Marketing To The Generations: Part 1
For many of you, the Baby Boomer is your core patient. Born between 1945 and 1964, they’re certainly controlling the lion’s share of dollars spent.
Here are five things you may not think about when marketing to Boomers. Put another way, these are five reasons you need to look at this market in a fresh, and more youth-oriented, way.
1. Big Bucks. According to Nielsen, half the U.S. population will be over age 50 by 2019. As seniors die off over the next 20 years, Boomers will gain control of 70 cents out of every dollar of disposable income in the U.S. They will also inherit a whopping $15 trillion over the next two decades.
2. Shhhh. Baby Boomers may be aging, but don’t tell them that. Take a tip from AARP and talk about possibilities, not age. Never, anywhere does AARP call any of its members seniors. And, products like Depends may be targeting 70-somethings, but most actors in the commercials are in their 40s and 50s.
3. Size And Color. Smart marketers make sure Boomers don’t have to squint when they read directions. Take a tip from companies like Sherwin Williams, which increased the font size of instructions on its paint cans. And, speaking of colors, many companies stick with psychedelic ones of the ‘60s and ‘70s in their marketing to the “Me generation,” as journalist Tom Wolfe called Boomers.
4. Agendas. In their 2015 joint release of The Longevity Network, UnitedHealthcare and AARP pinpointed several areas in which entrepreneurial businesses should focus their Boomer-directed messaging and agendas. They include: “aging with vitality, physical fitness, diet and nutrition, and social engagement.” All are smart topics that you, too, can touch on with this demographic.
5. Online. Make sure that your messaging to them isn’t limited to print or in-office communications. Focus on Boomers in social media as well. The reason? More than 70% of Boomers now have Facebook accounts, and, according to Google, they now spend more time online than in front of the TV.
Have you changed the way you market to Boomers in your practice? If so, what works and what doesn’t? Please tell us below and join the conversation on our ClubZero Facebook page here.