The Millennial generation may be getting the lion's share of attention from marketing circles, but the Boomers shouldn't be ignored. According to AARP, Americans over 50 account for half of all consumer spending but are targeted by just 10% of marketing. And Forrester Research in 2009 said that Boomers outspend young adults by 2:1 online. Boomers have a lot of wealth and they aren't afraid to spend it. But how do you reach Boomers in an age of social media outreach? Most Boomers don't use social media.
Reaching the Group
The key trust indicator for a Boomer is referrals. The Boomer generation has had many years to refine their tastes and get exposed to advertisements. Slick campaigns will not attract their attention, nor will broad-based advertising. They want to hear from people in their generation that they can trust the company that is selling a product.
If you only take one thing from this article, encourage your Boomer customers to tell their friends about their experience. Even if they don't talk on social media they still love to talk to each other using traditional methods like the telephone. If you are using video advertising, don't be afraid to hire a Boomer actor to promote the product.
Boomers also prefer experiences over products. If you are selling a product, show how your product provides a benefit to the user's life. Feature lists won't impress this generation, nor will swank ads that try to make a product look cool. Demonstrate how someone experiences and enjoys the product.
Marketing Tactics
Your posting schedule on social media is going to be different than your traditional one. The Boomers were raised on newspapers and television, and those habits die hard. The best time to post a deal is on Thursday. If you're holding an event, post it on Friday. Monday is the day for news. However, social media may not be the best way to crack open the door to this lucrative market.
Unlike Millennials, this trusting of text-based advertisements extends into newsletters and emails. 49% of consumers aged 66 and older rely on emails to make a purchase, according to Forrester. This also applies to paid advertisements on search engines, which is where most Boomers go to find more information about a product. Your average Boomer isn't going to be running Adblock Plus. In fact, they trust professional advertisements far more than Millennials.
Boomers also value honesty and sincerity. Do not try to hard sell a Boomer. They've been at it longer than you have. Also make it easy for them to reach out to you, even by telephone. Many online booking sites still have a way for telephone users to reach them just because this generation is so used to doing everything by phone. It may seem archaic these days, but if you want this generation you need to speak their language.
Another faux pas with Boomers is to sell to them as if they were old. The Boomer generation does not want to feel old, sick, decrepit, or any other terms that shows a lack of vitality and youth. That being said, they love to see pictures of themselves. Someone who looks distinguished or has "aged well" makes a great candidate for a spokesperson or an advertising model to Boomers.
Clothing brands are the best examples for excellent online Boomer marketing. Brands like Ralph Lauren, Eileen Fisher, Barbour all feature targeted advertisements to Boomers. The models in the photos are attractive, slightly youthful for their age, and are shown having great experiences. Just take a look at the photos from this article on Marks & Spensers' advertising campaign from last year.
Finally, don't forget about traditional advertising media like direct mail and fliers. Boomers will go to a website listed on these items for more information or to place an order. These traditional forms of media can be looked at like a physical Facebook post.
If you're trying to reach the Boomers, speak their language. While many are adapting to the online world, and even to social media, there are many who will only use the internet to make a transaction if they feel the company is secure and trustworthy. Use techniques like asking for referrals and speak the old advertising language of newspapers and television. You'll have a much higher conversion rate with this rich population.