If you are struggling to attract the next generation to your business, then alarm bells may be ringing.
After all, your current customer base will one day die out, and if you haven’t got a younger audience to replace them with, then your business can wither and collapse rapidly.
The problem with trying to attract a younger audience is that, unless your products naturally appeal to them, it can be a difficult sell. At this point, it is easy to become desperate, launching cynical marketing exercises which jump on the bandwagon of a cause you think young people care about or use younger models in your advertising who don’t suit your brand image.
This will only make the issue worse and potentially destroy what you already have. The younger audience you are angling for will see through your tricks and turn away from your brand. Meanwhile, your existing audience will feel neglected and betrayed, feeling your values have changed.
The inevitable result is a drop in customers and a hit to your brand image.
However, this is not to say it is impossible to attract a younger audience. It simply requires careful planning and a comprehensive understanding of your target market.
This is how to attract a younger audience to your business:
Use branded fashion as an incentive
One of the simplest yet most effective methods for attracting a younger audience to your business is to invest in branded apparel that appeals to the intended demographic. Then, when members of your target market start wearing the branded clothing, others will take note and begin to build an emotional connection to your brand.
This can be immensely powerful, yet the cost of branding a pair of shoes, for example, is relatively low and easy to produce. In addition, specialists like Anthem Branding can provide you with high-quality branded clothing in a matter of weeks.
Find out how you can solve their problems
If you want to appeal to a younger generation, you need to make their lives better in a meaningful way. There is no point wasting time and money on a demographic you can’t help, so consider what problems your products or services can solve in this market.
You might find that you simply need to adjust the marketing message behind a particular product, or perhaps you must offer a new service specifically targeted at a younger audience.
People vote with their own self-interest, so appeal to these needs and wants, rather than through a generic marketing campaign.
Have younger representation within your company
It always helps to have a representation of the demographic you cater for within your own organization because they will know better than anyone how to appeal to that particular market.
Therefore, make sure you have a number of younger employees who can help inject some youthful energy into your company.
Don’t jump on any bandwagons
Finally, avoid the temptation to jump on any cultural bandwagons. Capitalizing on a vital trend or subject in the news or on TV rarely ends well because it smacks corporate cynicism.
Trying to leverage a particular event or cultural reference to sell your products has to be extremely well-judged because if you look fake, then your brand image can take a huge hit.