Generational Marketing by JZ1z84V

VIEWS: 0 PAGES: 27

									Generational Marketing
The Secret Ingredient to Maximize Marketing ROI
5 Generations of Consumers
• Matures born 1925 to 1942
• Boomers born 1943 to 1960
• Gen X born in 1961 to 1981
• Gen Y (Millennials) born 1982 to 2004
• Gen Z born 2005 to the present
Which group contains
the most consumers?

• Matures born 1925 to 1942

• Boomers born 1943 to 1960

• Gen X born in 1961 to 1981

• Gen Y (Millennials) born 1982 to 2004

• Gen Z born 2005 to the present
What does this mean to you?
With Baby Boomers moving into retirement and
their parents well into old age, marketers are
going to need a deeper demographic
understanding of younger customers if they
hope to remain relevant.


                           Kenneth W. Gronbach,
                           The Age Curve:
                           How to Profit
                           from the Coming
                           Demographic Storm
Matures and Their Media Habits

TV news (39% of the audience)

Newspaper and print (40% of the audience)

2 of 5 members of this group participate
in social/civic organizations

Radio also has influence
You'll win if you . . .

Appreciate they’re avid readers.

Put a premium on courtesy
and customer service.

Understand they may have
transportation challenges.

Craft messages that speak
to their sense of history.

Make your website easy to use, magazine-like,
without fast-popping multimedia experiences.
Avoid . . .

Trying to fast-talk them into
a decision with razzle-dazzle media.

Making them feel like they're being hustled.

Too much personalization
in marketing literature—
it creeps them out!
Marketing Tactics that Work

Traditional collateral and direct mail

Advertorials with credible pitchmen

Print ads

Catalogs

Radio messages
Boomers and Their Media Habits

They still think it's all about them

Buying decisions based on facilitating convenience
or commemorating successes

Media habits are remarkably similar to Matures

TV news (40% of the audience)

Newspaper and print (40% of the audience)

2 of 5 members of this group participate
in social/civic organizations

The only generation to respond frequently to direct mail
You'll win if you . . .

Capture their attention
in seconds—or lose them.

Appreciate they are the
busy generation.

Speak to the rebel/trailblazer
who wants to be in the know
and leave a legacy.

Make your website easy to use,
magazine-like, and limit the
amount of multi-media.
Avoid . . .

Making them
read lengthy
marketing
messages
Marketing Tactics that Work

Traditional collateral

Print ads

Advertorials

Catalogs

Radio messages

Personalized direct mail with
factual information
Gen X and Their Media Habits

Market savvy

Overly complex lives seeking simplification

Love hip fun

If you make a promise, you better deliver

TV news on comedy channels (78% of the audience)

Web (86%)

Lifestyle events
You'll win if you . . .

Understand how they use their time.

Know they rely heavily
on pure information.
Avoid . . .

Disappointing them with your brand

Making them stand in line

Including cookie trails in websites
Marketing Tactics that Work

Permission marketing

Personalized direct mail

Event invitations

Incentives

Sardonic messaging on
the web and TV

Hip, fun multimedia
Gen Y and Their Media Habits

Influenced by brand-conscious Boomer parents

Brains are wired for complexity

Tech savvy generation

They’ll trust you, but will be more influenced by their tribe

TV but target by cable channel and by show

Digital media

Permission marketing but in groups
so social media is effective
You'll win if you . . .

Understand how they use their time

Go where they are—malls, concerts,
ballgames, brew-fest, fun runs,
music fests, local causes

Make your website a
“sweet” place to visit

Direct mail with freebies,
discount coupons
and event invitations

Incorporate social media
Avoid . . .

Too heavy of a focus
on traditional media

A simplistic website
Marketing Tactics that Work

Rich media

Personalization on direct mail

Events

Social media

Media that lets the audience create

QR codes

Mobile messaging tied to permission marketing
Two Areas Where
Opportunity Awaits
Billboards
Direct mail
“No one has taken
their mailboxes down,
and the outdoor is
still right there on
the road facing you.
Yet for some reason
advertisers and marketers
are missing two of the
biggest opportunities,”
Gronbach says.
Direct Mail Benefits

It reaches the recipient.

It is a tactile experience.

People look at it.

The Trojan horse effect.
Neuroscience research
shows the benefits of
direct mail over digital

Higher retention

More learning about
brand information
Study was conducted by
Millward Brown working in
association with Bangor University
and the United Kingdom’s Royal Mail.
What can you do with this
      information?
  Thank you for your attention.
  If you need more information,
       please contact your
Hopkins Printing account executive.

								
To top