There’s so much that we can learn about marketing to the large population of baby boomers out there. I’ve come across several great articles that I’d like to share here.
The first is an article by Jim Gilmartin that talks about the way that older adults minds process information and how that differs from younger adults. Of course, the marketing strategy has got to change to match that thought process.
The second is a book that I am finally getting around to: It’s called “Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement”
Here’s what you will find in the book:
A very compelling argument for marketing to Boomers using online strategies (think Web 2.0)
A method for attracting older consumers which doesn’t discount the younger ones
The keys to getting true brand loyalty from a boomer consumer
Some of the best practices in targeting Boomers – again, especially online
How to fully engage the consumer – an important word for boomers.
Some new ideas for media planning that involves groups of boomers.
Gilmartin’s article discusses eight progressive changes used by the older mind in processing information. In short, he talks about what marketers have been telling us for years. People are attracted by logic, but buy based on emotion. The baby boomer population loves to use intuition and is more adept at it than ever.
Emotionally based first impressions are more important than ever. “you never get a second chance to make a first impression” is even more important to older adults today.
We hear it a lot in internet marketing circles — but, it is especially true for boomers -.Content is king. Provide it willingly,and in massive detail.
Be complete – don’t leave out anything.
More resistant to absolutes Hype just doesn’t cut it with boomers.
Boomers look for meanings, nuances and subtleties. It is important to emphasize values rather than just generic usefulness. Boomers tend to like pictures as well!
Tell stories. Boomers like experience – so narratives and vignettes speak more loudly than prose content. Give examples, use testimonials. Storytelling has always been important to people – and has now become an even more important part of market strategy.
Body, Mind, Spirit – wholistic thinking prevails. Marketing to one facet of a person or product has less appeal than those which cater to the interests of the “whole” person.
Effective communication has always been key in marketing. Understanding how a baby boomer’s mind processes information is key. When creating an ad, TV or radio spot, web site or sales presentation you must first connect with a baby boomer’s idealized image of self. Tell stories, use testimonials and examples of how other boomers were helped by using your services. Engage the customer in every possible way.
