At Smithfield Agency, we’ve long believed that insight must drive action when it comes to marketing campaigns, especially when targeting a complex and evolving audience like Gen Z. Blindly targeting this group without a thorough understanding of their behavioural economics can lead to wasted resources and missed opportunities. We’ve seen firsthand how research and insights shape successful campaigns and dramatically improve effectiveness.

Our gold-winning campaign for Hospitality Rising is a prime example of this. We tackled the industry’s staff shortage crisis by focusing on what truly mattered to Gen Z – excitement, growth, and a fast-paced career. By leaning on insights and connecting with their values, we reached 50% of all 16 to 30-year-olds in the UK and generated 130,000 job applications.

So, what’s really going on with Gen Z? Sarah Coften and Garett Farell, Directors at Smithfield Agency, discuss the importance of understanding your audience and the nuances in their behaviour from a strategy and planning perspective.

The FOMO factor: Why Gen Z can’t log off

Many of us assume that Gen Z’s heavy use of social media is a sign of addiction or, at the very least, obsession. However, research shows that for a significant portion of this group, it’s not about love, but rather a fear of missing out (FOMO). Social media has become the modern-day town square, and opting out can feel like social isolation or self-sabotage.

Even those who find social media toxic continue using it to stay connected, informed, and relevant. It’s a digital necessity for maintaining friendships, networking, and staying current with trends.

Marketers must understand this nuance. While social media platforms provide endless opportunities to reach Gen Z, there’s a growing awareness within the generation that these platforms come with emotional baggage. For brands, this means crafting authentic, meaningful messages that offer value beyond the superficial dopamine hit of likes and shares.

The mental health toll

More concerning than just the time spent on these platforms is the effect they have on mental health. Over one-third of Gen Z respondents in a new study reported that social media has negatively impacted their emotional well-being, with a disproportionate effect on women and LGBTQ+ individuals. Issues such as body image distortion, anxiety, depression, and sleep deprivation have become widespread, partly fuelled by the constant exposure to unrealistic standards and addictive algorithms.

What does this mean for brands? There’s an opportunity here for responsible marketing. Brands that can show genuine care for the mental well-being of their audiences, and adopt non-exploitative engagement tactics, will find themselves resonating more deeply with Gen Z.

The role of behavioural economics in targeting Gen Z

Behavioural economics offers valuable insights into how Gen Z makes decisions, providing a framework for advertisers to influence their decision-making processes effectively. By understanding the key principles, brands can better align their strategies with Gen Z’s unique values and behaviours.

Here’s how behavioural economics applies to Gen Z audience targeting:

• Loss Aversion: Gen Z is particularly sensitive to FOMO (fear of missing out). Advertisers can tap into this by creating limited-time offers or exclusive content, emphasising scarcity in product availability, or highlighting potential losses from not engaging with a brand or product.
• Social Proof: Peer opinions and influencer recommendations are crucial for Gen Z. Showcasing user-generated content, partnering with micro-influencers, and emphasising positive reviews can enhance credibility and trust.
• Choice Architecture: Simplicity and efficiency matter to Gen Z. Offering clear, concise options, using default settings that align with their preferences, and providing easy comparison tools will help streamline their decision-making.
• Present Bias: Gen Z prioritises immediate gratification. Offering instant rewards or benefits, highlighting quick delivery, and creating urgency with time-limited promotions are effective tactics.
• Framing Effect: The way information is presented significantly impacts Gen Z’s perception. Frame messages positively, focus on gains, use visually appealing formats, and align messaging with their values such as sustainability and social justice.
• Anchoring: Gen Z’s perception of value can be influenced by initial information. Strategic pricing, comparison pricing to highlight savings, and anchoring brand messaging around key values important to Gen Z will resonate more effectively.
• Reciprocity: Gen Z appreciates brands that give back. Offering free trials, providing valuable content, and highlighting a brand’s social or environmental initiatives can foster a sense of reciprocity.

By applying these principles, advertisers can create more effective campaigns that connect deeply with Gen Z, aligning with their decision-making processes and values.

The power of DE&I in marketing

Alongside these shifts, one theme gaining importance across generations, but particularly with Gen Z, is diversity, equity, and inclusion (DE&I). Inclusive marketing isn’t just about representation; it’s about creating positive environments and embracing sustainable practices that resonate deeply with diverse audiences.

