Marketing to Different Generations

By Sarah Barr, Business Development Manager

One of my favorite memories of Christmas time is the large Christmas brunch at my sister’s house where all of my extended family gets together. Thinking back to this past year’s get together, I can’t help but laugh. I can visualize my uncle who is 80 cracking jokes that left my nieces and nephews scratching their heads at the table. I can recall my Aunt secretly looking up something on her smartphone that her grandson referenced because she had no clue what he was talking about. My cousin would call her Mom on the phone to tell her to bring her a drink downstairs. We Facetimed family that couldn’t attend the gathering. I can still see the perplexed look on my Mom’s face while watching my sister take a picture of her meal to post to her social media network. Where am I going with this blog article? GENERATIONS use and perceive technology in an entirely different way, impacting how your marketing can reach them!

The same applies when it comes to marketing to different generations. There are 4 main generations- Silents, Baby Boomers, Generation Xers, and Millennials. The generation your customers belong to has a significant impact on how they absorb information and also what motives them to purchase or donate. It’s now more important than ever with all these different generations in the marketplace to understand each generation’s unique needs and tailor your marketing to them.

Here are some tips on marketing to each of these different generations.

Silents – (Born 1925-1946)

Silents grew up during the Great Depression and World War II. They are considered some of the most faithful and loyal workers. They seek value for comfort, a sense of belonging, and money mostly due to having to recover from the financial impact of the postwar era.

1. They are least likely to purchase something on an impulse.
2. They are more receptive to traditional marketing like tv, radio, and direct mail (postcards, newsletters, and appeals).
3. Because of aging eyes, it’s important to use larger fonts on any marketing collateral so it’s easier for them to read.
4. They are more likely to respond to larger sized marketing pieces.
5. Keep designs simple and clean. Use a single impactful image rather than a collage.
6. Use language they will understand and appreciate.

 

Baby Boomers- (Born 1946- 1964)

Many Baby Boomers either have or will be retiring soon. They are bargain hunters.  They value loyalty, trust, and a sense of community.

1. Discounts and bargains are appealing to this generation.
2. They care more about your business values.
   
3. They like dabbling around in technology, but they prefer face to face communication.
4. They understand the value of a good product. Even though they like bargains, if you focus on the value or your product or service, this will make them less price sensitive if they can trust they are getting an amazing end product or service from you.

 

Generation Xers (Born 1965-1980)

1. Xers are at the peak of their earning and spending years.
2. The majority use smart phones and regularly access social media sites (Facebook and Pinterest are the most popular).
3. Time is important to this generation! It’s important to offer a one-stop shopping solution.
4. They are extremely brand loyal.
5. They distrust when marketing feels overly sales-y.
6. Combining traditional and digital marketing will have an increased impact on this generation.

 

Millennials (born after 1980)

Millennials are more educated and have more choices than any other generation prior. They are unpredictable and not always brand loyal. They are bombarded with thousands of messages a day.

1. They are impulse shoppers.
2. Keep your message short to capture their attention.
3. Personalize, personalize, personalize. Make them feel connected to your brand!
4. They are technology babies! Make sure you are combining your traditional and digital marketing into powerful multichannel messages!
5. They enjoy interactive experiences so make sure to use QR Codes, NFC Tags, and Augmented Reality on your next direct mailer to this generation.
6. Have a strong online presence in your marketing.  Make sure to have a blog and update your various social media channels often.
7. Utilize email newsletters in your marketing.  Ensure they are compatible for mobile viewing.

 

It’s important not to change your method of reaching these different generations, but to adapt your message and make it action focused based on your target generation. Creating a multichannel communication strategy helps ensure you reach and engage all generations.

 

What’s your generation?  How do you like to receive your marketing?