The cost of displaying ads on billboards and TV hasn’t gotten cheaper, but today, those ads aren’t nearly as effective as having five of your friends post photos with raving captions about your new product on Instagram.

Millennials and Gen Z are at the forefront of this shift in marketing. Don’t get left behind.

As you attend events with your product or services, you’ll learn more about who is actually drawn to your product or service. Then you’ll be able to tailor your approach. Don’t be so attached to your initial ideal customer that you can’t evolve to fit the needs of your actual customers.