Public relations strategies are now guided by the adage, “different strokes for people of different generations”. This is especially true when it comes to maintaining client engagement across generational lines.
This new group of consumers, also known as Zoomers, has a lot of buying power. This demographic is the next generation after Generation Y (or millennials), born between 1981-1994, and before Generation Alpha, which includes people aged 10 and under. Members of Generation Z were born between 1997 and 2012. They are between the ages 11 and 26.
Each targeted segment will have its own needs for message delivery. Danielle Gober from Public Relations firm warned that retailers must stay ahead of trends when creating PR content for Gen Z. Otter PR.
Gen Zers will lose interest more easily if it’s not TikTokworthy. She told the E-Commerce Times that Gen Zers like fast, funny and engaging content.
Use Push Ideology for Better Product Promotion
Rethinking PR strategies is necessary to attract Gen Z customers now and sustain sales as they continue to grow. To be successful in sales marketing, companies must help the world instead of hurting it. Your company’s public relations must win the hearts of consumers to help close sales.
Gober explained the challenges in creating such specialized public relations.
Often, that means the content of PR cannot be created using the same old tropes as PR has been used to. Gen Zers do their homework. They can quickly find the truth if they feel the media is trying a particular spin on something.
“Finally, you must keep in mind the current environment. It’s impossible to promote a weight-loss product without being positive about your body. You cannot promote self-made millionaires unless you check to see if their parents are wealthy, and promote equality without checking the companies that donate money to them,” Gober said.
Gen Z doesn’t lie to fool people. She said they were not.
“They’re the first to fully hold everyone or every company in the media accountable. She said that if you don’t meet their expectations, they will tell you.
Insider’s view of pitching PR effectively
A PR agency can increase sales and help expand a company’s customer base. Danielle Gober shared her insights on how to effectively use PR, particularly for reaching the Generation Z.
In most cases, sales and public relations are not directly related. One of the biggest mistakes that companies make when dealing with public relations is to think they are directly related. However, the more eyes on your product, the more product reviews — and more exposure will always aid in sales efforts. She said that PR is a powerful tool.
It also can add a credibility layer to your brand. This will make consumers more willing to buy or try your product. Because they know the company and its brand, PR can increase the likelihood of potential customers buying your product.
E-Commerce Times – What are some tips for e-commerce sellers to complement their marketing purchases?
Danielle Gober: A successful campaign relies on knowing your target audience. When it comes to marketing, the goal is to target the people who will use your product the most or gain the greatest benefit. It also helps to be aware of sub-targets, and to orient press or advertisements to these people to increase your reach.
What are the mistakes that e-commerce merchants commit when seeking PR assistance?
Gober: Think that PR success will be guaranteed. It’s not. Let’s take product reviews, for example. Most journalists expect to receive free products in exchange for an honest review.
You cannot expect coverage in return for your product. Prepare to send a lot without guaranteeing publication.
Why is Gen Z such a challenging target market in the current economy?
Gober: Gen Z is not difficult to market to. It is enough to learn their language, and keep up with the current trends. The good that companies do through or because of their products needs to be highlighted.
It is also important to know the budget of Gen Z. Budget and PR expectations are aligned when you know what they’re willing to spend.
How can retailers leverage PR to attract the attention of various audience segments?
Gober: Market to Gen Z, and all generations in between, differently than you would to Boomers. Each generation has their own reasons and desires to purchase. Each segment pays attention in its own unique way to trends.
Social media is the most common way to do this. When targeting specific demographics, you must pivot but also remain consistent with your message. You have to strike a delicate balance.
What are the most effective ways to use PR to increase e-commerce?
Gober: Consider all the opportunities that are available to you. You will be seen less if you limit yourself to a few publications. Even midlevel publications can make a difference for a campaign when they are targeted to the right audience.
What are the differences between these strategies and traditional retail strategies?
Gober: Traditional retail is fast becoming obsolete. This isn’t something I’ve seen in my working life. Even when I was a retail worker at a small boutique during college, we used social media and web development to stay up to date and to get customers to come into the store.