“Attending the Creative Equals RISE 24 conference earlier this year reaffirmed the power of DE&I in driving not only better representation but also stronger results. When brands weave inclusion into their strategies with compassion and authenticity, it enhances the emotional connection with audiences, especially underrepresented ones. This isn’t just about being ‘woke’ — it’s about fostering trust, loyalty, and long-term brand growth. Inclusive campaigns can have a tangible impact on ROI because they speak to a broader set of needs and values, creating deeper resonance across the board.” — Sarah Coften, Head of Innovation and Digital Strategy

The RISE 24 event also highlighted that successful brands consider both inclusion and the broader cultural impact of their campaigns. Compassionate, thoughtful marketing practices that address mental well-being, inclusive representation, and socially responsible narratives are no longer optional — they are essential for building sustainable relationships with consumers.

The takeaway for brands

If you’re a brand looking to engage with Gen Z, here’s what you need to know:

• Challenge Your Assumptions: Don’t assume that heavy social media use means a deep connection with these platforms. Gen Z is savvy, sceptical, and increasingly aware of the emotional and mental toll social media can take.
• Offer Authenticity: This generation values genuine connections. Brands that push authenticity, transparency, and real value in their messaging will cut through the noise.
• Mental Health Matters: Be part of the solution. Avoid manipulative marketing tactics that exploit FOMO or create unrealistic standards. Instead, champion well-being and positivity in your campaigns.
• Be Open to Change: With nearly half of Gen Z calling for reforms to the very platforms they use, brands should be prepared to adjust strategies as new regulations come into play. It’s not just about reaching them where they are but doing so in a way that feels responsible and forward-thinking.
• Embrace DE&I: Brands that commit to diversity, equity, and inclusion in a meaningful way will find themselves at an advantage. Creating campaigns that are inclusive, compassionate, and respectful of diverse audiences not only builds brand equity but can positively impact your bottom line.

“We can’t assume that every audience responds to media the same way. With Gen Z, for example, you might expect them to embrace social media wholeheartedly, but the reality is more complex. Our role as planners is to dig deeper, understand these nuances, and shape strategies that respect what different audiences truly want — not what we assume they want.” Garett Farell, Head of Planning

Conclusion: Navigating the new digital reality

Gen Z is not the social media-obsessed generation many marketers assume them to be. While platforms like Instagram and TikTok are central to their social lives, the growing sense of regret and dissatisfaction should serve as a wake-up call for brands. By focusing on meaningful, ethical engagement, brands can build trust with this influential generation while contributing positively to the conversation about social media’s future.

Moreover, the future of marketing depends on the commitment to diversity and inclusion — not only for ethical reasons but because it makes business sense. A more inclusive approach, backed by thoughtful representation and compassionate marketing, is the key to building sustainable relationships in an increasingly conscious and complex marketplace.

To talk to Sarah and Garett about how to reach your audience with the most up-to-date media strategy and planning, get in touch with us today.

At Smithfield Agency, our commitment to fostering a culture of diversity, equity, and inclusion is at the heart of everything we do. During Pride Month and ahead of the London Pride Parade, we held our Culture Panel Town Hall. It was an inspiring event where our entire team came together to listen, reflect, learn, and share our thoughts about our cultural initiatives and shape the future of our workplace culture.

Celebrating Our Journey

Since moving to our new home at 22 St James’ Walk, Clerkenwell, we’ve embarked on a remarkable journey of cultural growth and development. Our routines and rituals—such as Monday breakfasts, Wednesday team lunches, after-work socials, and meaningful events like mindfulness and yoga sessions—reflect our team spirit and collaborative, fun work environment. Events like National Inclusion Week workshops and our Move for Mental Health Challenge further exemplify our commitment to fostering a supportive and inclusive workplace.

These moments, combined with our continuous learning and development initiatives, have fostered a strong sense of personal and professional growth within our team. During the town hall, we celebrated the success of these initiatives, highlighting our commitment to mental well-being and recognizing our dedication to diversity and inclusion through events like Pride Month and the upcoming National Inclusion Week. These efforts not only reflect our values but also reinforce our commitment to creating a supportive and inclusive workplace.

Insights and Learnings

One of the key highlights of the town hall was sharing valuable insights from industry events such as the RISE Conference and the Mental Health First Aid Course. These learnings have been instrumental in shaping our approach to fostering an inclusive culture. For instance, the RISE Conference emphasized the importance of inclusive marketing, which can drive growth and create a more equitable society. By embedding inclusion into our strategies, we’re not just keeping up with trends; we’re leading the charge in creating a more inclusive industry.

