Is The Baby Boomers Generation ONE Generation?
Have you been marketing to the baby boomer generation? This demographic is a huge one, encompassing anyone born between 1946 and 1964. Those are a lot of ages to target. This market is a much sought after market for many reasons, some of which you may know. If you’ve had some success marketing to the Baby Boomers, you could probably have more if you narrowed your target audience within this demographic.
The United States currently has an aging population. We know this from any statistics you care to read at the U.S.Census Bureau. The problem with lumping the Baby Boomers into one marketing group is obvious when you look at the spread of years that are commonly used to describe this period in America’s history; the period post World War II.
Just to be clear; in 2010, people born during the baby boom years are ages 46 to 64. People in their 40′s are vastly different than people in their 60′s. They have different life experiences, histories, wants, and needs. This time spans an entire generation.
Do you market to a 46 year old or a 64 year old? I can tell you that the thought process, the wants, and the needs of a person in their 40′s is vastly different from someone in their 60′s. If you simply search the term “baby boomer” and market to whoever pops up, you haven’t narrowed your market to a specific audience.
Let’s say I’m 47 years old and I search the term “baby boomers” on the internet looking for products I can use. If the search gives me luxury cruises and vacations that only retired people can take part in, then I’m insulted and you lose your credibility with me. I’m a Boomer at home with teenagers, a college fund to feed, and two weeks of vacation time. You aren’t marketing to this Boomer!
The same thing applies in other areas of marketing. If you have a “beauty product” that you’re marketing to the Boomers, which side of the spectrum are you targeting? If I’m in my 40′s I want anti aging serums… if I’m in my 60′s I want relief from dryness along with sun protection. A lot changes between two decades!
Who exactly is your audience? Perhaps the term Baby Boomer is not appropriate for what you are selling. When it comes to the whole warm and fuzzy “remember when” things, the term is fine. But, if your product is specifically formulated to do something for a certain age group, then target THAT age group, and not the generic Baby Boomer.
Do you really want to market that college savings fund to someone who’s kids have fled the nest decades ago? Use the Baby Boomer term when you wax nostalgic but NOT when you’re marketing your products. Figure out who your target audience is exactly for your product and market directly to them and not a demographic picture of them.
Really, if you have a product to help people sort through Medicare Supplement insurance, do you want that product to be targeted at a generic “Baby Boomer” group or a 64 and older group? If you blast a new product out to an age group that doesn’t appreciate it, you may lose that group, permanently. Consider AARP for a moment… you get that letter very close to your 50th birthday, don’t you. Not when you’re 40 and not when you’re 60; when you’re 50.
It’s often said that when you’re writing something for many people to read, “write for one person.” I must add, “sell to one person.” Know the one person you are marketing to, and not just some arbitrary demographic. Your product, and you, will be rewarded with the trust and esteem of your audience – and, hopefully, customers.
Now, it’s time for action. Drop your Baby Boomer references from your marketing, replacing them with your real target audience. Don’t lump together the 40 year olds, 50 year olds, and 60 year olds in the same group. If you don’t have the one magic product that appeals to all age groups, then don’t market to all age groups. Treat us Boomers like the individuals we are – you might just find some loyal friends and customers here if you do!
Start promoting your product to the baby boomers generation carefully – choosing the age group that will welcome your information. Learn what makes us Boomers tick, and much more with a visit to RemarkableWrinklies.com.