Boomer Marketing Rules: Treat Everyone ...

Boomer Marketing Rules: Treat Everyone Differently: Don’t incorrectly assume there’s one “Boomer” market. There are numerous segments within this cohort of 78 million. Put Some Feeling Into It: The older Boomers get, the more their decisions are driven by “gut feeling” than logic and reason.

Be Positive: Use positive imagery and emotionally-meaningful messages. More is Better: Give them plenty of info to make an informed decision, and serve it up in easy-to-digest chunks. Tell a Story: Capture their attention with a story that will help them think about how their own situation relates to it. Aim Inwardly Boomers over 50 have entered a stage of life where it isn’t about “becoming” but about “being.” Downplay social benefits and focus on internal benefits. Remember, It Is All About Me: Ads need to speak to them as individuals, not as an audience of many, even if the product or service is designed for the masses. Plays in the Gray: Boomers are skeptical about absolutes, especially when in an ad. Claims of superiority are also questioned. Focus on the functional attributes and benefits without relying on comparative claims. Use Life Stage, Not Age: Older Boomers feel at least 12 years younger than they are. Age-based messages are not relevant. Life stage messages (grandparent, parent of college-student, caregiver for aging parent, etc.) resonate strongly. Let them put themselves in the picture based on their own life stage, not their age. Learn, Baby, Learn: Demonstrate to Boomers you understand they’re different from “seniors” and that you know they aren’t 30. Learn where they are in their lives and where and how your product or service fits. (Boomer Marketing Council 6/13/06)