We also discussed the importance of intersectionality in understanding and promoting diversity. Sarah Coften, one of our key speakers, emphasized the importance of courage and humor in marketing. She reminded us that not all diversity is visible and that recognizing and celebrating these differences is essential to creating a truly inclusive environment.

Shaping Our Future

The most powerful aspect of the town hall was the open discussion on our culture. We encouraged everyone to share their thoughts on our strengths, areas for improvement, and new ideas to continue fostering an inclusive, innovative, and supportive environment. This dialogue is crucial as we navigate the inevitable discomfort of digital transformation and new ways of working. By prioritizing psychological safety and positivity, we’re ensuring that our team remains strong and resilient through these changes.

We also introduced our new Culture & Consent Model, which emphasizes the importance of leading initiatives, collaborative decision-making, and maintaining a feedback loop for continuous improvement. This model aligns our efforts towards shared objectives, ensuring that everyone is working in sync towards common goals.

Looking Ahead

As we move forward, our commitment to diversity, equity, and inclusion will remain unwavering. We aim to meet monthly as a Culture Panel, organize events that raise awareness and celebrate diversity, and continue initiatives like Mental Health First Aid Training and the Move for Mental Health Steps Challenge. These efforts are designed to create a workplace where everyone feels valued and empowered to bring their whole selves to work.

In conclusion, the Culture Panel Town Hall was not just an event; it was a celebration of our journey and a reaffirmation of our commitment to fostering an inclusive and supportive culture. We’re excited to see what the future holds and look forward to continuing this journey together.

Join us in celebrating our achievements and shaping the future of our remarkable workplace culture. Together, we can create a more inclusive, innovative, and supportive environment for all.

A crunch summer awaits the hospitality industry. While there’s good news in the shape of falling inflation and Euro 2024, strong headwinds including the cost-of-living crisis, high energy costs, and staff shortages mean that businesses must stay agile and innovative to thrive. So, let’s explore current trends in the sector and look back on the strategy behind our award-winning campaign that addressed one of hospitality’s crunch issues.

First, the good news…

England started their Euro 2024 qualifying for the knockout stages, and hospitality businesses are keeping their fingers crossed for a strong run in the tournament. Thanks to the football, the sector is set for a £600 million boost according to research by industry analysts GlobalData Retail, with the British Beer and Pub Association predicting pubs alone will serve an extra 20 million pints, worth over £93 million, during the Euros.

Pubs and restaurants can expect a big bounce from a summer of sport, but what about the travel industry? Well, the positive news is that three-quarters of Brits intend to take a holiday in the UK this year, with city breaks being the most popular choice of domestic break, according to YouGov’s 2024 UK travel trends. However, despite many of us saying we’ll holiday at home, there is some evidence that the post-pandemic boom may have subsided with many operators reporting weaker demand.

And the not so good…

Hospitality’s number one issue remains staffing. Whether that’s trouble recruiting in the first instance or the rising cost of employment – people-intensive businesses require good people to operate smoothly. UK Hospitality’s research found that 66% of businesses reported higher wage costs this year, while over 100,000 vacancies remain in the sector. Other issues include the rising cost of food and drink – 98% of hospitality businesses reported increasing costs and have naturally had to pass much of this on to consumers, who in turn are facing their own cost-of-living crisis.

What consumers really want

So, aside from a good, competitively priced product, what are consumers looking for in 2024? Here are five things your potential customers want:

1.      Craft and locally sourced drinks
There is a growing appetite for craft beers, local spirits, and artisanal cocktails. YouGov reports that 62% of UK consumers prefer to try locally produced beverages, suggesting that pubs and bars that offer unique, locally sourced options can attract more patrons.

2. Experiential dining

The modern diner wants more than just a meal; they crave an experience. Interactive dining, themed restaurants, and immersive culinary events are on the rise. The trend for memorable experiences sees no sign of slowing down as long as the Instagram story remains king. For restaurants to capitalize on these trends, storytelling is key. Engaging content, such as behind-the-scenes videos and customer testimonials, creates the FOMO required to fill covers.

