With Baby Boomers moving into retirement and their parents well into old age, marketers are going to need a deeper demographic understanding of younger customers if they hope to remain relevant. Kenneth W. Gronbach, The Age Curve: How to Profit from the Coming Demographic Storm
Matures and Their Media Habits TV news (39% of the audience) Newspaper and print (40% of the audience) 2 of 5 members of this group participate in social/civic organizations Radio also has influence
You'll win if you... Appreciate theyre avid readers. Put a premium on courtesy and customer service. Understand they may have transportation challenges. Craft messages that speak to their sense of history. Make your website easy to use, magazine-like, without fast-popping multimedia experiences.
Avoid... Trying to fast-talk them into a decision with razzle-dazzle media. Making them feel like they're being hustled. Too much personalization in marketing literature it creeps them out!
Marketing Tactics that Work Traditional collateral and direct mail Advertorials with credible pitchmen Print ads Catalogs Radio messages
Boomers and Their Media Habits They still think it's all about them Buying decisions based on facilitating convenience or commemorating successes Media habits are remarkably similar to Matures TV news (40% of the audience) Newspaper and print (40% of the audience) 2 of 5 members of this group participate in social/civic organizations The only generation to respond frequently to direct mail
You'll win if you... Capture their attention in secondsor lose them. Appreciate they are the busy generation. Speak to the rebel/trailblazer who wants to be in the know and leave a legacy. Make your website easy to use, magazine-like, and limit the amount of multi-media.
Avoid... Making them read lengthy marketing messages
Marketing Tactics that Work Traditional collateral Print ads Advertorials Catalogs Radio messages Personalized direct mail with factual information
Gen X and Their Media Habits Market savvy Overly complex lives seeking simplification Love hip fun If you make a promise, you better deliver TV news on comedy channels (78% of the audience) Web (86%) Lifestyle events
You'll win if you... Understand how they use their time. Know they rely heavily on pure information.
Avoid... Disappointing them with your brand Making them stand in line Including cookie trails in websites
Marketing Tactics that Work Permission marketing Personalized direct mail Event invitations Incentives Sardonic messaging on the web and TV Hip, fun multimedia
Gen Y and Their Media Habits Influenced by brand-conscious Boomer parents Brains are wired for complexity Tech savvy generation Theyll trust you, but will be more influenced by their tribe TV but target by cable channel and by show Digital media Permission marketing but in groups so social media is effective
You'll win if you... Understand how they use their time Go where they aremalls, concerts, ballgames, brew-fest, fun runs, music fests, local causes Make your website a sweet place to visit Direct mail with freebies, discount coupons and event invitations Incorporate social media
Avoid... Too heavy of a focus on traditional media A simplistic website
Marketing Tactics that Work Rich media Personalization on direct mail Events Social media Media that lets the audience create QR codes Mobile messaging tied to permission marketing
Two Areas Where Opportunity Awaits Billboards Direct mail
No one has taken their mailboxes down, and the outdoor is still right there on the road facing you. Yet for some reason advertisers and marketers are missing two of the biggest opportunities, Gronbach says.
Direct Mail Benefits It reaches the recipient. It is a tactile experience. People look at it. The Trojan horse effect.
Neuroscience research shows the benefits of direct mail over digital Higher retention More learning about brand information Study was conducted by Millward Brown working in association with Bangor University and the United Kingdoms Royal Mail.