Marketing to Boomers

Are you paying attention to them?

Boomers (Baby Boomers are those individuals born between 1946 and 1964), are the largest generation in North America. They represent well over 35% of the nations population. Additionally, boomers are responsible for spending half of the country’s consumer spending.

There are a lot of misconceptions about boomers. The traditional view of this demographic is that they spend less, have rigid brand preferences and take little interest in new products and technology but this couldn’t be further from the truth. In reality, boomers are outspending other generations at a rapid pace of $400 billion each year in North America and they are the largest buyers of new technology. If you are a provider of consumer goods and services, you may want to take notice of this booming generation.

Demystifying boomers

Inaccurate assumptions about boomers have caused this group to be dubbed the most neglected wealthy demographic in the history of marketing. If you are looking to tap into this valuable audience, here are some things to consider:

Boomers are online: Boomers represent one-third of the country’s Internet users. In fact, last year they spent 27 hours online per week. Boomers are on the Web gathering information, shopping, gaming, engaging in social media and finding coupons or discounts. Consider reaching boomers by emailing coupons or posting discounts to social media. Or, try testing online ads with Google® AdWords. You can target your ads to reach those in a specific age group or life stage.

Boomers are active: Many boomers are working well into their 70’s, and not because they have to; because they want to. When marketing to boomers, it’s important to speak their language. They don’t want to be referred to as senior citizens or elderly.

To speak their language, think active, balanced life, optimal health, wise and mature. When designing communications, steer clear of imagery that portrays this group as sedentary; instead, show mature consumers doing meaningful things such as playing with children or engaging in outdoor activities.

Further, appeal to their interests by holding a Facebook® contest asking them to post a picture of themselves engaged in a favorite hobby or activity to enter.  Depending on the time of year, award winners with items such as a Fishing Bag, golf umbrella polo shirt or gardening tool kit, winter car care kit.... you get the idea. And don't forget... if you are calling on a Boomer, bring along some swag for them. They'll appreciate it and it will go a long way!