3. Sustainability as Standard

Sustainability has transitioned from a niche concern to a mainstream expectation. According to Mintel, 73% of UK diners are willing to pay more for sustainably sourced food, reflecting a significant shift in consumer priorities. Restaurants are increasingly adopting sustainable practices, from sourcing local ingredients to reducing food waste and using eco-friendly packaging.

4. Personalisation

McKinsey reports that 76% of travellers expect hotels to offer personalised experiences, from tailored room preferences to customised activity recommendations. Hotels that use data to anticipate and meet guest needs can significantly enhance customer satisfaction and loyalty.

5. Healthy Options
From pubgoers looking for healthier food and drink options to travellers seeking hotels that offer wellness amenities such as spas, fitness centres, and healthy dining, there’s a growing trend for wellness across the hospitality sector. Mintel highlights that UK wellness tourism is expected to grow by 7.5% annually, indicating a lucrative opportunity for hotels to attract health-conscious travellers.

Here at Smithfield, we’ve been working hard to help the sector address staffing shortages. Our recent campaign not only helped drive 130k applications, it also won gold at the 2023 DMAs.

Case Study: Hospitality Rising – Rise Fast, Work Young

2023 Gold Launch | DMA

Agency: Smithfield Agency and IPA
Client: Hospitality Rising
Entry Title: Rise Fast, Work Young

Executive Summary

Staff shortages across the hospitality industry had reached crisis point. Hospitality Rising wanted to coordinate a collective effort to showcase the opportunities for Gen Z working in the hospitality industry – by asking all hospitality operators to pledge their support.

Strategy

Hospitality Rising wanted working in hospitality to be seen as the career choice for the younger generation. It’s exciting and fast paced with excellent growth opportunities.

The strategy was to position hospitality as the ultimate non-boring career by generating awareness, subtly attacking the competition as being boring, and highlighting the progression of hospitality as a career.

Creativity

The research and insights, underpinned by the message that you can’t go further faster in any other industry, saw the campaign come to fruition: ‘Rise Fast, Work Young’. A series of character animations were created to showcase the diverse workforce and roles that exist in hospitality.

The TikTok campaign included content created by real hospitality workers within the demographic.

Results

• The campaign prompted 130k job applications to the careers website and reached 50% of all 16 to 30s.
• The scale of the collaborative effort is unique, giving it the potential to be a real game-changer in addressing a major industry challenge. There were more than 13.5 million impressions on TikTok and 67 million digital impressions.

Let’s Connect

With over a decade’s experience producing the results that matter for the travel and leisure industry, Smithfield are uniquely positioned to help your hospitality business thrive. Our innovative strategies and deep industry insights ensure that we can tackle even the toughest challenges.

To learn more about how Smithfield can help your hospitality business, please contact us today.

In the UK, the revenue generated in the supplements market reached a staggering US$0.78bn in 2024. Looking ahead, the market is projected to experience steady growth with an annual increase of 6.53% between 2024- 2029. This growth is driven by several factors, including an increasing public focus on health and wellness, a growing ageing population, and heightened interest in fitness and sports nutrition among younger generations.  

With over two thirds of UK consumers using VMS (vitamins, minerals and supplements) to address nutritional deficiencies and manage specific health conditions, plus a rising demand for immune-boosting products in the wake of the COVID-19 pandemic, understanding these trends and consumer behaviour is crucial for effectively promoting supplement brands.

Who Buys Supplements?

Supplement consumers in the UK are diverse. Demographically, the market spans all age groups, with a notable increase in usage among millennials and older adults. Millennials are drawn to fitness and wellness trends, while older adults focus on maintaining health and managing age-related conditions. Broadly speaking, the market can be split in three:

 Vitamins and Minerals: Vitamins are essential nutrients the body needs to function correctly, often taken to prevent deficiencies. Popular vitamins include vitamin D (particularly crucial given the UK’s limited sunlight!), vitamin C for immune support, and B vitamins for energy and metabolic health. Minerals such as calcium and iron are also commonly taken to support bone health. Adults aged 30 to 65 are the primary consumers.

 Herbal Supplements: Popular for their natural benefits, herbal supplements are products made from botanicals, or plants, used to support health and treat various conditions. They come in various forms, including capsules, tablets, powders, teas, and extracts. Common examples include echinacea for immune support, St. John’s Wort for mood enhancement, and turmeric for its anti-inflammatory properties. Key demographics for herbal supplements are middle-aged and older adults, particularly women, with higher education levels and disposable income.

