In the past few years, many businesses have focused their marketing efforts on reaching the millennial generation. Today, the youngest millennials are finally entering the workforce making way for the next generation of influencers, Generation Z (Gen Z). According to Forbes, Generation Z is typically defined as those born between the years of 1996 and 2010. Gen Z’s and millennials might share commonalities, but don’t let that fool you into thinking Gen Z’s will respond to the same type of marketing. If you want to capture the attention of this influential generation, it’s important to understand their lifestyle. Here’s a look at what makes Gen Z’s different and what these differences mean for your marketing strategy.
The digital world is their world
Generation Z is the first generation to grow up completely immersed in a digital environment. Having never lived in a world without internet, connecting and engaging through digital media is not necessarily a conscious decision, but more so a part of this generation’s culture. According to a study by Goldman Sachs, nearly half of Gen Z’s are connected online for 10 hours or more per day through their mobile phones and other devices.
Take advantage of Generation Z’s mobile attachment by incorporating text messages into your marketing strategy. These digital-first thinkers are available to see your ads at any given moment on their mobile devices. With text marketing, you can target mobile users in Delaware, Maryland or Pennsylvania to help drive Gen Z’s into your local business. Text messages are reported to have an open rate of 90 percent within 3 seconds, making text marketing an extremely effective way to reach mobile audiences (Adobe).
They do their research
Generation Z’s digital penchant might lead you to believe that they also prefer a digital shopping experience, but research shows that’s not the case. According to a study by NRF, 67 percent of Gen Z’s shop in brick-and-mortar stores most of the time, with another 31 percent shopping in-store sometimes, which indicates 97 percent of this cohort shop in brick-and-mortar stores at least some of the time. Once a Gen Z decides to visit your store, what sets them apart from other generations is how well-informed they are about the items they plan to purchase. According to IBM, 98 percent of Gen Z’s know exactly what they’re looking for when they walk into a store. For Gen Z’s, the decision-making process begins with online research where they look at cost, quality and user reviews. When it’s time to buy, the Gen Z shopper already knows what item they want and where they can find it.
If your goal is to attract Gen Z shoppers to your business, you’ll need to capture their attention while they’re still in the online research phase of the purchase cycle; and the best way to do that is by grabbing their attention with video. Because Gen Z’s spend more time conducting online research, it’s important to provide them with as much information as possible about your business’s products and services online. In addition to written descriptions and images, including informative videos on your business’s website and social media pages will help Gen Z’s discover the features and benefits of using your products.
They’re more fiscally conservative
This is where Generation Z’s and millennials really differ. According to Goldman Sachs, Gen Z’s are acutely focused on the financial consequences of their decisions, which is a far cry from the millennial mentality to “follow your dreams at all costs.” Evidence of these opposing ideologies is also seen in generational definitions of success. According to the Cassandra Report, 66 percent of Gen Z’s believe that having “a lot of money” is evidence of success, while only 44 percent of millennials believe the same (Goldman Sachs). “A survey by Lincoln Financial Group found that Gen Z is saving much earlier than previous http://www.dbcinteractive.com/radio/generations – 60% of them already have savings accounts. The same survey revealed this generation’s top three priorities: getting a job, finishing college, and safeguarding money for the future (Precision Dialogue).”
The fiscally conservative nature and age of Generation Z’s make them less likely to splurge on non-essentials like satellite radio. If you want to reach the Gen Z market, radio advertising is where you want to be. Targeting Gen Z’s through radio is easy because of their very predictable school schedule. Gen Z’s are also more likely to listen to new music, making it easier for you to determine which local stations will best reach this demographic.
Ready to start marketing to Gen Z?
If you want to reach Gen Z’s with your marketing, understanding their differences is the first step towards developing a well-rounded marketing plan. The experts at DBC Interactive understand how to reach Gen Z’s through text message, video and radio marketing in Delaware, Maryland, and Pennsylvania. If you’re not sure where to start, contact DBC Interactive for a free marketing consultation today.
Things change constantly in the food industry. New regulations, new customers, new tastes, new ingredients. There’s one thing that might always change for your Delaware, Maryland or Pennsylvania restaurant…it’s the menu. Rotating your seasonal menu might be stressful, but worth every second. It keeps your guests excited, your staff creative, and your competition at bay. But when your menu changes seasonally, marketing your new menu could be a challenge. Buzzwords like “fresh” or “seasonal” won’t help you stand out anymore with so many restaurants and bars opening. You have to outthink your competition and create new ways to draw diners in.
It’s crucial that you publicize the launch and popularity of new menu items. Without showing off your new additions, customers might pass you by. Take a look at these creative ways to easily take the head ache out of marketing your latest menu release.
1. First things first have a strong search engine result. SEM can help.
It shouldn’t be a surprise to hear that restaurants have become one of the most heavily researched businesses by consumers. In a survey conducted by OpenTable, with over 6,000 participants, they found that:
- 87% of respondents said they found restaurants via online searches
- 86% read the menu
- 60% consult with online reviews
Your restaurant can’t afford to not have a strong online presence. Search engine marketing, or SEM, can help your business increase visibility in search engine results pages through paid advertising. Without working on a search engine strategy, your Italian restaurant in Baltimore, Maryland might now show up when someone types “Italian restaurant Baltimore” into Google. It should, and you can get it to the top of results with something as simple as keywords.
