6 kinds of marketing strategies and 4 kinds of effective methods are helpful to the research of "baby boomers" and "elderly" | overseas EC situation, strategy and marketing information watch | online store heads forum

Baby boomers don't like to be thought of as old. That said, from a marketing point of view, baby boomers should not be provided with the same type of content as millennials.

How to get close to more than baby boomers?

While looking for effective marketing tactics for baby boomers, let's give a few examples of successful companies without adversely affecting business.

As the most important rule, consumers of more than a generation of lumps are not "old people". Therefore, do not pay attention to the stereotypes of the elderly.

Most baby boomers and above think they are young and active. Their values are strikingly similar to those of the younger generation, such as millennials.

At present, regardless of age, all consumers are looking for self-realization, emotion, travel, health and health. No matter which goal is achieved, it needs the fundamental values and sources of motivation that attract them.

While there are universal values, we must recognize that the source of fundamental values and motivation for baby boomers and the elderly is changing.

Coming of Age, which markets baby boomers and the elderly, says:

For example, more than baby boomers value time with their families and practicality. They want to enjoy their life, and if they have time and money left, they want to enjoy it.

Brands should use emotional pictures, such as sending messages dedicated to family (especially grandchildren) time, to express a positive lifestyle. It is important for baby boomers to enjoy spending time with their families and build a legacy.

While baby boomers don't like to be thought of as elderly, marketers should not provide baby boomers with the same type of content as millennials. Baby boomers and above like clear and simple messages.

Avoid using multiple images that may confuse them, and use complex layouts.

Use a formal communication style, use "practical" propaganda, combined with a design that emphasizes a key point to convey it.

For example, use a picture that appeals to emotion instead of a collage. Let the video content convey details in a slow and orderly manner.

Finally, more than baby boomers do not respond to subject tags and buzzwords. Use appropriate grammar and language and pay attention to the expressions that make them happy.

In order to guide more than baby boomers to buy, logical reasons are more useful than desires and impulsive feelings.

CRM solution Keap says that unlike millennials, more than baby boomers are hesitant to buy things because they are capricious. Facing shopping one by one.

They investigate carefully before buying and have a thorough understanding of what they want to buy. If they don't disclose all the expenses from the beginning, they will leave. Yes, you need to buy the transparency of the funnel. We believe that discounts are welcomed by every generation, while baby boomers and above are most likely to stick to discounts.

According to a report by Across the Ages, 30 per cent of baby boomers replied that they bought clothes only when they were on sale (more than any other generation). However, in order for baby boomers to love for a long time, whether goods and services meet the true value of their needs is more important than discounts.

"more than 77% of baby boomers buy goods based on the value provided," FONA International explained, according to the manufacture and sale of condiments. If you can effectively convey the benefits and value of goods, you can make brand positioning to gain market share at this level.

Therefore, the sampling taken by the customer may work effectively. More than baby boomers react positively to information proving the value of their products. By demonstrating clear benefits, you can help this layer of the decision-making process.

Baby boomers have great expectations for customer service, so they like brick-and-mortar stores. According to LoyaltyOne's survey of consumer buying behavior analysis and other generations of consumer habits, more than baby boomers are the most likely to never use the store after low-quality interaction with salespeople.

This is not limited to offline channels. Brands can take advantage of this feature online. Baby boomers or more, who focus on convenience, communication and easy access, highly appreciate the convenience of accessing and navigating websites, talking to actual people, and clear return policies.

For example, in order to meet the needs of more than baby boomers who actually want to talk to the person in charge, the expression in the email might as well replace the "Buy now" button with "make an appointment and make a purchase call."

More than a generation of baby boomers become loyal customers once they are courted as fans. SKUlocal provides marketing solutions for retail stores, and they attach great importance to excellent customer service, so in order to increase the loyalty of baby boomers and above, building deep relationships and all-channel communication is the key.

Baby boomers prefer traditional purchases, so they are more likely to upload them. Jeffrey Gitomer, the sales leader, says uploading also helps build better relationships with consumers. Uplink neighborhoods are more effective than getting new consumers, especially among baby boomers and above.

For brands, this is an opportunity to optimize and maintain existing customer profiles. Products that salespeople need to pay attention to include prescription drugs, insurance, gifts for grandchildren, entertainment, travel and discounted wine for sale cases.

For brands and advertisers who want to advertise on TV but want to reduce advertising costs, it is important to supplement promotional activities with cheap media, such as digital advertising and print advertising, which can be extended.

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Like other generations, more than baby boomers search the Internet for product information, using a variety of media such as phone calls and text messages.

An effective way to reach the baby boomers

Judging from the marketing strategy of US communications giant T-Mobile to baby boomers and customized products that cater to the needs of baby boomers, you may wonder if consumers over the age of 55 really understand what they are after.

T-Mobile strategists have identified what features older people need most when buying a phone. This is a function to keep in touch with family and friends.

As a result, T-Mobile released a new simple data plan targeting consumers over the age of 55. Creating Results Strategic Marketing points out that you can buy the latest smartphones without tedious extra planning.

Although the baby boomers like the department store John Lewis, it is a great achievement considering that the department store brand is not just targeting baby boomers.

If you look at the website, you will find that it supports different people, but what impresses baby boomers are the model staff and services, the ease of use of shopping and clear brand values.

The strategy of insurance company Geico is to gain more first-generation customers than other insurers in the past five years. And why is that?

Because it targets all the media channels used by baby boomers and advertises for them. Geico allocates resources to the latest marketing channels (such as digital) and more traditional channels (such as paper media).

Baby boomers have given pet food company Purina's dog food "Bright Mind" to their 10-year-old dog whose brain aging began. Thirty days later, the couple were moved by the improvement in the dog's condition. Because the dog is stronger than before, his eyes will regain their brightness and want to learn something new.

AARP, a non-profit group on aging society, says Purina takes advantage of the importance of pets after children leave the nest and a high level of attention to brain health to be close to couples of a particular age who take care of pets of a particular age.

The clump generation, like millennials, may be good for your company. Contrary to what many marketers imagine, baby boomers are likely to buy online. In addition, they tend to spend more money each time they buy.