This is the last of a series of three posts addressing marketing to the boomer generation of products and services by companies and organizations. Our previous posts have hopefully supplied a basis for understanding that the efforts to date have been woefully inadequate. Following are some considerations that should improve the results for such companies and organizations. The list is not all inclusive but should serve as a starting point to navigate the way to greater success.
1. The 24 to 49 age group has long been the primary target for marketers and organizations seeking to capitalize on the basis of the largest and wealthiest generation. The theory has been that this generation, the baby boomers, will yield the greatest return and involvement for the company or organization. This has been a solid and beneficial direction for about thirty to forty years. However, some facts should be considered when planning for the future. First, the last of this generation is now turning 50! Yes, the sought after boomer generation is now fifty and older. The marketing efforts which should be directed at them are still aimed at the 24 to 49 year old market which is not nearly as large or wealthy. The boomer generation feels as though they are being ignored, not considered, when marketing campaigns are conceived and executed. CONSIDERATION: The coveted market for marketing is now the 50 plus market; just look at the statistics.
2. The boomer generation does not consider itself old or aging! They consider themselves more "evolving" but definitely not elderly. Boomers believe that they still have a lot of life to live and intend to live that fulfilling life. Products and services presented in a way that emphasizes what the debilitating aspects of aging or what those over fifty are no longer able to do are not well received. Branding and naming a product in a way that is appealing to boomers can greatly increase profitability and involvement.
3. Boomers have been there and done that already. Hyperbole and grandiosity do not impress them. Boomers are not interested in "keeping up with the Joneses". They are not out to impress society with their purchases or life-style. They need to see the value of a product and/or service and how it will benefit them. They want to feel an emotional attachment to the product or service.
4. The use of copywriters, marketers and sales personnel who are of the generation would be advisable. Twenty and thirty year old copywriters don't have the understanding or knowledge of the life experiences of the boomer generation, past and present, to connect on the level necessary to do justice to your product or service. I am not talking about putting some boomers on a focus group panel. I am encouraging active participation in the process with a voice that is heeded.
5. Prior generations of seniors were perceived as seriously reducing their spending in their senior years and this perception was largely correct. This current generation of seniors, though, does not fit that description. Former generations faced financial, social and cultural difficulties that were escaped by the current boomers. This generation is the "me" generation. This generation was presented with opportunities and benefits that no prior generation was granted. This generation has no intention of strolling calmly into their retirement or the final stages of their life sitting in the lounge chair with their remote in hand. They have every intention of continuing on a pursuit of enjoying life and experiencing all it has to offer.
If you are interested in more information along these lines, please contact us through our website, http://www.odysseywise.com.
1. The 24 to 49 age group has long been the primary target for marketers and organizations seeking to capitalize on the basis of the largest and wealthiest generation. The theory has been that this generation, the baby boomers, will yield the greatest return and involvement for the company or organization. This has been a solid and beneficial direction for about thirty to forty years. However, some facts should be considered when planning for the future. First, the last of this generation is now turning 50! Yes, the sought after boomer generation is now fifty and older. The marketing efforts which should be directed at them are still aimed at the 24 to 49 year old market which is not nearly as large or wealthy. The boomer generation feels as though they are being ignored, not considered, when marketing campaigns are conceived and executed. CONSIDERATION: The coveted market for marketing is now the 50 plus market; just look at the statistics.
2. The boomer generation does not consider itself old or aging! They consider themselves more "evolving" but definitely not elderly. Boomers believe that they still have a lot of life to live and intend to live that fulfilling life. Products and services presented in a way that emphasizes what the debilitating aspects of aging or what those over fifty are no longer able to do are not well received. Branding and naming a product in a way that is appealing to boomers can greatly increase profitability and involvement.
3. Boomers have been there and done that already. Hyperbole and grandiosity do not impress them. Boomers are not interested in "keeping up with the Joneses". They are not out to impress society with their purchases or life-style. They need to see the value of a product and/or service and how it will benefit them. They want to feel an emotional attachment to the product or service.
4. The use of copywriters, marketers and sales personnel who are of the generation would be advisable. Twenty and thirty year old copywriters don't have the understanding or knowledge of the life experiences of the boomer generation, past and present, to connect on the level necessary to do justice to your product or service. I am not talking about putting some boomers on a focus group panel. I am encouraging active participation in the process with a voice that is heeded.
5. Prior generations of seniors were perceived as seriously reducing their spending in their senior years and this perception was largely correct. This current generation of seniors, though, does not fit that description. Former generations faced financial, social and cultural difficulties that were escaped by the current boomers. This generation is the "me" generation. This generation was presented with opportunities and benefits that no prior generation was granted. This generation has no intention of strolling calmly into their retirement or the final stages of their life sitting in the lounge chair with their remote in hand. They have every intention of continuing on a pursuit of enjoying life and experiencing all it has to offer.
If you are interested in more information along these lines, please contact us through our website, http://www.odysseywise.com.
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