other, and only 52% white. In addition, a 2019 Barkley study found this generation is more interested in global trends and issues, connecting with others around the world via social media and apps like Skype.

Characteristics of Gen Z: The duality generation

Ironically, in some ways, Gen Zers have more in common with baby boomers and Generation X than millennials. Like these two older generations, the 2019 Barkley study found that Gen Zers tend to demonstrate more conservative views regarding personal responsibility, dependability, work ethic, finances, and independence. However, they are more liberal and open-minded than any previous generation regarding social issues such as human rights and race, gender, and LGBTQ equality (per the 2020 Pew Research study). So, while these young consumers hold “old-school” values such as financial independence, education, and personal responsibility, they also hold progressive, non-conformist beliefs — and they aren’t afraid to speak out against brands that fail to authentically support issues important to them.

Top things to know about marketing to Gen Z 

Gen Z grew up with Google and online apps and they’ve become masters at instantly sorting through the deluge of information they receive. They tune out traditional advertising. Marketing to them requires a different approach than previous generations, so understanding these following attributes will help you connect with them.

  1. Gen Z lives online. They have short attention spans, so your messages must be brief and catchy — short-form videos with music, visual effects, and overlays are king. The 2019 Berkley study also found that these young consumers also operate in FOMO (fear of missing out) mode, so using time-sensitive posts such as the Stories feature on Instagram, Snapchat and Facebook often engage them. They use each social media app differently, so your online messaging approach needs to fit each platform. For example, they tend to use YouTube for entertainment and product information, Twitter for news, Snapchat for creativity and communication, and Instagram to showcase their aspirations. Regardless of which platform you use, be respectful of their privacy and ask permission before you contact them or share their data.
  2. Gen Z needs opportunities for engagement and personalization. These young consumers want to tap, swipe, or click on something, so interactive features such as quick polls, questions, or contests in your social media advertising allow them to participate. Provide opportunities for feedback and respond quickly to positive and negative feedback. Having a rewards program to text or email instant discount codes and freebies is another way to connect. Best of all, provide opportunities for them to experience your brand in an experiential marketing campaign such as product sampling and pop-up events. Make your experience spontaneous and delightful so participants will naturally want to snap and share hashtagged selfies of their interactions with your brand. Last, allow them to contribute ideas for product design and co-creation.
  3. Gen Z values authenticity and uniqueness. Gen Z seeks brand-name products that make them feel unique and help them create individualized fashion styles. They are more accepting of non-traditional beauty ideals and prefer to see realistic portrayals from advertisers and celebrities, according to the 2019 Barkley study. To connect with them, avoid hiring paid actors or “perfect-looking” celebrities and instead work with micro-influencers on social media (someone with 1,000 to 100,000 followers). Another excellent strategy is to work with in-person influencers on college campuses, concerts, and extreme sports events.
  4. Gen Z cares about social responsibility and positive change. Gen Z cares deeply about racial, gender and LGBTQ equality, the 2019 Barkley study and many other studies have revealed. They will not hesitate to slaughter a brand on social media that embraces a cause inauthentically or refuses to take a stand against inequalities. Their global connectivity and instant online access to information have made them more aware of global, national, and local inequalities compared to previous generations. As consumers, Gen Z leverage that information when making decisions about which brands to support. If you haven’t already engaged in cause marketing (partnering with a nonprofit), it’s time to do so.
  5. Gen Z engages with brands they find ethical. Again, thanks to their ability to access information, these young consumers can often find out where, with what, and how things are made. If a company claims to be “green” or supports diversity but can’t transparently demonstrate its stated principles, Gen Z may turn its back. Gen Z sees a brand as a whole and doesn’t distinguish between owners, partners, distributors and suppliers. The takeaway here is that even if your brand behaves ethically, you could still lose Gen Z support if any link in your network appears not to do so.
Categories
Marketing

Business to Business Email Marketing

Business-to-Business Email Marketing System

Steve Sardo Business to Business Email marketing system bizwizz

Business-to-Business (B2B) email marketing is a powerful tool for companies looking to establish and nurture relationships with other businesses. Here are the top 25 reasons to incorporate B2B email marketing into your marketing strategy:

  1. High ROI: Email marketing offers one of the highest returns on investment among digital marketing channels.
  2. Cost-Effectiveness: It is relatively inexpensive to execute compared to other marketing strategies, making it ideal for businesses of all sizes.
  3. Personalization and Segmentation: Emails can be highly personalized and segmented to target specific groups within your audience, increasing relevance and engagement.
  4. Lead Generation: Email marketing is effective in generating and nurturing leads by providing valuable content and offers to potential clients.
  5. Lead Nurturing: It allows for systematic lead nurturing, guiding prospects through the sales funnel with targeted content and offers.
  6. Direct Communication: Email provides a direct line of communication to decision-makers and influencers within target organizations.
  7. Long Sales Cycles: It is particularly suited for B2B contexts, where sales cycles are longer and relationships are key.
  8. Content Distribution: Email is an excellent channel for distributing content like whitepapers, case studies, and blog posts that can educate and engage potential clients.
  9. Feedback and Surveys: Emails can be used to gather feedback and conduct surveys, helping to improve products, services, and customer experience.
  10. Brand Awareness: Regular email communication helps keep your brand top-of-mind among your business clients and prospects.
  11. Customer Retention: Email marketing can enhance customer retention through regular updates, support tips, and special offers for existing clients.
  12. Scalability: Email campaigns can be scaled to reach a larger audience as your business grows, without a significant increase in cost.
  13. Measurability: The success of email campaigns can be easily measured through open rates, click-through rates, and conversion rates, allowing for continuous optimization.
  14. Automation: Marketing automation tools make it possible to automate email campaigns, saving time and ensuring timely follow-ups.
  15. Integration: Email marketing can be integrated with other marketing tools and systems, providing a cohesive approach to B2B marketing.
  16. Timing and Frequency Control: You have control over the timing and frequency of your communications, allowing you to reach your audience at the most opportune moments.
  17. Global Reach: Email marketing can easily reach a global audience, making it an effective tool for international business development.
  18. Mobile Accessibility: With the increasing use of smartphones, email marketing allows you to reach your audience on their mobile devices.
  19. Sustainability: Email marketing is environmentally friendly, reducing the need for physical marketing materials.
  20. Competitive Advantage: An effective email marketing strategy can give you a competitive edge in reaching and engaging your target market.
  21. Event Promotion: It’s an effective channel for promoting webinars, conferences, and other B2B events.
  22. Product Launches: Email is an ideal platform for announcing new products or services to your B2B audience.
  23. Sales Enablement: Email can support your sales team by providing them with leads that have been warmed up through targeted content.
  24. Market Research: You can use email marketing to test interest in new product ideas or market trends before a full rollout.
  25. Relationship Building: At its core, B2B email marketing is about building and maintaining relationships with other businesses, which is fundamental to long-term success.

Steve Sardo Business to Business Email marketing system bizwizz

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