January 1, 2014
Getting Back to Basics to Target Baby Boomers
Believe it or not, there are people that don’t walk around with their cell phone or smartphone up to their ear 24/7, or who do not post their every move on Facebook. Depending on your product, these people are most likely the ones who helped develop your brand and made it what it is today.
These folks are known as Baby Boomers. A Baby Boomer is someone who was born between the years 1946 and 1964. According to Baby Boomer Magazine, Baby Boomers are the single largest economic group in the United States, have more discretionary income than any other group, and control 70% of the total net worth of American households. It would be wise not to ignore this group of shoppers, especially when they have money to spend.
Many Boomers feel abandoned by marketers because a number of companies no longer target more mature consumers. To make sure you are speaking to all of your shoppers, you need to get back to the basics of shopper marketing – knowing and understanding your shoppers. ALL of them! Define your strategy, THEN find the tools and solutions that fit the shopper.
Despite what you may think, Boomers are not technologically challenged. Eighty-two percent of Boomers use the internet, and 64% have been online. Although they are tech-savvy, the key is to understand how they are using these tools when it comes to purchasing your product. Most of the Boomers’ online activity includes instant messaging, downloading music or movies, and staying connected to family and friends through social media websites and e-mail. Boomers still read the newspaper, clip coupons from the Sunday newspaper, and enjoy browsing the aisles at the grocery store. How do you reach a technologically savvy group who still reads the newspaper?
There are a plethora of tools that marketers can use to attract this group of shoppers. Customizing these tools based on the shopper, their preferences and buying behavior will help you engage with shoppers at multiple touchpoints along their path to purchase. If you are going to offer a coupon that can be accessed via mobile phone, add an in-store coupon or direct mail piece to your marketing plan to effectively reach this group of shoppers. Develop an engaging on-shelf POS to help remind shoppers why they use their favorite product or to entice them to try something new.
Don’t get hung up on the next big thing and forget the other tools you have in your toolkit. Use all your tools so you don’t forget those that helped make you who you are today.