 Protein and Fitness Supplements: Protein and fitness supplement use in the UK has surged, particularly among those engaged in regular physical activity and sports. Key products include whey protein, for muscle recovery and growth, creatine for enhanced athletic performance, and branched-chain amino acids (BCAAs) for reducing muscle fatigue. 

How to successfully market supplements

Trust is the single most important factor when advertising supplements because consumers are ingesting these products with the expectation of improving their health, which necessitates a high level of confidence in their safety, efficacy, and quality. Satisfied patients are 28% less likely to switch providers, highlighting the importance of customer retention.

Trust ensures customer loyalty, positive word-of-mouth, and long-term success in a competitive market. Without trust, even the most effective supplements will struggle to gain and retain a dedicated consumer base.

McKinsey emphasises the need for healthcare providers to enhance the consumer experience through better marketing strategies. Marketing supplement brands require a strategic approach that integrates content marketing and social media.

Data-Driven Media Planning: 

At Smithfield, we use advanced tools to gather and analyse audience data, ensuring our strategies are grounded in real insights. We identify key demographics and psychographics, focusing on millennials and older adults who are the primary consumers of supplements. We dig deep into data to understand who our audience is and what they care about. This helps us tailor our strategies to meet their needs.By looking at historical data, we can forecast future trends and consumer behaviours. This helps us stay ahead of the curve and optimise our media planning. We create personalised media experiences based on individual preferences and behaviours, making our campaigns more engaging and effective.

Innovative Creative Strategies:

Engaging your audience requires more than just traditional ad formats. We focus on innovative and interactive strategies to capture attention and drive engagement.We use eye-catching ad formats like interactive videos and shoppable posts to grab attention and drive conversions.We tailor our content to fit each media channel. For example, we create quick, engaging posts for social media and in-depth articles for blogs and websites.Using AR and VR, we create immersive ad experiences that draw people in. Imagine a virtual tour showing how supplements can fit into a daily wellness routine.

AR and VR examples:

• Digital Out-of-Home (DOOH): Health and supplement brands can leverage DOOH advertising with AR experiences. For example, customers could scan a QR code on a billboard or digital screen to access an AR experience related to the brand or product.

• Ingredient Visualisation: AR can be used to visualise the ingredients and nutritional information of products in an interactive and engaging way. Customers could scan a product’s packaging to see 3D models of the ingredients or get detailed information about their benefits.

•   Educational Experiences: VR can create educational experiences that teach customers about nutrition, healthy living, or the benefits of specific supplements or ingredients.

Want to see how Smithfield can help your supplement brand grow and achieve positive ROI? Get in touch with us today.

In the UK, Baby Boomers make up a significant portion of the population, with millions aged between 60 and 77. This group holds considerable economic power, often owning property and having substantial disposable incomes – they bought homes when they were comparatively cheap, and many are enjoying the benefit of a final salary or triple locked pension – two things younger cohorts can only dream of.

As such, the boomers are redefining what it means to grow old. They’re hitting the gym more than any other age group according to Nuffield Health (60% visit the gym at least twice a week), embracing wellness trends, and spending generously to maintain their youthfulness. For marketers, this financially robust generation presents a golden opportunity.

Characteristics and preferences

Boomers value quality, reliability, and trust. They are tech-savvy, contrary to the stereotype, and are active on social media. They prefer brands that speak to their desire for health and wellness. Their economic stability allows them to spend on high-quality products and services that enhance their well-being and as such, they’re more than willing to invest in premium products. Here’s three key stats that are key to understanding their purchasing decisions:

62% of Boomers have made a purchase from an email in the last year. Email is the single most common online purchase channel for Boomers, outperforming SMS, banner advertisements, social media posts, and social media advertisements. 92% of Boomers check their emails at least once a day.

90% of Boomers cite data privacy policies as either important or critically important to maintaining brand loyalty. Like all generations, Boomers worry about how brands use their personal data. Businesses must address concerns by being transparent about their privacy policies and how personal data is stored and used. Opt-outs and preference settings must be easy to update and even easier to find on your app or website.

