How to market to the baby boomers

One thing that many companies forget about is the baby boomers. Many companies don't try marketing to this group of people because they are uncertain about how they should go about marketing to the baby boomers or they tend to think that since they are getting older they are not as important. But the truth of the matter is that even though they are getting older they are still an important group that you need to market too. But you need to be careful in how you actually market to them.

Difficulty rating: Moderate to difficult

Step one:
The first thing that you need to do is to make sure that what you are offering this generation can be perceived as a good value for the money that they are paying. The reason for this is that as the baby boomers get older they are going to be looking to make sure that the products that they are buying are reasonably priced, meaning they are getting a great deal for their money because of what is currently going on with senior citizens who are on a fixed income. And you also need to keep in mind that some of the baby boomers are already on a fixed income so they can only spend so much on things so they want to get their monies worth.

Step two:
The next thing that you need to do is to make sure that the products are well designed with broad applicability. Basically what this means is that you are going to want to have a product that you are marketing to the baby boomers that is flexible enough to be used by the baby boomers but at the same time can be used by the younger generation as well. You don't want something that is going to be too complicated for the baby boomers to figure out because you want them to buy it.

Step three:
Another thing that you need to realize is that the baby boomers are not really brand loyal. What this means for your company is don't count them out because you are a new company you need to include them in your marketing campaign because it has been proven that they are more likely to switch brands if the value is better for their money.

Step four:
One of the best things that you can do when marketing to the baby boomers is to include the baby boomers in your sales and marketing. This way you get their opinions about what is actually working or what they think might work better because of how diverse this group of people actually is.

Step five:
Now that you have gotten all the basic stuff out of the way you are going to want to really focus on your actual marketing plan. The first thing that you are going to want to do is to make sure that you are selling experience not age. Basically what this means is that you want to talk about experiences not about the fact that they are getting older, don't have your ad talk about your product being for older people it won't be well received.

Step six:
The next thing you need to think about is what words you are going to be using in your ads. You really want to be sure that you choose your words carefully and not use terms like older people and seniors, your best bet is to use words like mature and prime. This will help you to inspire people to buy your products rather than bully them into thinking they have to have it.

Step seven:
You also need to pay attention to the needs of your aging customers. What this means is you want to make sure that your packaging is easy to read, meaning a good font size, not cluttered up and an easy to read type set.

Step eight:
The next thing you want to do is to choose your marketing platforms very carefully. You are going to want to choose the type of media that actually reaches your market. But you also don't want to ignore the newer markets just because the group is older, you will still want to use some kind if internet marketing along with your traditional marketing areas such as television ads and radio ads.