One way to boost your search engine results is by spending time with Google Adwords. Google AdWords is Google’s advertising system where you bid on certain keywords and win clickable ads that appear in Google’s search results. DBCi knows how to use pay-per-click methods, like Google Adwords, to spread the buzz about your new menu change.
2. So you got people on your site, now don’t lose them.
Being top on search engine results might help lure some new food lovers to your restaurant’s website, but retargeting helps even more. Retargeting keeps your restaurant’s advertisements in front of buyers after they leave your website, sending ads for days or even weeks after they visit your website. With retargeting, your restaurant can reach interested customers more often. Getting foodies to your website should be an ongoing focus to ensure a constant funnel of customers. And once they find your site, make sure you leverage each visit with a retargeting strategy.
DBCi knows how to use retargeting so that your restaurant doesn’t lose one interested Foodie. But, retargeting isn’t the only way to attract new and regular customers. Having a strong reputation is key to ensuring all your marketing efforts do their job.
3. Get fans to love you more with email marketing.
Maybe you already have a loyal following or want to beef up your fan base a little more. Email marketing has one main draw that you don’t want to miss. It requires users to sign up for newsletters, making it one of the few marketing channels directed at an audience that wants to receive the message.
Because you’re among fans, you can be personal, giving your readers special offers and even behind the scenes glimpses. This gives an air of an exclusive community for your bar or restaurant. The goal of every email is to keep your customers engaged, excited about your restaurant, and give them an incentive to return. That’s why email marketing is perfect to publicize new menus.
As for results, email marketing is unmatched for ROI. The Direct Marketing Association’s latest data shows a return of nearly $41 for every dollar spent on email marketing. But, finding time to collect email addresses and write effective emails can be difficult. DBCi has a team that can easily get email marketing set up for your business in time for the latest menu change. With just one email blast, hundreds can read about your latest and delicious menu items.
4. Use video to show off what you know best: Food.
Watching food preparation is one simple way to get people thinking about eating food. Your restaurant or bar can use videos to show off your brand’s newest items and unique style. By making a simple food preparation video, your regulars can share the video and spread awareness for new menu items instantly.
A marketing move you can do easily is create a YouTube channel to store all your videos. Create and then share on YouTube some shots from your restaurant, maybe in the kitchen or as the plate meets the dinner table. Remember, people are searching for your restaurant and want to see its offerings. By posting videos online, your restaurant can appear more on Google and will help in ranking your website. Why not show them exactly what your newest plate looks like with video?
DBCi knows how to show off your videos on your restaurant’s website or social media platforms. By including video online, your restaurant can break the news of menu changes in an engaging way.
Restaurant marketing shouldn’t be a hassle.
You might have too much on your plate already in the restaurant industry. Don’t think that restaurant marketing is just another headache to deal with. Use your seasonal menu as a marketing tool for your eatery. Promoting new food items can be easy with DBCi. Contact us today to learn more!
To read more about restaurant marketing, read our blog on Delaware Valley restaurants.
You have great food. Your restaurant looks good. And you finally got the back of the house into working order. All you’re missing are the crowds of hungry patrons. While the Delaware Valley has more than its fair share of outstanding eating options, not all restaurants are experiencing the same levels of success.
With so many great options available, diners in the Delaware Valley need more than word of mouth to convince them to choose your establishment. In this competitive marketplace, marketing and advertising can make the difference between busy kitchens and layoffs. Here are four tips to jump start foot traffic.
Awareness Marketing can Also be Targeted
You need to reach large numbers of people without paying a fortune. DBCi can develop an image-rich email for your restaurant and send it to the consumers in this area who will be most likely to appreciate your menu, your location and your price points. That means marketing news about your restaurant will only go to the people most likely to appreciate your offerings, and most likely to visit soon. You can measure the success of marketing efforts like this one by including an offer or a coupon
Use Mobile Location Technology to Market to Patrons Already Nearby
Did you know that restaurants are the most-searched industry on mobile devices? People are always looking for a good place to eat nearby. Geo-fencing is a digital advertising technique that sends ads to mobile phones near your location. This technology pinpoints users through their GPS-enabled smartphone and delivers your ads to patrons on their phone within a virtual perimeter that you set. That means that you can reach people with ads about your restaurant at a time when they’re already looking for a place to eat. It’s truly a win-win advertising solution.
Start Marketing With Videos
What’s better than beautiful photos of food? Professional videos of your location, your team and, of course, your gorgeous food. Use video to expand on your selling message, and use them in social media, on your website, on-site and as a part of a digital marketing campaign. DBC Interactive can help you create top-notch videos that romance your restaurant and make your food look fantastic.
Make Sure Your Website Is Responsive
Patrons are using more types of phones, tablets and laptops than ever, and each device shows digital sites in different ways. But regardless of what type of devices diners are using, they expect restaurants to have a one-size-fits-all online presence. Providing the best experience for your customers should be easy and we can help by allowing one platform to update content across all devices, provide an integrated digital experience and boost your search presence in the process.
You Have Dozens of Marketing Options
We’re committed to using the right tools to help you reach your marketing goals quickly and cost-efficiently. If you haven’t talked to a DBC Interactive representative lately, you may be surprised at how flexible and affordable our offerings can be. Contact us today and let’s talk about the best ways to grow your business.