86% of Boomers say that their favourite brands reward them for their loyalty. Whether through loyalty programs or personalised offers via messaging, brands can build lasting relationships with Boomers by acknowledging and rewarding their loyalty. Boomers appreciate value-based offerings from brands, like loyalty points (70%) and discounts (85%). 5 Baby Boomer Stats Marketers Need to Know – Marigold Engage by Sailthru

Marketing to Baby Boomers

The landscape of advertising and communication is rapidly evolving, presenting both challenges and opportunities in reaching boomers. While media channels like television, print, and radio remain influential, savvy marketers are also leveraging the power of emerging technologies and platforms to connect with this valuable audience.

One surprising statistic that has caught our attention is the fact that a staggering 10% of TikTok users are aged 55 and above. This short-form video platform, once considered the exclusive domain of Gen Z, has seen a surge in adoption by boomers seeking entertainment, education, and connection. Brands are now exploring ways to create engaging TikTok content that resonates with this demographic, showcasing products, services, and stories that align with their interests and values.

Beyond TikTok, other emerging channels and technologies are proving to be valuable tools in the quest to reach boomers. Voice-activated assistants like Amazon’s Alexa and Apple’s Siri have gained traction among this demographic, offering convenient and accessible ways to search for information, control smart home devices, and even make purchases. Brands are optimising their content for voice search and exploring ways to integrate seamlessly into these virtual assistants’ ecosystems.

Augmented reality (AR) and virtual reality (VR) technologies are also opening new avenues for engagement. Imagine a boomer taking a virtual tour of a vacation destination before booking their next adventure. These immersive experiences not only cater to the boomer’s desire for convenience and information but also tap into their love for experiences and exploration.

While embracing emerging channels and technologies is crucial, it’s equally important to maintain a strong presence on traditional channels that continue to hold sway with this demographic. Targeted television advertising during prime time or on channels catered to their interests, strategic print placements in trusted publications, and radio ads can still yield remarkable results.

Getting the right mix

Successful campaigns strike a balance between leveraging cutting-edge technologies and leveraging the tried-and-true channels that have resonated with boomers for decades. If you’d like to understand more about how Smithfield can help you engage with this lucrative generation, please contact us today.

If, like many of us in the office, you’ve been addicted to the BBC show “Race Across the World“, it may not entirely surprise you that there’s been a recent surge in the popularity of activity-based holidays. As the teams navigate challenging terrains and stop off to try a range of jobs or tasks, the smartphone-free travel show seems to have inspired many of us to choose holidays that promise personal growth and physical engagement over traditional relaxation.

The stats speak: A flourishing market

The adventure tourism market, which has seen significant growth in recent years, reached a staggering $1,236.6 billion globally in 2023 and is projected to expand further to $5,263.0 billion by 2032. Europe leads this market, thanks to its diverse landscapes and well-developed infrastructure, making it a prime destination for adventurers seeking everything from alpine skiing to hiking in the Scottish Highlands​.

Who’s travelling?

According to a survey involving 2,000 adults, over four in ten (43%) aged 18-24 and 39% of those aged 25-34 have participated in a hobby or activity-based holiday in the last two years. Moreover, when faced with the choice between a conventional ‘fly and flop’ holiday and an activity-based one this summer, 40% of the 18-24 year-olds expressed a preference for the latter.

Not just for the young

While it might be tempting to assume that such energetic holidays appeal mainly to the younger crowd, recent data suggests a broader appeal. Individuals who are past their early career and family planning stages often find themselves with the time and resources to indulge in adventure travel. This demographic values experiences and personal growth and is driving a significant portion of the market​.

More mature travellers are increasingly interested in trips that offer more than just relaxation. This shift is driven by a growing emphasis on wealth and wellness, with many seeking holidays that combine fitness with leisure, further diversifying the age range of active and adventure tourists​. Indeed, a growing trend is the ‘golden gap year’ which many new retirees are now embarking on.

How are they booking?

The market has seen a shift towards direct bookings, allowing providers to tailor experiences more closely to individual preferences. This trend enhances customer satisfaction and aligns with the increasing demand for the personalised and authentic travel experiences​ that active and adventure holiday firms provide. It also enables companies to cut out the middleman and take control of their performance advertising.

To effectively market tickets and tours on Google search, here are some key strategies to implement:

Audience + Data + Media Placement + Brand Safety + Measurement

Audience

• Segmentation: Identify and segment audiences based on demographic, psychographic, and behavioural data to enhance targeting precision.
• Personalisation: Utilise AI and machine learning to dynamically personalise ads based on user interaction history and preferences.

