Marketing

Q&A with Jason Warner, Director UK & EMEA at SBS

No matter the brand experience there is one truth that will never go out of fashion. Fans seek out authentic experiences over fleeting trends. They want to feel like experiences extend and complement who they are, not fight and take away from their identity.

Everyone is talking about Gen Z, but most Gen Zers are still teenagers, whereas the entire millennial generation is at or near the peak of their purchasing power. 

To really connect with Gen Z, you’ve got to let go of the myths and see us for who we actually are. When you start to see us clearly, you’ll also see success, because messaging that truly resonates will build engagement and win our loyalty.

If that authenticity isn’t there, collaborations can look try-hard and superficial and can end up doing more harm than good.

Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent – it’s slowly, tentatively making a comeback.

Advertising on premium news sites not only aligns with the activity of target consumers, provides better engagement, and provides better brand safety, but it also gives brands the opportunity to support journalism at a very trying time.

Ultimately, ensure you’re providing a sense of thrill and urgency by tapping into the universal desire to feel seen and heard. Start with in-depth social listening to mine for opportunities. It’s not just what consumers are saying but how they’re emoting and expressing, context matters.

Every business struggles at times; you need the courage to learn from your experiences and keep going. And remember, if you get it right, on the rollercoaster that is running your own business, the downs are right before the ups.

There’s no sign that the experiential marketing industry is slowing down, so the future looks bright. Marketers would be wise to get their ducks in a row now to reap the rewards.