Born between 1946 and 1964, the post WWII generation known as the Baby Boomers has an enormous buying power and lots of disposable cash. This week, we take a look at how you can tailor your marketing strategy to appeal to this lucrative demographic.
Don’t’ make them feel old
Boomers eschew traditional notions or retirement and life over 60, preferring instead to be perceived as active, progressive and socially relevant. As a result, labels such as ‘senior’, ‘old’, ‘elderly’ and ‘aged’ do not sit well with them.
Keep it simple
In keeping with the Boomer generation’s desire to be perceived as socially relevant, it’s important not to alienate or confuse them with technical jargon or niche terms. Clear and simple is the way to go.
Make them the centre of attention
The original ‘me generation’, Boomer aspirations are distinctly narcissistic, so they respond well to a personalised approach such as second person advertising.
Appeal to the ‘bucket list’ mentality
Boomers respond strongly to aspirational marketing that pertains to future accomplishments and goals. Harness this by marketing in a way that suggests your product or service will enable them to achieve their aspirations.
Remind them of the good old days
The Boomers’ heyday was the 1960s and 1970s when the counterculture revolution was in full swing, and this is something they are fiercely proud of. You can play to their sense of nostalgia with fonts, colours and music that are reminiscent of this period.
A strong sense of self consciousness goes hand in hand with the narcissism and a desire to not be perceived as ‘old’, so the self mocking approach that is embraced by younger generations is unlikely to sit well with Boomers. Boomers like to be perceived as knowledgeable and successful, so making fun of them isn’t going to fly.
Invest in old fashioned customer service
In the rapidly evolving digital world, Boomers like to receive assurances and support whilst they explore new products and services. Businesses can provide this with elements like strong customer service and user friendly websites which aren’t explicitly targeted towards the 60 plus market.
Focus on quality
The wealthiest consumer demographic, Boomers have money to burn, so they aren’t necessarily focused on price. Whilst value for money is always an important factor, what really speaks to this demographic is quality assurance.
Boomers don’t respond well to the hard sell, and prefer to do their research before making a purchasing decision. Focus on providing information and support rather than trying to close the deal.
Word of mouth drives a lot of Boomer purchasing decisions, so it pays to encourage your clients to spread word about your business through a rewards program.
DMS specialises in providing direct mail services and marketing solutions to small businesses.