When it comes to baby boomers, you need to know two important things: 1) There are a lot of them (76 million at last count); and 2) They have cash to spend. In fact, recent reports suggest that this age group (50 to 72 in 2016) controls 70% of the entire country’s disposable income.
With these two talking points on the table, it’s no secret that you need to start targeting this demographic — but how?
We have some insights on how to set your sights on this populous (and wealthy) generation.
They’re Very Much Online
The trope about the older generation being baffled by “newfangled technology” is patently untrue. According to one study, baby boomers spend more time online than millennials!
However, not every boomer is on the social media bandwagon just yet, so it’s more important than ever to use cross-channel marketing (a combination of touchpoints such as social media, websites, blogs, direct mail and more) to reach as many baby boomers as possible.
They Dislike the Term “Elderly”
And who wouldn’t? It’s the reason adult diaper commercials uses actresses who look barely out of their 30s, and the reason Cialis and Viagra ads depict men who could be frontrunner candidates for the next James Bond.
No one likes to be reminded that they’re getting on in years. Instead, baby boomers long to see themselves as energetic, adventurous — and yes, even “sexy.”
You may be dealing with an older audience, but that doesn’t mean you should try to sell them a rocking chair. (Unless you actually sell rocking chairs. If that’s the case, go for it!)
They’re Sticklers for Customer Service
This generation was raised in a time where there was a personal connection between a business and a patron. They were on a first-name basis with the butcher and the baker, and if they didn’t know the candlestick maker himself, they at least were familiar with the lead salesman in his shop.
In short, baby boomers are looking for amazing customer service, and they won’t take anything less. Make sure your internet presence (and online reviews) reflects the level of customer service they demand, and don’t be afraid to toot your own horn a bit when it comes to how you take care of your patrons — regardless of their age.
Marketing is not one-size-fits-all. It takes some thoughtful adjusting to make sure no one is left out, but when you do satisfy each demographic, the payoff will be worth it for everyone!
Need more tips and tricks for your small business marketing strategy? Give Mischa Communications a call. We can tailor an approach for any generation!