A lot of marketing buzz goes into the Millennials. Some businesses rely on generalizing and engaging in the stereotypes that go with this age group of 23 to 38 (in 2019).
But what if your marketing age group is not the Millennials, but the Gen X and Baby Boomers?
Then this article is for you!
Gen X and Baby Boomers are a different breed of people. They aren’t defined by today’s norm. And they can’t be generalized. After all, these groups were born before everything online was tracked. Few analytics trace back to buying history, Personas and more of these groups.
Baby Boomers: Trust is a key factor when it comes to convincing and converting Boomers.
- Baby Boomers are the wealthiest generation, making up 40% of the consumer population – and half of consumer spending, according AARP. They like their comfortable lifestyle, so they tend to view any purchases they make as an investment—and they research accordingly.
- Give them all the information they need to make an informed decision. That means lots of content, data and useful information.
- Boomers trust their peers, friends, and relatives a lot more than they trust you. Reviews, testimonials and recommendations will go far.
- Personalization will also be very effective. Boomers appreciate the tailored user experience.
- For online marketing, there is no more effective channel than search engines. With Baby Boomers 77.5% accessed the company website via a search.
- Provide aging Boomers access to easier reading and viewing options, like larger text or increased contrast.
In a study done by DMN3, baby boomers were asked about what forms of marketing prompted them to take action in a way that would potentially lead to purchasing something. Here are the results:
Gen X: Brand loyalty – the highest across all generations
Gen X: Said to be the smaller generation, Gen X wants authenticity from the brands: they know who they are and what they want, and they expect brands to have the same confidence. In terms of reaching this audience, there are a few tips to remember:
- 72 Percent of Gen X Uses the internet to research businesses
- Unlike Boomers, Gen X prefers short, concise copy.
- Mail is still Gen X’s primary means of messaging, and they check it frequently.
- They still likes direct mail, too, and it can move the needle.
- Their expectation of honesty and transparency is repaid in loyalty. Offer loyalty programs, and you’ll see the rewards.
- When it comes to social media, Gen X loves Facebook (95% are active), and they’re big on YouTube (according to studies they love nostalgia),and account for more than 1.5 billion YouTube views per day.
- Keep in mind that 54% of Generation X consumers feel overlooked by brands and marketers
While Boomers still outnumber and outspend Generation X, don’t discount the “forgotten generation.” Generation X may be smaller in population than the Baby Boomer and Millennial generations, but research from American Express revealed that Xers actually have more spending power than any other generation. They currently make more money than the average Millennial, by virtue of being older and farther along in their careers and pay scale.
1. Do you care (beyond the trends)?
Sure there are tons of choices for products and services. When comparing apples to apples, often the choice will come down to the care that your company shows. Do you give back to your community? Are you genuine? Are you empowering others or are you out for yourself?
2. Cut The Bullshit & Hard Sell
Show you are easy to work with, that you understand are knowledgeable and genuine.
3. They don’t want to be 20.
Are you marketing to the 40 and up age group? Be sure and visually show this with real photos. Ditch the tacky stock shots of 20 year old models and go for a healthy empowered lifestyle. Show that you can relate. Don’t forget that this is an empowered age group and independent.
4. Benefits Over Features
How does your product solve the problem? How does your product or service make life easier and more enjoyable.
Tread lightly, not everyone wants to tell you or your business every personal detail. Keep your forms short or even sequential.
Bottom line, don’t be intrusive without permission first.
Often Forgotten Fact – Inventor’s of Technology and Strong Buying Power
Much of the technology we’re using today was invented by Baby Boomers – people like Steve Jobs and Bill Gates, for example.
The 40 and up, mainly, Baby Boomers are interacting and making purchases online at a rate that definitely outstrips most marketers’ conception of what they’re doing. Nielsen’s study of Baby Boomers, for example, found that Baby Boomers make up a third of all internet users, and that a third of those Baby Boomers describe themselves as “heavy internet users.”
So why should you focus on this 40 and up age group? Though The buying and online habits of Millennials seems to dominate the news, however their buying power pales in comparison to the buying power wielded by Baby Boomers — some $3 trillion in just the United States alone.
Bottom line, gain loyalty, trust and ongoing business by paying close attention to the unique needs of the 40 and up age group and you will gain steady customers.
* Sources: https://www.mediapost.com/publications/article/314505/marketing-to-the-generations-boomers-and-gen-x.html