Marketing to a Gen Z audience may feel like you’re entering a whole new world. That’s because you are! Gen Z is the first generation who grew up with digital technology, so they’re highly connected and socially conscious. They are also cautious of any attempts to sell them. So, how do you market your products to people who don’t want to be sold to? Here, we provide eight ways to help you do just that.
1. Stop Selling and Start Engaging
Instead of trying to sell a product, focus on educating and engaging with your content. When you do this, you gain trust, and sales will follow. Craft compelling stories around your floral creations. For example, highlight the journey from cut flower to arrangement and emphasize the care, passion, and expertise that goes into it. The key is to create an emotional connection with your audience.
2. Create Authentic Content
Be transparent in what you post and infuse your unique personality into your content. Avoid being overly polished in your images and text, and instead aim for genuine, human interaction with every follower. You can build long-lasting relationships with Gen Z customers by taking them behind the scenes in your business and providing valuable information.
3. Focus on Sustainability and Eco-Consciousness
Gen Z is deeply concerned about environmental issues and values sustainability. When marketing floral products to this generation, highlight your commitment to eco-friendly practices. Rio products are sustainably grown, so mention this in your marketing. You can also use sustainable packaging options, showcasing how purchasing your floral products aligns with Gen Z’s values.
4. Gamify the Shopping Experience
Gen Zers love digital games, so add interactive features to your social media content to make it a fun experience. This can include quizzes to help customers find their ideal bouquet style or challenges that reward them for sharing their floral creations. Loyalty programs are another way to add a game element to your marketing since you’re giving points for purchases that they can redeem for discounts or exclusive products.
5. Harness the Power of User-generated Content
Gen Z relies heavily on peer reviews and user-generated content (UGC) when making purchasing decisions. Encourage your customers to leave reviews and share their experiences on your social media platforms. Incorporate UGC into your marketing campaigns to showcase real customers enjoying your floral products. This social proof can greatly influence GenZ customers when they’re deciding which flowers to buy.
6. Support Social Causes
According to Sprout Social, 73% of Gen Z consumers think it’s important for brands to raise awareness and take a stand on sensitive issues. Identify social or environmental causes that resonate with your brand and contribute to them. Whether donating a portion of your profits to a specific cause or participating in community initiatives, showcasing your commitment to making a positive impact can attract Gen Z consumers who want their purchases to make a difference.
7. Embrace Influencer Collaborations
Influencer marketing remains a powerful tool to reach Gen Z. Identify influencers and content creators who align with your brand’s values and aesthetics and collaborate with them to showcase your floral products. Consider hosting events or workshops featuring local influencers, where they can share their floral styling tips and incorporate your products.
8. Streamline Customer Service
Accountability with Gen Z includes the customer experience. Per Sprout Social, 41% of Gen Zers would choose a brand that delivers timely, responsive customer care. You can establish a strong relationship with Gen Z customers by ensuring you respond to all customer questions on your social media platforms, including in the comments. Plus, others will watch how you deal with customer service issues and want to buy from you in the future.
As you can see, Gen Z is looking for authentic content that they can engage with. You can build loyalty with this dynamic and influential consumer group using the tips we’ve shared here. Good luck — and have fun creating!