Data Strategy

• Collection: Harness first-party data, supplemented by strategic partnerships for second-party data and vetted third-party sources.
• Activation: Activate audience data, ensuring real-time optimisation of campaigns.
• Privacy Compliance: Adhere strictly to Google’s consent mode policies, in line with UKGDPR guidelines and other local data privacy laws, ensuring all data collection and processing is transparent and secure.

Optimise Google Business Profile

• Claim and verify your Google Business Profile listing to appear in local search results.
• Add detailed descriptions, photos, operating hours, and other relevant information about your experience.
• Encourage customers to leave reviews, as positive ratings boost local rankings.

List Experiences on Google Things to Do

• Connect your tours/tickets inventory to Google Things to Do to display them in search results.
• Work with an approved connectivity partner like a booking system or online travel agency to integrate seamlessly.
• Optimise listings with compelling descriptions, photos, pricing, and direct booking links.

Run Google Ads Campaigns

• Use Google Ads to promote specific holidays and reach targeted audiences searching for related keywords.
• Set up campaigns for local service ads, display ads, video ads etc to increase visibility.
• Highlight unique selling points, discounts, and direct booking links in the ad copy.

Focus on local SEO

• Optimise your website for local search by including your business location, city/area keywords etc.
• Build citations and backlinks from authoritative local directories and sites.
• Create location-specific content like tour guides, travel blogs etc to improve relevance.

It is important to recognise the shift towards direct bookings and personalised experiences and how it enables providers to better cater to individual preferences and enhance customer satisfaction.

Strategies such as audience segmentation, personalisation, and leveraging Google’s tools for marketing and visibility are becoming essential for businesses in the active and adventure travel sector to thrive. By leveraging Google’s tools like Business Profiles, Things to Do, Ads and local SEO, you can significantly improve visibility for your experiences in relevant search results.

If you’d like to understand more about how Smithfield can help your leisure or travel business, please contact us today.

The UK fitness industry is experiencing a healthy post-pandemic boom. Valued at approximately £2 billion in 2024, there’s been an unprecedented influx of fitness solutions, ranging from mega gyms to boutique studios.

Major UK gym operators have capitalised on this surge, with PureGym, the country’s largest gym operator, planning to add 70 new sites this year after a 15% increase in revenues, and rival chain The Gym group accelerating its expansion plans with 50 new gyms in the works.

Diversity in fitness solutions

But it’s not just traditional gyms – they’ve been complemented by the rise of specialised boot camps, circuit training, and outdoor group sessions. Each offers unique experiences catering to different preferences and fitness levels, from high-intensity interval training (HIIT) sessions and Mixed Martial Arts (MMA) to mindfulness and yoga – the range of activities on offer has never been greater, broadening the appeal of getting fit to a wider audience.

The rise of one-on-one training

Boutique fitness studios have also seen significant growth. Entrepreneurs like Rachel Woolford, this year’s winner of the BBC’s ‘The Apprentice’, are expanding their business models. Woolford plans to open new locations across Yorkshire, highlighting a trend towards personalised fitness experiences, which are increasingly popular among consumers seeking something more than a standard gym.

Marketing strategies

In an ever more crowded market, effective marketing strategies are crucial. Localisation is essential for larger chains who can also leverage their power of their brand. For independent businesses, playing on their connection with their local community is key. No matter if you’ve 1 or 100 locations, here’s 3 suggestions to attract and engage your target audience:

1. Localisation: Regardless of the size of your fitness business, your campaigns will perform better if you can provide some authentic local flavour – think landmarks and cultural references which resonate with the unique characteristics and preferences of the community.
2. Social media advertising: Leverage the power of platforms like Facebook and Instagram and TikTok to target local demographics using sophisticated targeting options to reach potential members based on interests, such as health and fitness, and behaviours, like visiting other fitness websites.
3. Above the line media: Don’t discount outdoor, television or radio – with new technology like DOOH, CTV and online audio it’s now possible to use cost effective targeting that was once the preserve of digital advertising. It also allows for more dynamic creative such as tailoring your messaging to the time of day – think before / after work workouts.

Contact us today to learn how we’ve helped some of the UK’s best known leisure brands grow their business.

