How to Market to Baby Boomers - Chicks in Business

What Is Generational Marketing?

Employing demographic segmentation in marketing messages is a strategy known as generational marketing. Wikipedia states that a generation is composed of a grouping of people of about the same age who lived through a certain period of time, typically around 15 years, which influences their views and values.

Now, on to the generational marketing strategies.

Looking for Gen Z? You can be sure we have the data and approaches for targeting Generation Z’s key traits and statistics for marketing.

Marketing to Baby Boomers

Who are Baby Boomers?

The group still leaves and listens to voicemails. People born between 1946 and 1964, the Baby Boomers, had the privilege of growing up in a period of post-World War II when the American dream of a white picket fence was so common. Boomers are gradually learning to use technology as their younger counterparts have been instructing them. Pew Research found that in 2014, 65% of adults aged between 50 and 64 were utilizing social networking websites, primarily Facebook, to reconnect with people they had previously come to know.

Boomers, although they may be inclined to be irritated by remarketing ads on Facebook’s Newsfeed, will still be accepting of direct marketing/sales tactics; they enjoy conversing with actual people. Baby boomers are the most valuable patrons in the current market! They splurge the most when shopping, and as they approach retirement, they are more prone to buying things that weren’t initially planned for. Astounding! The newest generation spends the most money on tech goods, ranging from luxury cable to the latest type of cell phone.

Who Are Baby Boomers?

Before businesses can start targeting certain groups of people, they need to comprehend what drives them and their specific traits. This practice often manifests itself through buyer personas.

Buyer personas depict the statistical information and psychological characteristics behind a made-up consumer. It is crucial to understand that age alone does not fully illustrate what comprises the characteristics of the Boomer generation.

Baby boomers have been alive during some of the most remarkable shifts in politics, social norms, and economics. As the largest generation of people born during the same timeframe, Baby Boomers have spurred significant economic growth.

Let’s take a look at what really constitutes a baby boomer, considering the number of new openings for promotion and marketing prospects.

1. People born between 1946 and 1964.

After the close of World War II, there was an upsurge in the United States population, dubbed the “boom.” This group came to be recognized as the “baby boomers” and consists of people born between 1946 and 1964.

2. One of the most populous generations.

Almost 79 million babies were born in the United States over the period of the baby boomers. The population of the current “Millennial” generation far exceeds both the 47 million from the previous “Silent” generation and the 55 million from the following “Gen X” generation.

It is foreseen that the baby boomer population in the US will drop to 72 million in the future, yet they still make up a sizeable proportion of the population and their purchase powers are strong enough to have an effect on the US economy, even though millennials have recently become the biggest generation.

3. Big spenders.

Economic activity continues to be affected by the presence of baby boomers who remain in their jobs for a longer period of time. The only demographic that is presently seeing an increase in the labor force is Baby Boomers. For many people, the retirement years will involve continuing to work. This alteration in the way of life will lead to greater amounts of discretionary money and the ability to buy more.

5 Tips for Marketing to Baby Boomers

1. Take Advantage of Brand Loyalty

My aunts and uncles are of the Baby Boomer era, and if I have taken anything away from witnessing their buying behavior, it is faithfulness. My uncle was so concerned when he heard the news that his beloved Old Spice Original was planning to alter their formula that he went out and purchased an ample supply to last him until his last days. When my aunts find a wine they like, they hoard it like it’s the end of the world, buying up all the bottles from Trader Joe’s. Show that your item is of a high standard and has lasting use and you should be able to gain some Boomers as clients.

2. Go for the Up-Sell

Take advantage of the extra money Baby Boomers are spending by implementing additional sales strategies. This current generation particularly enjoys recreational activities, consuming alcoholic beverages, and surprisingly they purchase most pharmaceutical drugs. This is not to be taken lightly! They usually appreciate learning what the service can do for them and how it can help simplify their lives without feeling pressured. Is there a way to not be too pushy when inquiring if someone would like to pay an extra $10 per month for an additional 100GB of storage? Jeffery Gitomer, a Pro salesman, mentioned that upselling is a great way of strengthening bonds with customers, and also happens to be much simpler than creating a totally original sale.

3. Tie in Cash-Back

Someone who isn’t looking to spend a lot of money may find getting cash back a bit of a challenge. Boomers have a tendency to be frequent buyers at various institutions, so rewards programs which offer money-back are likely to attract them. A prime illustration of this is the use of credit cards! Approximately half of Baby Boomers already make use of credit cards and would prefer to spend more than risk not obtaining their desired items. Many of the Boomer acquaintances I’m familiar with are ardent American Express enthusiasts as a result of their capability to accumulate points via substantial expenditures—which can then go toward financing a holiday or purchasing a nutribullet for their niece…

4. If It Ain’t Broke, Don’t Fix It

This generation is particularly receptive to the older forms of marketing and commerce strategies. Boomers usually prefer speaking to an actual person before they commit to buying something–just not while they are eating dinner! Tactics used in marketing which are perceived as too nosy with respect to people’s personal matters are not tolerated, however, advertisements on television and in newspapers are accepted. Since many Boomers reportedly use social media to reconnect with old friends, they are probably going to mark your Facebook Ad as spam.

Baby Boomers are the least likely to read a lengthy blog post; they report preferring articles that only have a maximum of 300 words.

Boomers are the least likely to use their smartphones for buying items, which is a perfect opportunity to check and see if there are any improvements that can be made to the mobile checkout process. Could your grandmother get through it seamlessly?

