7 essential items for every business’s holiday season to-do list

Question: What’s one of the 7 essential items for every business’s holiday season to-do list?
Answer: Ensure you have enough staff members and products to meet a sudden rush.

“With the holiday rush, ensure you are properly staffed with both people and products to meet demand when a rush comes in suddenly. Make sure you haven’t overlooked overlapping travel schedules or potential product shortages.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “7 essential items for every business’s holiday season to-do list” at The Business Journals.

10 helpful strategies for restructuring your management team

Question: What’s one of the 10 helpful strategies for restructuring your management team?
Answer: Integrate new leaders with the existing team.

“Don’t switch out the entire management team at once. Keep reliable key leaders, and allow for new leaders to step up and integrate with the proven management team structure for strong growth.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “10 helpful strategies for restructuring your management team” at The Business Journals.

The Path of Today’s CPG Brands

Increased competition from niche brands has not only weakened traditional brand loyalty, but has also created a paradigm shift for how CPG brands do business. Our Director of Client Development, Cyndi McMaster, explores the challenges and opportunities for today’s marketers.

Read the full article on Retail TouchPoints.

14 Ways Brands Can Win Eyeballs On TikTok With Relatable Videos

Question: What Is One Way Brands Can Win Eyeballs On TikTok With Relatable Videos?
Answer: Get Creative With First-Person-POV Camera Angles.

“TikTok viewers enjoy first-person angles and points of view in content (such as videos that allow them to go on a roller coaster without having to ride it). So try to be creative in your camera angles when capturing imagery of your brand experience so that viewers can feel as if they are the ones in the driver’s seat.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “14 Ways Brands Can Win Eyeballs On TikTok With Relatable Videos” at Forbes.

How 16 Agency Pros Find Inspiration For Creative Campaigns And Copy

Question: What Is One Way For Agency Pros To Find Inspiration For Creative Campaigns And Copy?
Answer: Find Time For Quiet Reflection Every Day.

“Inspiration can come from virtually anywhere if you find time for quietness and reflection during the day—even in a board meeting. If you’re actively and quietly listening, you can have an “aha!” moment or inspirational idea at those times, or when driving, walking or reflecting on your day.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “How 16 Agency Pros Find Inspiration For Creative Campaigns And Copy” at Forbes.

What marketers are missing about zero-party data

What is zero-party data? It’s a key that can unlock entirely new models for customer engagement, if marketers embrace it. It can also fulfill the promise of true personalization and build a foundation of loyalty and trust with your audience.

Our SVP of Marketing & Client Development, Christian Jones, examines how to leverage zero-party data to drive successful engagement. Read the full article on VentureBeat.

15 Ways Companies Can Build Brand Reputation Sharing Honest Reviews

Question: What is one of the 15 Ways Companies Can Build Brand Reputation Sharing Honest Reviews?
Answer: Comment On Less-Than-Stellar Reviews To Address Customer Concerns.

“If there is a less-than-stellar review, a brand can take the time to effectively comment and address any customer concerns related to the product. When another potential customer sees the brand’s response, it raises trust in the brand that it will effectively address customer concerns and act to fix them.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “15 Ways Companies Can Build Brand Reputation Sharing Honest Reviews” at Forbes.

How Holiday Planning Looks Different For Marketers And Advertisers In 2022

Question: Why Does Holiday Planning Look Different For Marketers And Advertisers In 2022?
Answer: ‘Seasonal’ Promotions Can Drive Sales All Year Long Now.

“Holiday sales and marketing have continued to expand well beyond Black Friday and Christmas, with holiday sales and promotions now starting in early fall and running through the New Year. In addition, Amazon Prime Days happen in the summer, which means there can essentially be promotions all throughout the year that drive consumer sales all year long.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “How Holiday Planning Looks Different For Marketers And Advertisers In 2022” at Forbes.

