Each generation has grown up with different learning styles, an assorted set of morals and varied perceptions on the importance of brand loyalty. For example, the Y Generation are tech-wise and traditional marketing techniques don’t work as well for them. However, being that the median global age is 28, it’s important to draw them to your brand in order to sustain longtime relationships with clients and customers. Business owners must adopt interchanging marketing techniques in order to capture all generations.
Disney is a good example of creating a brand, maintaining its loyalty and reciprocating a relationship by building a bridge of trust (as they say) in order to establish new relationships and cultivate current ones. It’s important to align and streamline your brand while making it completely unique and memorable. Every generation needs to know you care. They all crave transparency and quality; however, they speak different languages when it comes to the influences that molded them. There are two generations often overlooked in marketing plans. Here’s why you need to recognize Baby Boomers and Generation X:
Who: General Baby Boomer philosophy? Fifty-five is the new thirty-five, people. They defined the brands of today and they refuse to be “elderly.” They tend to like things and they will buy them. A study Nielsen Marketing did on this generation found those born between 1946 and 1964 account for the majority of consumer packed goods sales (magazines, coffee, diet soda) and will control over 50 percent of the nation’s disposable income. What do you think they are going to do with that money? Buy things. That’s what they do. Businesses have to come up with a marketing strategy for this cardinal generation.
How to Reach Them: Almost all forms of media will work on them as long as you customize your marketing to specific needs, says Beth Brady, global head of Nielsen Marketing. Don’t act like they are old or tell them so. They will assuredly close their wallets and flip their TV channel to that insinuation. Brady suggests you recognize their lust for life. Newspapers are still alive among Baby Boomers so you can be sure that print advertising and direct mail catered to particular geo-specific demographics is a good plan. The use of visually appealing email campaigns through JangoSMTP will be successful too as many consider themselves “computer saavy.” Internet media will work as they are banking, shopping, creating digital imaging their families and surfing the web for more information on various topics online. And, of course, they are watching TV and listening to the radio so customized broadcast advertisements are important.
Who: Born 1965 and 1976. They know the answer to the question, “What was the first video on MTV?” Also known as “latchkey kids,” they grew up being babysat by the television. They grew up in an era that went from hippie to punk rock and are known as “edgy,” often problematic, reports brandingmagazine.com. They often scoff at brand loyalty and will personally review their possible purchases with a skeptical eye. While they are harder to reach than their younger brothers and sisters, there are niches businesses can explore in order to engage them.
How to Reach Them: Social media is alive and kicking in Generation X. In fact, brandingmagazine.com says over 80 percent of Gen-Xers are online and actively involved in social networks. One way to target their emotions, because that is what you are attempting to do with your 21st century marketing, is through feelings of nostalgia. You might notice the resurgence of all things 70s and 80s — from superhero movies to fashion trends. Imagine how the Gen-Xers feels about the endangerment of the Twinkie. They are not easy to offend so humor is always welcomed when marketing to this generation. Broadcast Advertising? Skip it. TV is a luxury in the 21st century and they watch things on demand more than on a schedule, explains destinationcrm.com. Also, because there is diversity in ethnicity, marketers should vary heritages in visual advertising. Because the X Generation considers themselves to be individuals, avoid one-size-fits-all marketing. They will fight the establishment. Keep it real and authentic. No instant flash necessary.
BTW: The first song on MTV was “Video Killed the Radio Star,” by the Buggles.
Neil Wyman Now that he’s retired, Neil loves volunteering at his local library and teaching computer workshops for other seniors. He keeps up a weekly blog that features new cool tech gadgets and apps.