What makes these young consumers different than older ones? A lot!
Generation Z or Gen Z, are currently between the ages of 6-24. While this group is not talked about as much as Millennials, they make up a quarter of the U.S. population and should be on your radar as a lucrative target market.
What makes these young consumers different than older ones? A lot!
Gen Z is the most skeptical generation, especially regarding spending money, however, when these young consumers find a brand or place they trust, they will spend significant amounts of money there.
Gen Zers are willing to spend their limited dollars on dining out and unique, fun experiences, as long as the establishment meets the relatively high standards that have been created through social media.
While most of Gen Zers are still children who aren't yet totally in control of their finances, they do influence mom and dad who regularly open their wallets to please their financially draining offspring.
Teens and young adults who have cash at their disposal are excellent targets and travel in groups when they decide a place is “their place.” Keep in mind that the older Gen Zs are currently the main population on every college campus, which can provide an enormous opportunity for entertainment venues if you can grab their attention.
Let's explore college life for a minute...
As a former member of college Greek life, I can say with confidence that college clubs and organizations are regularly on the lookout for an out-of-the-ordinary, fresh spot to host their events, besides the local bars. Clubs and organizations on a college campus typically host a few fundraisers each year, along with social events every month. These gatherings need to be hosted somewhere and campus bars usually get booked very fast, leaving a large number of clubs and organizations with nowhere to host their events. It's a definite problem for the leaders of these groups who are tasked with the ongoing drudgery of providing a fun, unique venue for their social outing. Even small, community colleges have a significant number of clubs and organizations so the possibilities of booking your center into their plans are endless, and can be a very welcomed option for busy group planners.
Student organizations love weatherproof activities like bowling and indoor entertainment options which helps them secure a crowd even if Mother Nature is in a mood. Gen Z loves friendly competition and Instagram-worthy activities, which makes bowling and arcade attractions a perfect spot for their next event. These young consumers love casual spaces where they can socialize with friends and hang out for long periods, so if your center has additional entertainment options besides bowling, that's a huge plus - if it involves the bar and bar specials, even better!
How do you find the decision-makers of these student organizations?
Warning: this is going to sound pretty old- fashioned,but it works! The best way to reach the decision-makers of these clubs and organizations is to go to the student union at your local college and pick up some flyers, which usually identify the group's coordinator. The school website often lists clubs and organizations with the name and email of the club organizer also.
Final thoughts - Targeting Gen Zs can be a lucrative part of your marketing mix. They have money to spend and expect an Instagram-worthy, dynamite experience, at a place they feel like a guest, not a bother.