12 marketing mistakes many small businesses make (and what to do instead)

Question: What is one of the 12 marketing mistakes many small businesses make (and what to do instead)?
Answer: Not bothering with marketing at all.

“Customers won’t necessarily come unless you actively market your business and let the public know about your service or offerings. It can be as simple as making sure your retail display signage shows you are now in business to launching digital, print or offline media campaigns promoting your business services. Also, it doesn’t hurt to kick off with special promotions to get the consumer to try your products.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “12 marketing mistakes many small businesses make (and what to do instead)” at The Business Journals.

Don’t Blur the Lines When Marketing to Millennials and Gen Z

Smart performance marketers are making the distinction
between these two generations of consumers

Adweek

Gen Z is standing apart from millennials more than ever.
Getty Images: RGStudio

When developing marketing plans, it’s all too easy to lump different generations of buyers into similar categories, hoping to hit them both effectively with broader messages. Unfortunately, this doesn’t work with millennials and Gen Z which, on the surface at least, may seem easy enough to put into the “under 41 years of age” category and hope for the best.

Dig down deeper and you’ll see that there are some clear distinctions between American consumers aged 26-41 (millennials, or Gen Y) and those aged 10-25 (Gen Z). Here are five differentiation points that performance marketers should factor in when creating advertising and content for millennial and Gen Z consumers:

Gen Z likes to disconnect

While millennials came of age along with technology, most Gen Zers have been using it since they were infants or toddlers. “Phones have transformed from a way to communicate with friends and family from a distance into a doorway giving people and companies 24/7 access to each other—and all the information in the world—with the tap of a finger,” writes Stefan Pollack in Forbes.

This might indicate a love of digital interaction on the part of younger consumers, but in reality they do enjoy talking face-to-face: “It seems that while using technology can provide an escape for millennials and older generations, the escape for digitally native Gen Zers is to disconnect and be in real life,” according to Pollack.

Social media: Boredom killer or connectivity tool?

According to Relative Insight, Gen Z finds value in the connectivity of social media. They use Snapchat and TikTok to keep up with what’s going on with family, friends and colleagues. They’re also using newer platforms like BeReal, which has been downloaded more than 43 million times since its launch in December 2019 and has grown its user base by 315% as of August 2022. Not to be left out of the party, TikTok recently rolled out TikTok Now, which emulates some of the core features of BeReal’s platform.

Unlike Gen Z, millennials view social media as a place to scroll through their feeds to stave off boredom and kill time.

They spend differently

Gen Z is more apt to put a small financial windfall in the bank or purchase gifts for loved ones, Relative Insight says, and tends to place a lower value on pricy items and material possessions. Millennials think differently and are more apt to invest in a fun vacation or a designer bag.

“This could imply that, because they have greater financial security in their daily lives, they think they deserve a treat,” the report points out, “or that they put less cultural emphasis on the importance of saving money, and they really are the entitled generation.”

Authenticity is a must-have for Gen Z

Citing recent CM Group research, Alexandra Pastore of Women’s Wear Daily writes that Gen Z buyers are practical, ambitious and focused on education. They like to buy from companies that are authentic—right down to their designs, brands, products and social impacts.

“In the past, the images people saw in media were aspirational and out of reach for many of them,” Allison McDuffee writes in Adweek. “More recently, consumers have become wary of meticulously curated and perfectly polished content. Consumers are now searching for genuine, human connections and the accompanying imperfections: A selfie without makeup, a look behind the screen or a vulnerable moment with fans.”

Online versus in-person

Shopping habits are another major differentiating factor between these two generations. Millennials prefer to shop online while Gen Z enjoys browsing and buying in physical stores. “If you’re targeting Gen Z,” advises Jennifer Herrity of Indeed, “consider ways you can bring more people this age into your stores with social media-worthy experiences.”

Keeping both the generational similarities and differentiation points in mind will only become more important for marketers as they work to reach and engage with younger consumers. As you plan your next campaign, try to avoid blurring the lines between these two distinct consumer groups.