In a Q&A with CM sister pub Event Marketer, State Farm’s Head of Marketing Alyson Griffin provides tips on building brand awareness, meeting Gen Z consumers where they are and creating experiential activations that stand out from the competition.
“All brands know that Gen Z is a tsunami of wallets moving into the next 10 years, and the buying power and the influence that the generation has is profound,” she says. “Marketers who have that age as a target cannot ignore this audience and should probably start working to understand them and get that relationship going sooner rather than later.”
Read about State Farm’s strategies for Gen Z engagement, which include starting early to build brand awareness; showing up on gaming and social platforms; leveraging gamification elements in campaigns; creating standout booth experiences at events; and providing experiences for virtual fans.
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