MOBILI办公家具服务部-知否知否Z世代你不懂

2016-10-17 11:03:42 4

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Z世代包括两个不同的群体,细分市场将占据主导,这意味着在定位时要采用少即是多的策略。


  • 不要游走在边缘,选择一边但要确保忠于自己的本性。


  • 目标不是一种营销工具,它是公司的一个长期承诺,是对品牌价值的承诺。


  • 不能将目标强行加入公司战略中。


  • 借助中间派意见领袖将Gen Me 和Gen We联系在一起,不要疏离任何一方。



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  • 品牌在中间真正发挥作用的唯一途径是借助意见领袖的力量和维持较高的品牌SROI(社交投资回报率)。


  • 考虑一下您的品牌在焦虑年代可以扮演怎样的角色。这一代人遭遇心理健康危机,而你的品牌可以成为变革者。


  • 无论是Gen Me还是Gen We,他们都推崇亲身实践、注重结果并求真务实,这说明他们追求的是持之以恒和真实。



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Gen We



  • 品牌需要将同理心融入其业务的各个方面。


  • 不要只是在广告活动中提及多元化,要在工作场所中以及与他人开展业务的过程中加以体现——Gen We 不会只看表面。


  • 利用买方的力量。Gen We希望购买他们信任的品牌而不是避开他们不信任的品牌。他们希望商业领袖能弥补人们对政府失信的领域所产生的空白。


  • Gen We渴望建立联系。品牌应提供线下体验、活动和研讨会,以对抗因社交媒体而产生的孤独感。



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  • 仅向社区提供需要的产品。吃不饱的孩子真的需要时髦的鞋子或太阳镜吗?


  • 向Conscious Period这样的新公司学习,该公司向美国无家可归的妇女捐赠女性卫生用品。


  • 对沟通策略保持乐观:53%的消费者认为未来会更好。尽管厄运连连,但对Gen We来说保持乐观心态但同时又能接受现实至关重要。



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Gen Me


  • 创作内容帮助他们逃离。考虑由ASMR主导的内容并借助Instagram平台。


  • 如果你想雇用年轻人,就要放弃企业氛围。他们追求灵活性和非正式性。


  • 不要追逐文化,要创造文化。Gen Me想要参与病毒式传播。从肯德基和阿迪达斯等品牌那里寻找灵感。


  • 在中国,Gen Me被视为冲动购买者并且受到社交媒体的鼓动。



There are two sides to Gen Z, and micro-segmentation will reign, meaning less is more when it comes to targeting.


Don’t play the sidelines, pick a side but be sure to stay true to your DNA.


Purpose isn’t a marketing tool, it’s a long-term company commitment, a commitment to your brand values.


You can’t shoehorn purpose into your strategy.


Use the bridging influencers to connect both Gen Me and Gen We without alienating either side.


The only way for brands to authentically play in the middle is when the influencer and brand SROI (Social Return On Investment) is high.


Consider what role your brand can play in the age of anxiety. Mental Health is a crisis for this generation, and your brand could be a change-maker.


Whether Gen Me or Gen We, this group is hands-on, results-driven and pragmatic, which means they want authenticity and consistency.


Gen We

 

Brands need to bake empathy into all aspects of their business.


Don’t just talk about diversity in your campaigns, represent it in your workplace and with the people you do business with – Gen We will look under the surface.


Leverage the power of buycotters. Gen We wants to buy into brands that they believe in, not avoid ones they distrust. They expect business leaders to fill in the gap where governments have lost trust.


Gen We craves connection. Deliver offline experiences, events and workshops that combat the loneliness social media is creating.


Giving a product to communities only matters when the product is needed. Do trendy shoes or sunglasses really matter to a starving child?


Look towards new companies like Conscious Period, which donates female sanitary products to homeless women in the US.


Bake optimism into your communication strategies: 53% of consumers see a better year ahead. Despite the gloom and doom, it’s important to stay upbeat yet realistic for Gen We.


Gen Me

 

Create content to help them escape. Think ASMR-led content and Instagrammable activations.


Lose the corporate vibe if you want to hire youth. They’re looking for flexibility and informality.


Don’t chase culture, create it. Gen Me wants to engage with viral moments. Look at brands like KFC and adidas for inspiration.


For China, look to this segment of Gen Z to be impulse purchasers and triggered by social media.

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