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How to Target the Boomers

Written by: Roger Bauer

Article Overview: There are 76 million people alive today which were born between 1946-1964, widely considered the baby boom era. This article briefly discusses how to target this generation with your marketing messages.

How to Target the Boomers

There are 76 million people alive today which were born between 1946-1964, widely considered the baby boom era. They represent the lion's share of today's economy and the American workforce. These people are approaching retirement so the rhetorical question is "how do we market to them?" They have a lot of disposable income, and they aren't afraid to spend their money. Unlike their parents, many of which were depression era babies, they grew up in an era marked by change, turmoil, and even good times. Think Woodstock, tie dies, and widespread marijuana usage. Slavery thankfully came to an end during their pre-prime years. These people aren't going to be shocked by much that comes down the pike--they've pretty much seen it all and participated in much of it too. So how do we marketing "types" curtail our message to identify with the Boomers?

For starters, Boomers desire to defy the typical image of retirement. Their life experiences have helped to minimize the fear of retirement and getting older. Rocking chairs and canes aren't how they're going to roll. They are thinking more along the lines of tropical vacations, athletic pursuits, and calling their own shots with their investments and money preservation. The changes they have witnessed in their youth have allowed them to embrace decision making up to and throughout retirement. Their generation is adept at rolling with the punches and keeping a level head if things go really well. If you are a marketer attempting to garner a share of the Boomer wallet, play up to these factors. Show them that you understand them, and you're there to help them achieve their objectives yet they can still make the final decision. Help them turn the image of retirement upside down. Allow them to rewrite the rules for retirement. That's what they are after, and they'll pay you well if you do a great job. Isn't that what you are ultimately after? Help them help you.

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Article Tags: american workforce, athletic pursuits, baby boom era, boomers, canes, disposable income, final decision, good times, life experiences, marijuana usage, marketer, rhetorical question, rocking chairs, rolling with the punches, slavery, starters, tropical vacations, turmoil, typical image, wallet



Related Forum Posts
Boomers Share... - [quote="litekepr":1zse5djs]Boomers participate in viral or word-of-mouth marketing as much as or more than younger age groups. 93% of Boomers are very or somewhat likely to share product information or news with friends. 80% of Boomers use a broadband connection at home.[/quote:1zse5djs] Great post! It is very interesting to see that 93% are likely to pass on product info and that 80% use broadband... How could you use that information to market specifically to this market segment?
Re: How should i promote a new website? - ignore this message IF it's already been stated. I haven't had a chance to read all the replies and i have to jet from the office... I suggest marketing where ever your Target Market congregates. If it's a forum of concerned parents - go there. Strike up a deal with the forum owner (JV) and have him promote it to the list of members (Integration Marketing). If you want to go with Forums then i would partner with a parent who is a frequent poster/moderator on a particular Target Market Forum and have him/her add your link to their signature. That was just a thought but it's not as intense once you get buy in from the Forum owner or high ranked poster/moderator. Hope that sparks some new ideas.
Re: Do Boomers Make Better Entrepreneurs? - The language of the Boomers was go to school, get a good grade and get a good job. they are taught to work for someone else not for themselves.
Do Boomers Make Better Entrepreneurs? - I was in a discussion yesterday with a friend who was adamant that Boomers make better entrepreneurs because they: - Have more life experience - Have more money - Have more connections What do you think? Do boomers make better entrepreneurs?
Re: 10 ideas to make you money in 2010 - I think Education would be hard to break into. Baby Boomers, Life Support and Trading Down, however, seem like good markets. As for Green technology goes, I don't think the business has to be entirely based on Green ideologies, but rather a business that embrace Green philosophies and use that as a marketing tool.


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