5. Plot Twist: Skip the Discounts

Baby Boomers have striven hard to reach the point of retirement, with many having already retired and begun enjoying it, while others are just entering the later stage of their lives. According to the AARP, in the US those aged fifty and over have an annual spending of $3.2 trillion and hold $15 trillion in their accounts; a total higher than the GDPs of Italy, Russia, the United Kingdom, and France put together.

50% of all consumer spending is done by those over the age of 50, yet marketers are only putting 10% of their budgets into targeting them. There is a sizable chance to take advantage of the money Baby Boomers are spending! Try marketing full-price or “top-shelf” products to them. No one wishes to be spending an exorbitant sum on wine when they enter their sixties, nor do they look forward to purchasing second-hand furniture from Craigslist for the home they have had to downsize to after their youngest has left the nest. Boomers are likely to be comfortable with indulging themselves during their retirement.

Marketing to Generation X

Who are Generation Xers?

The neglected middle child. Generation X is the demographic between Baby Boomers and Millennials and consists of those born between 1965 and 1980. It is, however, the smallest of the three generations. Gen Xers are currently managing child care, owning their own homes, and reaching the apex of their occupations. Contemplate the person in their forties who went to secondary school in the eighties and could not stand the first administration of George H.W. Bush, and is presently working in renewable energy and has young children to take care of. Individuals belonging to this age group can recall how music television replaced conventional radio, and they tend to have less confidence in being financially secure enough to retire.

Gen Xers are busy! They are taking care of youngsters, meeting their mortgage and tuition payments, and laboriously toiling away. It appears that the vast majority of this age group is active on the internet, with over 80 percent of them saying they use Facebook, MySpace, and Twitter. Millennials are more tech-savvy and likely to stay politically dedicated throughout their lives compared to other generations. Gen Xers say they are particularly devoted to following shopping lists, though they also admitted to making the most impulse buys when out buying stuff. This era of people is the epitome of a mix when it pertains to marketing. They did not have the chance to participate in online shopping when they were younger, yet they still enjoy going to stores, although they have embraced the concept of buying items on the internet.

Tips When Marketing to Boomers

Having now created a foundation concerning the baby boomer demographic, we can’t wait to present tested methods of better targeting them. This list lays the foundation for successful, lasting relationships. Additionally, your messages will be sure to have an impact on this important demographic.

1. Stop using slang.

As a general rule, don’t use slang. Using particular terms that are popular within one generation can make people from other age groups feel excluded, thus making the businesses that use those terms look as though they are not being genuine. This concept rings especially true with baby boomers.

Speaking casually with slang terms could lead to misinterpretations and a lack of understanding. This is the bleakest outcome for companies that invest energy and funds to get in contact with their patrons.

So how do you write for boomers?

Copywriting for ecommerce is an engaging and thrilling component of the advertising field. When creating content meant for those born during the baby boomer generation, make sure to express yourself in an understandable and straightforward manner. -Break content down into bullet points for easier comprehension -Draw attention to the valuable aspects of your message -Stress the reasons why users would have an interest in your product or service

Despite the difference in atmosphere, enterprises targeting baby boomers ought to communicate straightforwardly with a language that is easy to comprehend.

2. Use Facebook.

As digital platforms evolve, so do their users’ habits. Let’s consider Facebook as an example.

Baby boomers have a higher preference for Facebook over other social media sites. A lot of people in this group choose to use this service to stay in contact with those they care about, as well as to stay up to date on current events. Consequently, marketers have great potential to engage with boomers in their social activities.

The majority of brands struggle to get their posts seen and liked on Facebook, since the organic reach typically hovers between two to four percent. Consequently, Facebook ads have become a dependable way to reach both potential and current clients.

If you are starting a Facebook advertisement initiative, you can utilize divisions as well as precision targeting to find probable customers of the Boomer generation. For instance, variables like age, gender, whereabouts, device, and hobbies assist in downsizing the potential viewers of your ad. By utilizing this methodology, businesses can guarantee that their communications reach the correct consumers with the proper messages.

3. Provide useful information.

Baby boomers respond favorably when evidence shows that their money is well spent on your product. Demonstrating the advantages can be of aid to this group of people when they are determining their choice.

With regard to writing product descriptions for online sales, it’s essential to utilize obvious titles and lists of points to convey the most vital aspects of the product. This way of organizing text makes it simpler to comprehend and allows viewers to take in data promptly.

When creating content intended for boomers, emphasize how your product or service can yield a favorable outcome based on their total monetary expenditure. This generation, who have considerable purchasing power, appreciates being informed of the advantages that their money will bring them if they decide to spend it.

4. Create compelling videos.

Baby boomers typically lean towards video formats that take more time to explain concepts carefully. Using this sort of media format allows individuals to more easily comprehend the communications and data your business offers.

As video content is continuing to be the most popular material on Facebook, it is suggested to use a few methods to make sure that your videos appeal to the boomer demographic.

85% of videos on Facebook are watched without sound. Although captions are not required, we strongly recommend every brand include captions in their videos to accommodate this behavior. Additionally, successful social videos include striking visuals, large typography, and short, written sentences to help viewers follow along.
Experiment with different video formats to find what works best for your audience. Whether you use a slideshow with text, a “talking head” interview, or an animation, unique formats will resonate differently with every audience.
Keep things short. Although boomers are more likely to watch longer video content, shorter videos can provide value in specific use cases. Condensed videos that focus on one concept at a time resonate with nearly every audience and help users quickly digest information.