ARS Blog Archive

Archive, Online category

Reaching Out to Generation Z

June 22, 2015

Aisle Rocket ADstronaut Andrew here.

Last night, I read a great article on AdAge.com, Still Obsessing Over Millennials? Here Are 6 Rules for Reaching Generation Z, written by Bill Alberti. I’m not often a fan of thought pieces, mostly because they meander (as mine might) and don’t have anything of value to say except to the echo chamber of agreement. However, Bill gets straight to the point and offers a lot of great insight into a new and emerging audience with his list:

1. Show ’em your true (weird, quirky, funny) brand personality.
2. Have #NoFilter.
3. Find a cause, ’cause it’s important to make a difference.
4. Get social in the channels where Gen Z lives.
5. Find their tribes.
6. Break through the clutter.

Maybe I’m being contrarian here, but I feel like “6 rules” are almost too absolute for this group. Why? Well, even though Generation Z (persons born after 2000) is easier to find and is more active online than any other generation at their age, they’re still so new and still so often misunderstood, even by me. Many of them are still trying to figure out who they are and what they want to do, so trying to solidify any rules or strategies this early on could ultimately be pointless. We are at a Socratic paradox with Generation Z; we only know that we don’t really know too much about them.

This is an incredibly unique generation of buyers. For example, every one of my cousins under 10 knows how to use Twitter, Instagram, Facebook, and has his/her own iPhone or Android tablet. This emerging generation is even more deeply entrenched with technology than any other, including my own, and that’s going to be crucial to the future of marketing. However, this doesn’t give us any indication as to what they are looking for in a product, service or brand or how they want to be reached.

As a Millennial, I’ve been targeted lately by brand campaigns tied in with charities. Similarly, according to Bill, Generation Z “wants to know that what they’re doing, however small, is enough to make a difference.” While I think it’s a great and necessary step forward for brands, I’m not entirely sure that this is important to them. That’s not to say that I don’t think they care, but rather that it’s not as highly ranked for them. For decades, Baby Boomers and even Millennials have been driven by loyalty toward certain brands. It seems to me like Generation Z is more driven by the popularity of the brand, swayed more powerfully by trends than we were.

Although, sometimes even solid attempts to reach out to them with loud and colorful content can be ignored. Much like I’m sure any parent with a child can relate, sometimes even raising your voice will get their attention. When everything is loud, nothing can stand out. So it’s not about volume, it’s about strategy; how you approach and how you create loyalty. I’m certain that this is true for any generation: past, present and future.

A great example of a strategy I think works on Generation Z is Oreo. The famous cookie brand has stayed relevant by talking WITH Generation Z, as opposed to talking AT them. When the lights went out at the 2013 Super Bowl, Oreo was the first to respond on Twitter with a clever response. Oreo regularly updates their Instagram and works alongside their marketers when a new flavor comes out. So when Oreo S’Mores (“S’moreos”) were announced, the social media team helped keep people talking about them. Generation Z followed suit to the trend, and it seems to be a pretty successful campaign so far.

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How your brand speaks to them and how you keep them interested in this “Age of Distraction” is the challenge, but it’s one we’re all figuring out. At the end of the day, the only absolute we can all agree on for now is that to reach Generation Z we will all have to be creative and take chances. Until then, they’re just a younger extension of the Millennials.


Bold New Look. Same Awesomeness.

May 29, 2013

Refueled. Reignited. Relaunched.

 

Have questions? There are answers below.
1) What does ARS stand for?

Aisle Rocket Studios

 

2) What does Aisle Rocket Studios signify?

Well, it all started in the Aisle. For 30 years, we’ve learned what motivates people to purchase, in-store and online. Rocket represents a spirit of adventure, energy and innovation. In our Studios, sleeves are rolled up and a sense of experimentation and collaboration are ever-present.

 

3) What’s changing?

We’re always changing. This change reflects the idea that shopping is a seamless experience that can happen everywhere, not just in-store or online. We now have a strategic focus to bridge the physical and digital spaces. See our services.

 

4) What’s not?

We’re the same group of 250-plus über-achievers with a deep passion to be the most flexible partner for our clients.

 

5) Is there a new URL?

Yes, we’ve just launched AisleRocket.com.

 

6) Will email addresses change?

Yes, those too. Our new email format will be first initial + last name + @aislerocket.com. So if your contact is John Smith from Aisle Rocket Studios, his updated email address will be jsmith@aislerocket.com.

 

7) Has ownership changed?

No, Aisle Rocket Studios is a privately owned company. Our fearless leader, Scott Norman, remains CEO and owner. Check out the rest of our leadership team.

 


Four Great Brands. One Powerful, New Company.

May 15, 2013

VCG-V6

Every team has a star player. It’s the same with multi-brand corporations. Each one has a few brands that stand out above the others. Monessen Hearth Systems Corporation (MHSC) was no exception.

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Cook More & Love It with Kenmore

May 15, 2013

cookmore_V3

Kenmore customers love to cook. For years they’ve been asking, “Where’s the Kenmore cookbook?” So when Kenmore’s 100-year anniversary rolled around, it seemed like the perfect time to give people what they’d been asking for. Thus, Cookmore.com was born.

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“Do Life. Not Dishes.” videos

May 15, 2013

KM-Videos-V3

Traditionally, appliance feature videos are chock full of useful information about what makes a complicated doodad run better, faster, and more efficiently. All this info is great, except for one thing — nobody is listening. Read more


ARS gives the Kenmore Genius blog a makeover

April 22, 2012

Kenmore_Blog_2

Social media is not just a vehicle for communication. It is more than just content and comments. It is an organic phenomenon, always changing alongside the people that interact with it. Read more


Plan a child’s party like never before

February 22, 2012

PBS_Kids_Party_planner

Kids’ birthdays are a time to celebrate with friends, including their favorite characters. Parents want to get their child’s character-themed birthday just right, so ARS and our client PBS KIDS have joined together to build an easier way to make kids’ birthday party dreams come true.

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ARS rethinks garage organization

December 15, 2011

Gladiator_V4

Remodeling takes planning, hard work and a big toolbox. It also takes vision. That’s why we created the Gladiator® GarageWorks Design Studio — a tool to help you imagine, design and build your dream storage space. Read more


ARS wins the 2011 CIMA “Best Cross Media Campaign” award

November 16, 2011

ARS and the 2011 Amana brand campaign took home what is arguably one of the biggest wins at the Chicago Interactive Marketing Association (CIMA) awards. Voted as Best Cross Media Campaign, it took a simple idea and made a big impact in a city known to be a hotbed for interactive innovation. Read more


And the award goes to…

November 11, 2011

ARS had a big night at the 2011 Chicago Interactive Marketing Association (CIMA) Awards — taking home three out of ten CIMA Stars. We’re honored to set the bar in one of the largest interactive markets in the world, and we promise to continue to be engaging and effective when it comes to the bottom line.

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