Did the Beatles really provide the soundtrack for a generation? "Will you still need me when I'm 64" has certainly taken on new meaning over the years.
To paraphrase the lyrics to “Sgt Pepper’s Lonely Hearts Club Band” … “It was 65 years ago today that Boomers entered the world to play.” Well, as the leading edge Boomers approach (and even surpass) that life passage of a 65th birthday, playtime feels like a long time ago.
And while lots of people today are singing the same tune about how revolutionary Boomers are in total as the primary 50+ market segment, it’s harder to find practical help on how to get action from your Boomer Marketing activity.
This was on my mind as I prepared my part in a recent Webinar The 50+ Market: Cutting-Edge Best Practices for Direct Mail and Email Campaigns” hosted by Direct Marketing IQ. The attendees seemed to find value in these “Six C’s” which our agency, DMW Direct, has found worked well in successful marketing campaigns. So I thought I’d also share them with you, dear readers of NGB …
- Carve the market up into at least two segments. The Leading Edge Boomers (1946-1954) and the Trailing Edge Boomers (1955-1964) are two different segments. 18 years separate the high and low end of Boomers. Does a 25-year-old have the same needs as a 45-year-old? Would you speak to them in the same way? Leading Edge Boomers are okay with being “boomers” but don’t call them “seniors.” Trailing Edge Boomers don’t like being called “boomers.” You need to cater to their preferences on all levels.
Okay, so time may wait for no one ... but Boomers aren't passively sitting and waiting to see what it will do to them, either.
- Compliment them on their agelessness. At least in their minds, Boomers will never grow old. Make sure your photos and the way you speak to them reflect how they see themselves, and not their numeric age.
- Carry them into the future and don’t dwell on the past. Using nostalgia can backfire if you don’t use it properly. Boomers are forward-thinking, not backward-looking individuals. They feel the best is yet to come. If you want to refer to the past, make sure you only use it in contrast to how different they are today. They are better. They have different needs. Talking too much about the “good old days” makes them feel “old.”
- Create a climate of comfort. If they can’t read it easily, understand it clearly, or access it quickly, they will go somewhere else. Anything that makes them feel inadequate or old will result in rejection. Small type sizes or industry jargon they don’t understand are causes for throwing out your direct mail (and don’t forget that if your mail drives them to your Website it should be easy for them to maneuver once they get there … if not, consider a landing page or microsite stopover). They also love companies that educate them. They are information sponges and define knowledge as power. They are more comfortable when they are armed with the facts. Don’t be afraid of adding a small brochure to direct mail.
- Convey convenience. They live, and have lived, in both the analog and digital worlds. They like to access any and all avenues to get what they want. Give them the opportunities they seek: look over direct mail but offer a Website for more information; call and talk to someone by providing a toll-free number in the kit; send a question via e-mail. Let them have it their way and keep all their options open.
- Come off as credible. This jaded cohort has seen it all when it comes to advertising. They were the first group targeted by advertisers and have learned to turn off outrageous claims. They will demand more information and backup to what you have to say. They are not brand loyal. They want to know what is in it for them. If they perceive the product fits their needs (remember both the Leading Edge and Trailing Edge Boomers are all about “self”) then who is selling it can be less of a concern. Referrals and testimonials help with credibility.
Of course, the real trick is turning these principles into convincing messaging. For many of our clients, the answer to another musical question — “Will you still need me, when I’m 64?” quoted from another song on the Sgt. Pepper album — is “Absolutely.” For any marketer who does indeed need those Boomers, age 50 or 65, as customers, you’ll find some Real World examples in the Case History section of our Website.
To see more examples of marketing to those 65+ with a little help from your friends at DMW, just comment below, or contact us here. And best wishes in your efforts to transform the Baby Boom into a Business Boom!
