Many marketers today tend to focus all their attention on Gen-Zs & Millennials. Marketing to Baby Boomers is often ignored. And I think that’s a grave mistake that I’ve seen a lot of marketers commit.
Gen-Zs’ & Millennials’ spending power is indeed on the rise, but Baby Boomers still hold first place in highest spending & are the wealthiest generation in the US. Baby Boomers hold 70% of the disposable income in the US & spend over $548 billion a year. This is why marketing to Baby Boomers is essential if you want to fully explore your business’s potential.
In this article, I’ve talked about a few super-effective tips you can use for marketing to Baby Boomers. But first, let’s understand who they actually are & what’s their age group.
Who are Baby Boomers?
People who were born between the end of World War 2 & the mid-1960s are called ‘Baby Boomers.’ The term ‘Baby Boomer’ was coined after the unprecedented post-war spike in birth rates.
You can say that this generation has seen a lot. From Kennedy’s Presidential election to the first moon landing, Baby Boomers have seen it all.
Key Tips for Marketing to Baby Boomers!
Now that you know who Baby Boomers are, let’s find ways to market them effectively.
Tell Success Stories
Older people have seen more life than younger people. This means that for them to trust your brand, they need to see that your brand is legitimate. Older generations typically do not switch brands quickly. Therefore, it’s crucial to provide them value & earn their confidence before you consider selling to them.
People’s memories of stories are vivid and lasting. And when a story is about achievement, it encourages others to think & feel positively. Testimonials aid in establishing credibility & trust for your brand in the marketplace. Older people place a high value on trust. Therefore if you can effectively use this strategy, you will thrive in your marketing process.
Remember, stories leave a greater footprint than facts or statistics.
Use the Right Social Media Platforms
Many baby boomers consume traditional media, but that does not mean they don’t consume any modern form of media.
I’ve often found tons of baby boomers using social media platforms such as Twitter & Facebook. These 2 are the biggest platforms that baby boomers use. Marketing to baby boomers on these platforms will greatly impact your profit margin.
You should create fun & engaging video content & not just written content to attract most visitors to your platform. Also, make sure that your content is clear & easy to read so that it’s easy to understand. Sometimes, older people might forget to take the action that you intended they should do. So, you should remind them from time to time to click on your CTA. Do this creatively & not overfocus it.
Along with Facebook, baby boomers are also opting to use Youtube & Pinterest. So, keep an eye out for marketing trends on these platforms.
Choose Simplicity
Older generations, especially baby boomers, didn’t grow up with smartphones. Most of them do not understand how modern technology works. So you must carefully craft a website & make them comfortable using it.
I advise you to keep your website as basic & feature-light as you can. No, I’m not saying that you should build a dull website. Just don’t include too many contemporary templates or multifunctional buttons, though. They will surely not benefit your audience & you will end up losing business.
Never confuse your audience on which action they should take next.
Send Physical Mails
Baby Boomers grew up with tv ads, newspaper ads, catalogs received via mail & other traditional forms of marketing tactics. The older generation wants tangible things, something they can hold in their hands, like print ads & catalogs.
Catalogs aren’t dead & they won’t die anytime soon. So make sure you mail your target audience your business catalogs. This increases your brand recall value.
Host Contests
Contests are a great way to attract new customers to your brand. People, no matter their age, always like to win prizes & rewards.
You may organize a weeklong vacation to the Bahamas or other far-off destinations. Alternatively, you may reward people with cash prizes at random. If your product or service is unique, you can consider including a cheap bonus item with every transaction. Doing so will skyrocket your sales.
You can promote these contests on your website, newspaper, tv, radio & catalogs. Senior citizens still consume traditional media, so remember to use both traditional & modern media. Leave no stone unturned!
Final Words
These are my top tips for marketing to baby boomers. They are simple & super-effective to use for almost every business. I hope you found this article helpful. Leave a comment below to let me know if you used any of the mentioned tips & how did it benefit your business.
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