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Marketing & Sales Mar 15, 2017

How To Market To Baby Boomers

Sponsored Content provided by Mike Duncan - CEO and Creative Director, Sage Island

It seems like every other post you scroll through on your social media newsfeeds is related to the much-discussed group known as “Millennials.”
 
Whether it’s “How to Work with Millennials” or “How to Date a Millennial,” our culture seems to be fascinated with this technologically-savvy, civic-oriented and nomadic generation.
 
For instance, there are plenty of guides out there about marketing to millennials in a digital age, but we tend to skip over strategies for touching base with the other generations.
 
Take Baby Boomers, for example. Here we have a generation of hard-working, independent and resourceful consumers who need to know to which brands they will remain loyal.
 
We are here to fill you in on the most effective ways to reach Baby Boomers in a Millennial-driven society.

Know your audience

The first rule of powerful marketing is to know the people you are trying to reach. What are their characteristics? What are their likes and dislikes? What are their buying tendencies? How can you relate to them and how will you add value to their lives?
 
According to Hubspot, there are 74.9 million Baby Boomers (ages 51-69) in the world, and 50 percent of the U.S. population is in this generation. That’s a lot of your consumers! Not only that, but these consumers also have 70 percent of the U.S. disposable income and are only targeted by just five to 10 percent of marketing. These statistics are staggering.
 
Since these boomers are likely to provide the most bang for your buck, let’s get to know them a little bit. There is no doubt they are the hardest working generation, never afraid to give 100 percent to their professional careers and achievements.
 
Due to that, they are incredibly independent, self-assured and competitive to fulfill their responsibilities. They are focused problem-solvers with their eyes on the prize, remaining disciplined in achieving their goals. Not only are they independent, they are also very group-oriented, thriving in team and community-centered environments. It’s important to understand the habits of your customers.

Copy is key

In this extremely visual age, marketing tends to fall towards bold images or entertaining videos with very little text involved. In fact, content is often reduced to a tiny caption of 140 characters or less. We want to know the point and we want to know it now. Along with our busy schedules, marketing has become fast-paced,  often only having a few seconds to reach the desired audience and they scroll through their iPhones.
 
However, Baby Boomers are not afraid of copy! In fact, many prefer to see the message spelled out, giving a clearer understanding of how the product or service will add true value to their lives. It does not necessarily need to be catchy or witty copy, but it does need to be correct and highly informative.
 
When marketing to Baby Boomers, don’t be scared to say too much. In fact, lean towards the side of overexplaining rather than minimalizing, adhering to this risk-free generation.

Be sincere

Many Baby Boomers are entering into the life season of retirement. That being said, they are suddenly experiencing more free time than they’ve ever had before, which allows brands to develop sincere and authentic relationships with this specific consumer.
 
Share your story and mission with them, what sets you apart and the positive purpose of your product or service. Connect with the consumer and appeal to their wants and needs through a relationship. Develop trust and in return you will receive commitment from the most loyal generation. And remember to be prepared to put in the time it takes to effectively build that trust.

Take advantage of technology

Did you know that Baby Boomers spend more time online than millennials? Believe it or not, 82 percent of boomers belong to a social media platform, and 51 percent spend 15 hours online each week.
 
That’s right… Mom and Dad (maybe even Grandma and Grandpa) are down with technology! Not only that, but they also spend the most money through online purchases.
 
When it comes to this generation, you do not need to steer clear from technology and social media. Instead, you need to hone in on it and utilize all that it can do for marketing your brand and products. Which platform should you focus on? Facebook. The majority of Baby Boomers are members of Facebook and tend to choose it over Instagram or Twitter. Therefore, create targeted ads with relevant content to catch their attention while they are “liking” statuses on their newsfeed.
 
To cast the widest net, you need to make sure you are reeling in all types of fish. Practice segmentation and tailor your marketing campaigns to individual age demographics.
 
Through a better understanding of the characteristics and tendencies of each generation, your marketing efforts will not only build relationship, but also result in success.
 
And if you need help, don’t hesitate to contact Sage Island.

Mike Duncan co-founded Sage Island in 1997 and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/Sage Island.


 
 
 

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