Gen Z Decoded: Winning Marketing Strategies

Date: 24 – 25 October 2024
Time: 9am – 1.30pm (GMT+8)
Location: Virtual

Overview

This virtual masterclass – Gen Z Decoded: Winning Marketing Strategies – is designed for marketers and brand strategists who want to effectively understand and engage with Gen Z. As the newest and most digitally native generation, Gen Z represents a unique challenge and opportunity for brands. This masterclass provides the insights, tools, and strategies needed to craft narratives and campaigns that resonate deeply with this demographic.

Key Learning Outcomes:

Gen Z Insights: Gain a deep understanding of Gen Z’s characteristics, values, and behaviours, distinguishing them from other generations.
Technology Interaction: Learn how Gen Z interacts with technology, including the platforms and tools they prefer, to better target your marketing efforts.
Persona Development: Develop detailed Gen Z personas through hands-on workshops, refining your understanding of their diverse needs and preferences.
Storytelling Techniques: Master the art of crafting compelling narratives that resonate with Gen Z, leveraging examples of successful campaigns.
Influencer Engagement: Explore current influencer trends among Gen Z and learn how to effectively incorporate influencers into your marketing strategy.
Campaign Planning: Gain practical experience in creating Gen Z-focused campaigns and content calendars, ensuring your marketing efforts are well-structured and impactful.
Authenticity in Marketing: Understand the critical importance of authenticity in storytelling when engaging with Gen Z, ensuring your brand connects genuinely with this audience.

Who should attend

This masterclass aims to provide a holistic understanding of Gen Z and equip professionals from various fields with the knowledge and skills needed to effectively engage with and cater to the latest trend-setting demographic. This is suitable for anyone whose target market comprises Gen Z consumers, including the following functions:

Business Owners/Entrepreneurs
Startup Founders
Marketing and Digital Managers
Social Media Managers
Influencer Marketing Professionals
Brand Strategists
Creative Directors
Communication and PR Professionals
Educators and Trainers
Market Researchers

Why you should attend

Quick, Targeted Insights: Bite-sized virtual masterclasses deliver focused learning with minimal time commitment, perfect for busy professionals like yourself.
Enhanced Engagement: Short, concise sessions keep participants attentive and engaged, ensuring effective knowledge retention.
Flexible and Convenient: Easily fit into tight schedules and accessible live or on-demand, offering flexibility in learning.
Cost-Effective: Efficient to produce, allowing for frequent sessions that keep teams up-to-date without breaking the budget.
Continuous Learning: Regularly scheduled masterclasses provide ongoing education, helping participants stay current with the latest trends and practices.
Scalable Training: Ideal for delivering consistent, impactful training across larger teams or organisations.

About the trainer

Knox Balbastro

Social Media & Global E-commerce

Content Strategist

An expert in the SEA social media landscape and global e-commerce content strategy, Knox Balbastro is recognised for her unwavering passion for marketing innovation and a commitment to excellence. She has etched an impressive career path marked by transformative experiences working with a mix of global clients at multinational agencies such as BBDO-Guerrero, TBWA-SMP, and MullenLowe Singapore.

Knox brought her unique flair to the realm of entertainment and storytelling as a social media creative lead for the Disney account at Digitas. She created campaigns for Disney, Marvel and Star Wars– creating magical experiences that captivated fans in Southeast Asia. Her knack for blending creativity with strategic vision played a crucial role in enhancing Disney's brand presence across various social media platforms.

She also took on a role as a staff content strategist at Alibaba. Knox played a pivotal role in navigating the intricate landscape of one of the world's foremost e-commerce and technology conglomerates. Her tenure involved creating brand stories and spearheading content for sales like 11.11 and Black Friday. Knox's insights and creative prowess was instrumental in driving sales and shaping strategies that resonated with diverse audiences.

Testimonials

Gained useful insights into the fascinating minds of Gen Zs and how to speak to them from an established brand's standpoint.

Content and Event Specialist
ESSEC Business School

Trainer is professional and knowledgeable. Definitely enriching!

Producer
Ministry of Education (Singapore)

It was informative and enlightening.

Senior Manager, Corporate Communications
Singapore Management University

Very informative and many takeaways.

Media Producer
Ministry of Education (Singapore)

Key sessions:

Explore the key differences between Gen Z and other generations to understand what sets them apart.
Learn how these technological preferences shape their behaviours and expectations.
Participate in a hands-on session to develop detailed personas representing various segments of Gen Z.
Engage in group discussions to refine and enhance these personas, ensuring a deep understanding of this demographic.
Learn how to leverage influencers effectively to amplify your brand’s message.
Collaborate in a group activity to develop a Gen Z-focused campaign or content calendar.
Present your campaign ideas and receive feedback to refine your approach.

Please contact

Masterclass Registration Team
Tel: +65 6692 9031
lhds@lighthousemedia.com.sg

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