RETAILING
Part 2: A Generational Approach to Marketing by Cathryn Castle Garcia , Owner, ClearStoryCoach.com, The Azores
A FTER READING LAST MONTH’S column, “Who’s Buying?: A Generational Approach to Marketing,” a dive center employee emailed, asking, “Do you have any tips for planning social media posts using the generational approach you describe in your arti- cle?”
They are broad, cross-generational platforms. And Instagram isn’t exclusively for Millennials or Gen Z. The platforms overlap. When employing a generational approach to marketing on social media, rather than saying, “Boomers use Facebook.
Gen Z uses TikTok,” keep in mind that different generations have different concentrations of attention across different platforms.
Regardless of what generation we’re grouped into, people use di ff erent platforms for di ff erent purposes. The trick is to fi gure out how our potential customers are using the socials, and then target our content accordingly.
Great question! I hadn’t intended to make this a two-part series, but my email response ended up turning into this article. So, to my new friend Amy, thanks for the inspo. Generations and Generalizations Regardless of what generation we’re
Here’s a personal example: I use Facebook to maintain online relation- ships with friends and family; Instagram for inspiration; TikTok to be enter- tained; YouTube for learning from how-to videos; WhatsApp for texting and calling; LinkedIn to cultivate professional relationships. How people use social media matters enormously for dive centers. Borrowing from my example, imagine I’m your
grouped into, people use different platforms for different purposes. The trick is to figure out how our potential customers are using the socials, and then target our content accordingly. YouTube and Facebook are not “old people’s platforms.”
26 | SCUBA DIVING INDUSTRY
Made with FlippingBook - Online Brochure Maker