A couple of months ago, we discussed ways to engage Millennials in your fair/exhibition, but there’s a newer generation to consider throughout the planning process to get the best ROI: Gen Z. This generation, which goes by several other names - iGen, Post-Millennials, Founders - encompasses those born from the late 1990s to 2010s. They are currently in their late teens or early 20s, which means many of them are starting to enter the workforce and earn their own money. Couple that with the fact that Millennials will make up 75 percent of the workforce in the next 15 years, and it becomes imperative that your fair is appealing to younger generations.
Those who fall into Gen Z enjoy spending money on recreation, much like Millennials do, but they grew up in a time of economic uncertainty, so they are also very cognizant of how they spend discretionary income. It has been noted that it can be difficult to build brand loyalty among Gen Z consumers, as they often place their focus on a particular product rather than the brand behind it. This means they seek out quality, and they do their homework on the products they choose to purchase. That being said, it is important that your fair be perceived as a place of quality and an event where Gen Z guests will feel good about patronizing. As we mentioned with Millennials, it is crucial that your fair markets its culture to different demographics within Gen Z, which is easily done by bringing in a reputable entertainment lineup.
Gen Z grew up connected to the Internet and is deeply entrenched in social media; members of this demographic often command several platforms each - Twitter, Instagram and Snapchat are among the big players, but they often use these profiles in different ways. As such, your fair should utilize various relevant platforms (Facebook is starting to lose traction with younger users) as marketing tools, but it is important to customize your approach to each. Instagram, for example, allows users to post photos and video, which can be beneficial when marketing a contest or teasing the announcement of an artist. Smart social media marketing is a requirement in order to reach Gen Z, but it is equally important to interact with them online when they provide feedback or ask questions.
Remember that Gen Z is a savvy, educated and social group, and it is one that will soon become a key part of our economy. Those who fall into this demographic may not be swayed by traditional marketing, which can pose a challenge to your fair, but it’s also an opportunity to get creative and push your team in innovative ways.