Ideas to Target Members of a Specific Generation
Look around. There’s a good chance that you’re looking at a 25-year-old, a 40-year-old and a 60-year-old all in the same 20-foot radius. And if you’re working at a booming marketing company, those same individuals are all about pitching to 25-year-olds, 40-year-olds and 60-year-olds.
There is no age discrimination, and good marketers know no boundaries. The best in the business know how to pitch to people of all ages, all beliefs, all ideologies. Generational marketing is a cake walk.
A story by MightyCall defines generational marketing as “the approach to product development, customer relations management (CRM), communication and marketing that recognizes generation as archetypes; a model of which all things are considered of the same type, copy or representation.” It tackles the approach of segmentation — in other words, dividing the specific marketplace into parts.
In generational marketing, you have baby boomers (those born between 1946-64), Generation X (1965-1979), millennials (1980-94) and Generation Z (1995-present). It’s no secret that if you put an individual from each of those four age groups together in one cluster, each would have different overall goals, converse differently, have polarizing views, etc.
The best marketers not only know this, but they also adapt and adjust, turning what could be an awkward situation into a company win. If you’re looking for a few ideas to target members of a specific generation, we’ve got you covered:
Baby boomers: Upselling matters
When focusing on baby boomers, you’re normally dealing with the individuals who have disposable income. These can be your elderly consumers who are retired or close to retiring, yet still appreciative of the value of a particular service.
These individuals often have money to spend — and, sometimes, money simply to blow — so upselling your product is a great idea. Including packages that simply will help make life easier is key. Discussing upgrades, VIP deals or anything else that would dignify the simplification of a working marketing opportunity would be the right move for a baby boomer.
Gen Xers: Work your magic via discounts
With Generation X, offering ways to save is critical. Marketers have to remember that some in this group are still snakebitten by what happened with the Great Recession.
That said, saving is important. Offering coupons to save on products by way of email marketing could be a solid option for Gen Xers. According to a Wordstream article, “it’s natural that they would react positively to retail emails. Not to mention, they are checking email at work, at home, on tablets and iPhones and desktops.”
Millennials: Connect through social media
Of the four generational groups, millennials most likely will be the fastest to check on business brands by way of social media. This group, of the four, also is the one that loves to feel included the most.
Featuring millennials is a good move, whether that happens through a simple tag in a tweet or acknowledging a contest winner on an Instagram post. Supporting customer appreciation by way of any major social media platform will go a long way with this generation.
Think about it: If one millennial consumer can get noticed, the person beside him gets visions of being next in line. Advantage, marketing company.
Gen Zers: Go the techie route
Baby boomers used the telephone. Gen Xers worked well with computers and email. Millennials have the cellphones and tablets. When dealing with Gen Zers, it’s all about smartphones, apps and tons of social media options.
In a story by MemberClicks, utilizing technologically advanced visuals grab the attention of this generation. Per the story, “since they are exposed to quite a bit of online content on a day-to-day-basis, make sure YOURS stands out by utilizing high-quality visuals — in your emails, on social media, etc. … You may even want to experiment with memes, too.”
Each generation has its own defining moments, and the best marketers will tap into those moments and use them in their respective marketing strategies. Use these nuggets wisely to target members of each generation. Adjust, adapt … and win!