October 10, 2023

Marketing to Gen Z in the Wedding Industry: 5 Must-Know Tips

We’re big podcast people at HCTG.

In fact, we were listening to Candice Coppola’s The Power in Purpose podcast (one of our faves) recently and were bowled over by this well-researched episode entitled Marketing to Gen Z in the Wedding Industry: 5 Things You Need to Know.

I had some thoughts of my own I wanted to share with you because this is KEY.

Here are the 5 Things you need to know about marketing to Gen Z:

1. You should be using customer feedback and reviews as content.

Gen Z has a skeptical outlook on advertising. And with that skeptical outlook, they’re trusting more customer feedback and user-generated content because it provides a genuine and unfiltered perspective of the products and services that you offer.

What does this mean for you?

Every time you get a great testimonial, you should be using that on social media. Use Canva to create a template for this and then just copy/paste and post it when those raves come in from your happy couples.

2. Gen Z craves personalization. Cookie-cutter templates do not fly with them.

They pay more attention to brands that create a personalized experience for them or even allow them to create a customized product.

What does this mean for you?

Make sure you are personalizing the first 2 sentences of every email you send in response to a request for information/proposal. You can use this podcast episode to help you do that.

3. Gen Z hates being “sold to” in traditional ways.

They’ve been sold to since the day they were born. They smell it a mile off.

What does this mean for you?

Don’t gate-keep information. Prioritize transparency and honesty in your marketing. Post. Your. Pricing. This podcast episode can help.

4. Mobile is king.

If they can’t easily view your website on their phone. Ya done. And, it’s not enough to be mobile-friendly. It needs to be mobile-awesome.

What does this mean for you?

Make sure your entire site is easily viewed on both Android and iOS devices. Prioritize making sure any pricing info and PDFs come up quickly and in a mobile-friendly format.

5. Humor in branding matters to Gen Z.

Give your brand a personality. Mix great content about your venue with a sense of fun. Don’t forget that they want to laugh and dance at your place, not just exchange vows. Infuse fun and lightness in your photos, videos, and captions.

What does this mean for you?

I challenge you to put even more humor into your Instagram and social posts. Don’t be afraid to try things. You might be shocked by the change in your engagement rates. This podcast episode can help with your social media plan.

The reality is that Generation Z is the whole game in the next few years, so figuring out how to market to them is the key to success for your venue.

To Do For You:

Choose 2 items from the above list to double down on and put them on your calendar for this week.

Thank you, as always to my “partner-in-content-crime”, Branding and Creative Director Jenna Miller for giving me the idea and the foundation of this email. She’s a Gem, that one! I couldn’t do what I do without her.

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Meredith Monday Schwartz started at Here Comes The Guide in 1997 (we didn’t even have a website back then—there might also have been dinosaurs running around!) and was a wedding venue specialist for 10 years before taking over as Chief Bossypants in 2007. In the years since she joined HCTG, she’s learned a lot about wedding couples, wedding venues, and running a company profitably and well. To hire Meredith to consult on best practices in your wedding venue business, email meredith@herecomestheguide.com.