Believe it or not, it’s time to start thinking about Zillennials. We know: you’re just getting caught up on all the millennial mongering of the past decade. But the times… well, they’re always a-changin’. Right now, the Gen Z cohort has an estimated spending power between $29 and $143 billion, which eclipses that of the generation before them. How do you win them over? Fortunately, dear State Fair Organizer, you have exactly what they want, so long as you play your cards right. Let’s take a closer look:
Gen Z wants experiences over stuff. Yes, we know you’ve heard this before, but Gen Z and Millennials differ on one point: Gen Z is a lot more frugal. Big trips fall wayside to smaller, more authentic experiences. A centuries-old agricultural tradition plays right into that mindset — so long as it looks good on Instagram & Snapchat.
How to play it: Fairs naturally lend themselves to social sharing. Colorful sights and iconic images make an excellent backdrop for that perfectly-posed selfie. And performances, demos, and rides are Snapchat and Instagram Story gold. Use it to your advantage and show your experience in the best possible light. That means quality pics or well-shot candids, and purposeful, story-telling video.
Gen Z tastebuds are far more adventurous, with 42% reporting they want unique street foods on the menu, and are spontaneous with their decisions. If ever there was a match with today’s fair food, this is it. Since 30% of their spending is on food and drink, this is worth special attention.
How to play it: 1) Create a campaign dedicated to fair food alone. Be playful: use high-quality images to tantalize, get fun foodie influencers to share from behind the scenes, and show mesmerizing video of foods being prepared. But be brief: Gen Z has a short attention span. 2) Offer (and promote) food experiences: beer crawls through the fair, foodie flight samples, discounts, etc.
Gen Z is more likely to buy retail items in person than online. This is good news not just for brick and mortar stores, but for all the vendors that line your fairgrounds.
How to play it: Highlight the unique items they can buy or try at the fair, but stick to things that appeal to their market. If it’s a “unicorn” item (hard to find), all the better. Think accessories, music, craft beers they can take home, clothes… you get the idea.
51% percent of Zillennials report using social media almost constantly. When putting together your content strategy, remember, they gravitate toward visual channels.
How to play it: With all that social media usage, it’s easy to see why Gen Z has high standards. Your content needs to be curated with this in mind. Videos need to engage, entertain, and educate. Visuals need to be on point (not necessarily professional, but definitely art-directed — even your smartphone pics). And you need to hone voice that sounds playful, real, and relatable.
Fairs may be seasonal, but Gen Z is online all day long, all year long. To stay in front of Gen Z, you need to keep that content coming. (Although you can ramp up as the fair draws closer). Having trouble getting Gen Z to the fair? We can help get you started. First, read more about Making Gen Z Your Brand Advocate. Then, check out these fairs that are absolutely crushing it.
Want more turnstile marketing tips? Follow up on LinkedIn — or give us a call.
Sources: Forbes, Marketing Land, Adweek, QSR Magazine.