THEY’RE NOT COMPULSIVE BUYERS
Plan on remarketing to Boomers but don’t be pushy. They are not instinctively compulsive purchasers and will “do their homework” first, including reading reviews if they are not familiar with your product or service.
This one is huge. Generally Boomers are loyal to the Brands they have in their portfolio, be it pleasure or business. I believe it’s because the internet only happened in the last decade and prior to that, more traditional marketing methods were used. Selling was more personal and that leaves a long-lasting impression with Boomers.
Hence, you’ll find for example a Hairdresser that buys all her products and accessories will purchase from one or two main vendors, and will stay with them as long as the product, service and value remains excellent. In other words, it takes a lot for Boomers to switch. But they will switch, if your brand has compelling reasons to do so.
Boomers don’t like marketing hype. They want integrity and easy access to the product information they desire to make informed choices. If it meets their requirements, you’ve got great customer service and a fair price, they’ll put you on the short list.
Don’t expect a quick sale.
After a lengthy thought process and consideration, if you’ve remarketed with a resounding message which focuses on the product features and benefits and combine that with a message that you can be trusted to deliver and service the Boomers’ needs, you’re most likely to obtain the business.
Yes, that does need it’s own title.
Boomers are quite frankly fed up with being ignored or labeled as over-the-hill when in fact they are probably the most intelligent age-group alive! They don’t care to be lumped into the “seniors” category when they actually are very active, are still working and indeed helping regenerate this currently depressed economy. They hold the disposable income retailers and businesses need – but they are not going to spend it unwisely.
Boomers are the first to admit they are probably not the most technologically advanced people, but they have smarts.
And yes, they are laughing at you when you run around the neighborhood chasing Pokemon Go Monsters – really? How old are you?
When you market to Boomers, treat them with a high level of respect – and sophistication, with a clear marketing message that includes them – and you’ll be off to a great start.