The recent Reddit IPO (initial public offering) caught some by surprise, with the company’s shares rising significantly on its first day of trading. The IPO was priced at $34 per share but on its debut, the stock opened at $47 and closed at $50.44, marking a nearly 48% increase from the IPO price​. So why, in a tough market when publishers have been struggling, did Reddit’s stock surge? The answer is search…

The way we search for information online has undergone a rapid transformation, evolving from traditional search engines like Google and Bing, to more interactive platforms such as Reddit and TikTok. This shift not only reflects recent changes in technology, but also in user preferences and behaviour. For brands, navigating and understanding these changes is crucial for developing effective content strategies that work across multiple generations.

The rise of Reddit: From forums to AI powerhouse

Reddit has emerged as a powerhouse for information-seeking behaviour, offering a vast array of communities (subreddits) catering to almost every interest imaginable. Unlike conventional search engines, Reddit provides a platform for users to engage in discussions, share personal experiences, and seek advice from peers.

For example, consider someone researching the best travel destinations. Instead of typing generic queries into a search engine which may turn up things like product pages, they might turn to Reddit to seek recommendations from fellow travellers in specialised subreddits like r/travel or r/backpacking. These communities provide valuable authentic insights and tips, helping shape travel plans with first-hand knowledge.

“The unique user-generated content on Reddit not only enriches our understanding of niche markets but also aids in AI-driven marketing strategies,” explains Harry Dacres Dixon, Senior Digital Manager at Smithfield. “Leveraging these insights allows us to tailor our clients’ campaigns to be more impactful and engaging.”

The sheer size of the site and breadth of shared knowledge means that Reddit’s user-generated content is ideal for AI training. A partnership with Google is reportedly worth $60 million annually, and with other deals in the pipeline, now you know why the IPO was so hot!

TikTok: The visual search revolution

On the other end of the spectrum lies TikTok, a platform revolutionising the way we consume and search for content through short-form videos. With its algorithm-driven ‘For You’ page, TikTok delivers personalised content tailored to each user’s interests, preferences, and browsing history. This algorithmic approach makes content discovery seamless and addictive, prompting users to spend hours scrolling through an endless stream of videos. With the average TikTok android user in the UK spending nearly 50 hours a month on the app, it’s no wonder people are searching for content on the platform.

Take, for instance, a Gen Z individual interested in learning a new recipe. Instead of sifting through lengthy blog posts or YouTube tutorials, they might turn to TikTok for quick, visually engaging cooking demonstrations. Hashtags like #FoodTikTok and #CookingHacks have become popular avenues for discovering trending recipes and culinary inspiration, reflecting Gen Z’s preference for bite-sized, visually stimulating content.

Late last year, TikTok launched their first ad campaign aimed at increasing awareness around their search functionality. “It Starts on TikTok” features popular creators and users, showcasing how ideas, music and cultural phenomena gain momentum and go mainstream after originating on the platform.

Understanding generational search behaviour

While there’s no one size fits all, each generation does seem to exhibit distinct search behaviours shaped by their upbringing, technological exposure, and societal influences.

Baby Boomers (born 1946-1964): Boomers tend to favour traditional search engines like Google and Bing, relying on keyword-based queries and authoritative sources. They value reliability, accuracy, and comprehensive information when seeking answers online.

Generation X (born 1965-1980): Generation Xers are more likely to use a mix of traditional search engines and social media platforms like Facebook and LinkedIn for information gathering. They appreciate content that is informative, concise, and professionally curated.

Millennials (born 1981-1996): Millennials are early adopters of platforms like Reddit and value peer-generated content, authenticity, and community engagement. They seek out niche communities and user-generated reviews when making purchasing decisions.

Generation Z (born 1997-2012): Generation Z individuals gravitate towards visually-driven platforms like TikTok and Instagram, preferring short, entertaining content that captures their attention quickly. They rely heavily on influencers and user-generated content for product recommendations and lifestyle inspiration.

“Understanding these generational preferences helps us refine our overall digital strategy,” notes Charlee Oliver, Digital Operations Director. “It’s not just about placing content; it’s about optimising our approach based on how different audiences consume information.”

Implications for your content strategy

With the way we search evolving, diversifying your content formats is key.

“At Smithfield, we’re not just reacting to changes; we’re anticipating them to ensure our clients always stay ahead of the curve. Connect with us to see how we can transform your strategies and lead in the digital age,” says Sarah Coften, Head of Digital Strategy at Smithfield Agency.

Contact us today to learn how to adapt your search strategy to ensure you’re reaching your target audience.