5 keys to marketing to baby boomers

Whether you own your own business or simply work for one, one of the greatest concerns that weighs on your mind is how to get your product or service out on the market.Marketing your product can be a complex and difficult procedure.Especially since there are so many variables to consider when marketing a product.You have to take into account the specific group your marketing to, be it DINKs, teens, yuppies or baby boomers.Each group will respond differently to your marketing strategies so it is imperative that you are aware of the demographics and characteristics of each group.The focus of this article will be baby boomers.Since it is so important to know who you're marketing to, we will begin by discussing the characteristics of baby boomers and then move onto five key things to remember when marketing to baby boomers.

So what exactly is a baby boomer?Generally speaking, it is a person born during a period of increased birth rates.In the United States, the term usually refers to those people born during the post-World War Two period (but before the Vietnam War) of increased birth rates.Baby boomers account for about 40% of America's current population.They have often been the target of modern marketers, who dissected, analyzed and confirmed a feeling of generational distinctiveness in the baby boomers.

Baby boomers were the first group to be raised on television; the first group to truly experience "rock and roll;" the first group to fall away in massive numbers from their religious affiliations.They were the leaders during the American civil rights movements, the feminist cause in the 70s, gay rights, handicapped rights and the right to privacy.

Baby boomers are economically optimistic, since they did not experience the Great Depression.Both women and men of this era are usually well educated, and comfortable with technology having grown up in the era of computers.They are an especially individualistic generation and tend to reject authority.They fill their lives with work and pleasure and therefore often live a very hectic lifestyle.

Baby boomers are an important part of the market for retailers, not only because of the size of this population, but because the people in this age group are typically big spenders.They look for things that make their hectic lives easier and are willing to pay for the convenience.As this generation grows older, they will be spending more and more on not only prescriptions, but also health and beauty aids.Baby boomers have a strong desire to counter the aging process and retain their youth.They have been a fairly fit generation, and continue to desire a healthy lifestyle.

Baby boomers will spend almost any amount of money on leisure activities, especially on travel as they become empty nesters.In this respect they are similar to DINKs (double income no kids) who have the money and freedom to go and do as they please.

So when marketing to baby boomers, you should remember these five key elements:

1. Disposable incomes: as mentioned above, baby boomers usually have plenty of disposable income that they are eager to spend
2. Luxury products: baby boomers are often the innovators when it comes to new, unusual or luxurious products.They are some of the first to try out new products if only for the experience of having them.
3. Hectic lives: baby boomers have busy and full lives and will often pay just a bit extra to have the convenience that might save them some time.
4. Preserve youth: as mentioned above, baby boomers are interested in preserving their youth as much as possible.Products that will do just that are sure to be a hit with them.
5. Active retirees: as the baby boomer generation grows older and begins to retire, they will look for other outlets for all their energy, be it travel, sports, volunteer work, etc.They will not be a generation that sits and watches their spouse grow old.Baby boomers will continue to be interested in the things that took their time as younger people.