Why It’s Bloody Wonderful being a Boomer


DID YOU KNOW
BOOMERS REPRESENT 70% OF DISPOSABLE INCOME IN 2016


You see that figure? 70% of disposable income ready to be spent is in the hands of Boomers, not Millennials, Boomers. But before we start, let’s talk ageism 🙂

Disclaimer: This is the final year of my 40’s and I feel fabulous. I fall just outside the Boomer era (1946 – 1964) but I can relate in many ways to this “classification”.  In my personal opinion, the journey through life is designed to let you know that as you get older, you really do get wiser and more focused on buying decisions.

HOW TO MARKET TO BOOMERS

Combining my own feelings and lifelong Brand experiences and analyzing those to the “Baby Boomer” era is what this article is about.

How to resonate and market as a Brand to intelligent and savvy Baby Boomers.

MARKETING TO BOOMERS

If you ask Boomers what’s important to them at this stage in life when being approached by Brands marketing their products and services, pretty much the consensus is the same.

How to Influence the 50+ Buyer

DON’T SEND BOOMERS A WALK-IN TUB POSTCARD VIA DIRECT MAIL

Stereotyping : When you’re marketing to over 50’s I laugh at the stories.

Friends will tell me they know they reached the ageism milestone when the direct mail pieces that arrive are about health, home security and life insurance. This is laughable as what should be in the direct mail is pieces about Starbucks, Nike (for the Gym and leisure casual wear) and Wine Direct – that’s far more appropriate. The stigma with the 50+ is so wrong today.

We’re living longer.

As they now say and I believe to a certain extent is true, “50 is the new 30” or “60 is the new 40” are statements that pretty much are fact. Boomers are fitter, healthier and medical advancements mean humans are living longer. On top of that, mentally Boomers are kids at heart, they always see themselves as youthful.

Don’t get me wrong, they know they are maturing in years and are wiser for it, including the buying decision process, but inside they still feel the same as they were when they were 35.

FUNCTIONALITY FIRST
They don’t need the bells and whistles.  Practical and functional works.

THEY LOVE EMAIL

This comes with a caveat. Most Boomers will filter this by providing a generic email address which they use as a spam folder (you know when you are asked to sign up and give your email address, this one gets input). They only share or read a “real” email for the filtered brand messages and important mail they wish to view.

DID YOU KNOW
CONSUMERS 50+ SPEND MORE ONLINE EACH YEAR
THAN THOSE AGED 31-45.

 


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.

BRAND LOYALTY

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.

INTEGRITY
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.

RESPECT

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.

IN SUMMARY: REVIEW YOUR BRAND MESSAGE

There’s a lot of hype about marketing to Millennials, yet the numbers talk for themselves.  The Boomers hold the Cash.  It’s not rocket science either.  The older you get you acquire more assets and that includes savings and investments.

The millennials are struggling with day-to-day costs and repaying student loans and other debts which Boomers have more than likely paid off or have at a minimum.  Boomers in business have established businesses that probably have been through many transitions and experiences over decades of economic change. They have learned to budget, be adaptable and plan meticulously for the future.  They have common sense and money for the right purchase, especially if that purchase adds value.

Make sure your Brand does not discriminate or look like it’s targeting a set demographic – unless that is the only intended audience you want as customers.

The smart marketer knows Boomers are great clients.  I certainly can vouch for that, some of Browserweb’s best clients are Boom Babies and loyal to boot!

Remember, if you need assistance feel free to #sayhello (@browserweb on twitter) or email me personally if you have any questions or comments.

Cheers

Mark Burke
Browserweb.com, a Digital Media Company

2018-01-06T15:46:12-05:00