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Part 2 - Targeted Marketing by ©1998 Robert C. Brenner, MSEE, MSSM Each of us are products of
the world in which we've lived. Most of us can be placed in one of four generational categories: Mature
citizens born between 1909 and 1945; Baby Boomers born between 1946 and 1964; Baby Busters or
Generation Xers born between 1965 and 1980; and Millennials or Generation 2001ers, born after 1980.
Each generation has its own characteristics and, although there are exceptions, one can usually place a
prospective customer in a generation by the way they speak, act and believe. New methods are evolving
for selling to these generations — methods that are only now being recognized by marketers.
This new marketing
methodology is affecting the way we promote and sell products and services. It involves selling to the
individual — selling to a targeted customer rather than selling to the masses. Since each generation responds
differently, we now know that we must adjust our ads, our signage, and our direct mailings to focus on
generational selling. This means that we design and implement an advertising campaign focused strictly on
Matures, strictly on Baby Boomers, strictly on Baby Busters, or strictly on Millennial's. This implies four
campaigns if you want to reach each generational segment. The idea is to design messages and
communications that speak to generational idiosyncrasies. Mail smarter, advertise smarter, and be where
the generations look for products and services.
What types of promotions
attract each individual generation? Here are some hot buttons that will prompt each generation to buy your
products and services.
We know that the senior
market grew up in tough times and learned to appreciate discipline, hard work and self denial. We know
that they are typically social and financially conservative. This group is slow to accept change, slow to
embrace new technology. When they spend their money, they buy products and services that satisfy their
basic conservative values. So sell things that they perceive as rewards for discipline, hard work, self-denial
and conservatism. Send messages that imply further rewards in their leisure time and retirement.
Baby Boomers enjoyed
profitable times and respond to "feel good" scenarios. This group feels entitled to the "good life" and want
to be treated as individuals. They take good things for granted and expect to live well. And they look for
those things that make them feel better. Women in the Boomer generation have made a huge market for
fine cars, Rolex watches and power suits. Boomers believe in working hard to gain the success they enjoy.
Often you'll find both spouses working long hours to have the big house, the three-car garage and the
vacation cottage on Maui. To them, time is valuable, and they seek things that give instant gratification and
deep personal fulfillment. Being typically liberal and idealistic, this generation will buy from companies who
return part of their revenue to support social programs. They are the ones who push recycling and who are
willing to pay a little more for socially- and ecologically-positioned products and services. To reach this
generation, promote products and services that appear to enhance the status of the buyer. Sell products
and services that make political, social or environmental statements. Send messages that motivate their
desire for sophistication and impertinence.
Baby Busters feel they are
being penalized for the excesses of their parents. To them, everything is relative — nothing is permanent.
This group is reactive and find fault with Baby Boomers for their uncertain lifestyles. Typically introverts,
Busters relate primarily to their own generation. With low expectations of a good future, they tend to live
for today. They don't believe in starting at the bottom of the job chain and push for high pay, fast payoff
on everything. They tend to trust no-one, especially those older than them. This group is repulsed by hype
and insincerity, and they can spot it quickly. However, once they perceive that your message is true, they
can enthusiastically adopt your product or service. They side emotionally with the common person and will
buy things that help elevate the ordinary. They are cause sensitive and often galvanize to support common
problems. Cause-related marketing appeals to this group. And keep in mind that members of this
generation are often the designated decision makers for their parents or other relatives.
Since this group often thinks
and decides communally, send messages that encourage and foster this behavior. Sell them products and
services that give them results now — things that are useful today. Sell things that fill a perceived and
genuine need. Develop and sell products and services that help this generation stay in touch and in control
— things that recognize their different or special needs. Tiered products and services sell well to this group.
They have a sense of information overload, so make messages clear, brief and concise. Develop marketing
messages that appear as entertainment. To them, advertising is a pop culture. They respond to sharp,
focused images, humor, music and a dose of irreverence. Try ads that admit they're ads because this
generation has been saturated with media and advertising all their life. So be sincere. Emphasize a balance
and perspective with products and services that give more leisure and family time while also providing
sound economical and functional solutions. Busters have a good work history, high aspirations and
consumer savvy. They can make good long term customers.
Millennial's are usually
optimistic about the future. They are also willing to accept responsibility for correcting the improprieties of
their predecessor generations. Goal and marriage oriented, this group focuses on their own plan for their
future. And they seek solutions. Showing mutual respect, this group is open to a wide range of marketing
options. They are technologically astute and will go on-line for product information before they will look in
a printed directory. To them the American Dream is a house, a spouse, some kids and a couple of cars. To
reach this generation, advertise where they look for answers — on–line. Develop a colorful and useful
presence with a web site that they can find easily. Send a clear message that you have solutions. Do it
with color, with graphics, sound, audio and with a guarantee. Help them solve real problems quickly and
completely. Show them how your products and services free time and save money.
Other groups with
tremendous buying power are women and Hispanics. Women have really come into their own since the
end of WWII. This group has a growing self-identity and independence. They're shattering glass ceilings
and seeking ways to balance career and family. As customers, women do their homework and can usually
decide quickly whether to buy or pass on an offer. They are price sensitive and are usually good savers.
Time, work effectiveness, self-improvement and fitness are important to women. These factors are prime
candidates for focused marketing.
With over 22 million people,
the Hispanic market continues to grow rapidly. This group is family oriented with multiple generations often
sharing the same home. They typically exhibit strong religious beliefs and traditional family values. To them,
birthdays, weddings, graduations and births are special events with great importance. They respond to
family messages and to advertising that speaks to their lifestyle.
Selling to Asians is different.
To them, relationships and relationship- building are the important issues in business. They are more likely
to refer friends and associates to you than other cultural groups. To sell to Asians, conduct relationship
marketing and expect long contact-to-sale cycles.
African-Americans are the
most selective of all your prospective customers. As a group, they value reputation when selecting a
business for their products and services. They also value extended families and revere their grandparents.
To sell to this group, focus on building a strong reputation for honesty, integrity and good service.
You will find exceptions,
but according to demographers and social and business psychologists, the previous descriptions generally
apply.
One final note: Keep people
in the proper generation. As a Boomer ages past 50, this person does not become a member of the Mature
generation, adopting the values of this group. They keep their same values throughout their lives. Thus
Busters today will be Busters in the year 2010. The best way to apply generational marketing is to
categorize prospective customers according to the year in which they were born and the range of years
assigned to their generation. Thus Baby Boomers, born between 1946 and 1964 will always be members
of this generation, regardless of their age. They will always possess values based on the eras through
which they lived. Their attitudes may skew slightly, but their collective experiences will always make them
behave and react as I've described.
The key is that each
generation responds to its own type of advertising. To market to each segment, use laserlike focus, and
target your messages to a specific group of prospects. Vary the design, distribution, and promotion of
your products and services according to generation. Then focus on the prospects whom you wish to
convert into long term customers. Reach out and touch each prospect with a message uniquely designed
for them. Target marketing works.
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©Copyright 2001, Brenner Information Group, All rights reserved.
revised on July 10, 2001
