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Seeking Marketing Strategies to sell to Generation Y?

Do you feel tired and frustrated thinking of ways to sell to Gen Y? Here we provide 9 tips to get you started.

Here is one Gen Y perspective and we invite others.

Last weekend my partner and I ventured to our local mountain range for some snow skiing.  Day one was great weather, an intense cardio work out and gave us our fix of breathing in crisp fresh air. Day two presented us with a bleak and miserable day which provided the opportunity for us to be tourists in our local area.

So we walked around the Alpine town and took time to notice the little things that we usually drive 100km an hour past. We even visited the local tourist information centre and reconnected with an former baby boomer acquaintance of ours who worked there. Through this conversation, I was presented with a real opportunity to source a baby boomer perspective in the tourism industry and subsequently will now share my insight as a Gen Y.  

Alpine Snow

Baby Boomer’s & Generation Y walking through Snow in Kutchan, Japan

During our visit, our baby boomer acquaintance was feeling tired and frustrated by the different behaviours that Generation Y brought through the door. From her perspective, some of the Gen Y behaviours include;

  • impulsive decision makers who after viewing a 30 second video decide this alpine area would be a great place to visit
  • lazy researchers who after seeing a video would then walk in the door expecting prompt answers to ‘Where should I stay’?
  • impatient communicators who rather than listening to driving instructions on how to get to their accommodation are seeking a GPS address instead
  • poor problem solving skills when they ask questions like ‘What should I do today, should I walk to the park or down to the shops’?
  • poor planning skills who don’t take the time to view the weather forecast and pack appropriate clothing and activities

Rather than feeling frustrated, what an opportunity this presents to small businesses in the tourism industry to adapt their marketing strategies to this behaviour.

Rather than complaining as if we have the power to alter the behaviour of a whole generation, let’s be realistic and look at what it is we can change to respond to these new behaviours.

Rather than letting our difference in behaviours be a barrier, lets be progressive and leverage from these.

So to specifically respond to the perspectives above, below are some suggestions which are already in existence. Smaller tourism businesses may find these helpful to address in their marketing strategies. We would love to hear some more suggestions/examples.

  1. providing online contact forms, links or tourism apps at the end of destination promotion video’s
  2. using these online tools to source the data from the Gen Y consumer on what information they are seeking to help navigate their buying decisions
  3. emailing options to send information on one stop shop holiday package deals
  4. providing a weather forecast news feed on social media platforms
  5. providing tailored videos within tourism information centre’s categorised such as indoor, outdoor, food, wine, passive, active
  6. providing QR codes as alternatives to hard copy brochures so that they can store the same information electronically
  7. influencing tourist venues to provide a GPS address
  8. designating roles to collate the information and data mine
  9. embracing intergenerational learning and employing Gen Y to either implement or mentor the older generations on technology

… to explain the benefit or purpose of this action to the betterment of the tourist location, Gen Y and other generations.

So if you are part of a traditional business and are feeling tired and frustrated by your Gen Y consumers, you may want to consider adapting your marketing strategies. If you are not willing to adapt, consider hiring a Gen Y who will.

If you are seeking problem solvers for your industry, contact us to discuss some options.

About the author

Lisa Mangelsdorf

I confess that I work to live rather than live to work. But when I can combine my passions into my work, I work best. This blog brings together discussions about one of my passions which is connecting people. I endeavour to fight the norm by chasing flexible working options and change seekers, hence my involvement with this blog. I'm fortunate to be connected with a global team at GAIA Insights. Retaining Gen Y within the workforce is an issue for most businesses across the globe. For help contact us because we know EXACTLY what they want from the workplace and we can help your business retain that key talent.

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