Baby Boomers are a diverse group. And a very big one.
They are also a very underserved market. While Boomers comprise over 50% of the population, they only garner 5-10% of attention from marketers.
This is a huge opportunity for you. Boomers are a demographic with money to burn and they want what you’re selling. You just have to reach them.
Who Are Baby Boomers?
Born between 1946 and 1964, the Baby Boom generation is 77 million strong. They represent 50% of the countries population and control 70% of disposable income.
Wow.
If those stats don’t make you say, “How can we effectively market to this group?”, let me reach out and take your temperature. ;)
Here are a few tips to get you started.
Boomers Are Online
Don’t think boomers aren’t tech savvy. They are. Remember, it was baby boomers who invented the tech we enjoy now!
They also enjoy social media, overwhelmingly on Facebook. Over 80% of boomers are on the social media giant. And, they typically spend 25+ hours a week online. Just think what you could do with that little nugget of information.
This seems pretty elementary, but if you don’t have a presence on Facebook, you need one - NOW.
And what should you post on said Facebook page? Videos. Boomers like videos. According to a Google study, 3 out of every 4 video viewers take some kind of action after watching.
Also, make sure to add a link to your website. Boomers are 19% more likely to both follow links and share them than other demographic groups.
Make Sure Your Marketing is Mobile Responsive
70% of Baby Boomers have smartphones and 50+% have tablets. They browse and buy on these devices. ‘Nuff said.
Traditional, not Trendy
Boomers are not fans of acronyms or trendy phrases. They don’t necessarily know what YOLO or IMHO means and they probably don’t care to find out. Don’t use these.
Also, while Boomers are in far better shape physically, emotionally, spiritually (and probably financially) than previous generations, their eyesight isn’t quite keeping up. Make sure you use fonts, point sizes and colors that are easy to read.
Values
Speaking of traditional, let’s talk about Boomer values. They’re, well, traditional.
Boomers value relationships, loyalty and authenticity.
They didn’t grow up with technology running their lives, so they learned how to build strong relationships with others.
Loyalty is important. It’s a value that was inbred. Most Boomers grew up with fathers who worked for the same company their whole careers. Some Boomers have, too.
They are also loyal to brands. They believe that if something works for you, you stick with it. If you like Hellmann’s mayo, you don’t have to try Kraft to see if you like it better.
If you treat a Boomer right, they will be loyal to your brand.
Be who you say you are and do what you say you’re going to do. Boomers want to trust you, but if you deceive them once, you’re done. Be honest and be real.
Boomers Have Money
Remember that 70% of disposable income?
They don’t mind spending it if they see value in what they’re getting.
In vacation rentals, boomers look for comfort and quality.
This means well-made, matching furniture. Beds that are comfortable. Minimum 400-thread count sheets. Fluffy towels.
If you’re going to charge top dollar for a rental, offer top shelf amenities.
Here’s another tip:
Promote one-level and elevator homes. Boomers are active and in better health overall, but that doesn’t mean their knees don’t creak.
Experiences Are Important
Boomers are after their bucket-lists. Is your area iconic for a specific attraction? Package it and offer it as an experience.
Or bundle together services and offer them as luxury packages. Think gourmet chef, in-home yoga lessons, in-home massages or facials, photo shoots. Even simple things like grocery delivery can really enhance the overall experience.
Boomers, as a demographic, are fascinating. They’re such a diverse group. At one extreme, they are the Woodstock generation, all above love and peace. At the other extreme, the are the “me” generation, which Madonna exemplified in her hit tune “Material Girl.”
They have made incredible technological strides. Bill Gates and Steve Jobs are Baby Boomers. The World Wide Web was conceived by Baby Boomers. The artificial heart. The cell phone. And countless more.
This generation may be getting older, but they’re still hitting their stride. Don’t count them out yet.