GROWING UP

CREATE MORE EFFECTIVE CAMPAIGNS WITH GENERATIONAL MARKETING

BY HANNAH MASSEN

BOOMERS

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Picture a typical family: Ruth and Dave are the Gen X parents, they have a Millennial son named Jake, and two teenage Gen Z children. Oh, and don’t forget about grandma and grandpa Baby Boomer. Now picture this family at the mall. Jake and his younger siblings are looking for an engaging brand experience, while grandma and grandpa are on the hunt for a bargain. And Ruth and Dave? They’re chatting with the luxury item sales rep at the department store.

The dozens – if not hundreds – of studies that have been done on consumer habits and preferences across generations usually boil down to one takeaway: we are not all alike. Each generation has its own expectations, lifestyles and values that influence its members’ responses to your marketing tactics. Jake would probably toss the brochure you handed to grandma and grandpa, while the easiest way to reach Ruth and Dave would be through email marketing.

By segmenting the target market based on the age group (aka generational marketing), businesses can make a better and more direct approach to connecting with consumers. Use this generational “cheat sheet” to inform your next marketing campaign.

BABY BOOMERS (BORN 1946-1964)

■ Getting to know them

Baby Boomers may be the oldest generation, but they also have the most buying power. Having mostly grown up in America’s post-war “golden age” and spent years growing their careers, the 60+ crowd is the most inclined to go on a shopping spree. After all, they do have kids and grandkids to spoil.

That said, earning the trust of Baby Boomers requires some patience and skill. Baby Boomers are known for their loyalty, and today’s retirees tend to favor brands that prioritize convenience and reliability. They are less conscious when it comes to price as long as they get their money’s worth. Try adding value to your products and services through bundling, a rewards program, or outstanding customer service.

■ Suggested marketing strategies

Baby Boomers tend to favor more traditional marketing tactics and strategies (i.e. direct mail, coupons and face-to-face interactions). But don’t count them out of the digital age: most Boomers have embraced digital communication, and while they’re not quite as tech-savvy as their children, they have a high email marketing response rate and typically research products and services online before making a purchase.

GEN X

GEN X (BORN 1965-1980)

■ Getting to know them

Gen Xers have acquired a significant amount of wealth over the years, but they tend to prioritize practical expenses. Between being raised during an economic depression and having mortgages, college tuition statements and retirement funds to think about, Xers are the most discerning when it comes to quality and price. They also have one of the highest university attendance and graduation rates among all the generations, which is why solid data and testimonials make for effective “evidence” that your brand promises hold true. If they’re going to invest, they’re going to invest in the best.

Gen Xers have been around the block a few times when it comes to making purchases, so they’re likely to see right through any toogood-to-be-true deals or unrealistic promises. They’re not too keen on hardcore sales tactics. Just be honest with your intentions and straightforward with your facts. ■ Suggested marketing strategies

Gen Xers may not be digital natives, but they are certainly active members of the digital age. Most Xers are in the prime of their careers, which means they’re refreshing their inbox most of the day (can anyone else relate?).

Email marketing is the number one way to reach this generation, but the way to earn their loyalty is through excellent customer support. Gen X uses social media less frequently than their children, but when they do, they go straight to Facebook and Pinterest. Aside from looking at lifestyle content and “liking” their friends’ anniversary photos, they also use social media to look for deals from their favorite brands. According to a survey from Yes Lifecycle Marketing, 85 percent of Gen X respondents said that a sale or deal influenced their last purchase.

MILLENNIALS (BORN 1981-1995)

■ Getting to know them

Millennials (or Gen Y) were the first to grow up in the age of the internet. Knowing that they’re partial to all things digital may make marketing to Millennials sound like a cakewalk – but only if you know how to appeal to them.

Since the proliferation of fake news, clickbait and online scams have dominated their early adulthood, Millennials prefer word-of-mouth marketing. They want to hear directly from brands and real consumers, which is where social media comes in. Businesses can build direct relationships with Millennials on almost any of the latest platforms from Instagram to TikTok to Snapchat. But Millennials don’t just want to hear from brands on social media, they’re also looking for something to post about. A week-long wellness retreat with llamas? Check. Sustainable athleisure? Check. An Ube-flavored iced latte? That’s a must. This generation may be slightly “extra,” but that’s only because they’re in the fearless pursuit of new experiences. ■ Suggested marketing strategies

Timing is essential with Millennials. They’re always online, so keeping your website and social media profiles up-to-date is critical. They’re also likely to reach out to you through online reviews or comments, which is why you need to be on top of monitoring your mentions. Remember how we said that Millennials seek out new experiences? Bonus points if you can deliver a brand experience that’s customized to their buying history, needs or habits.

MILLENNIALS

GEN Z (BORN 1996-2015)

■ Getting to know them

The most important thing to know about Gen Zs is that no, they are not Millennials. Nicknamed “iGen,” Gen Z is the most tech-savvy generation yet – meaning its members can research just about anything in a matter of clicks and swipes. According to Forbes, Gen Z is a benefit- and results-driven group. They may be young, but having grown up in the shadow of the 2008 economic crash (followed by that of the COVID-19 pandemic), they are hyper-aware of where their money goes.

The majority of the generation is progressive and willing to stand for causes they care about. In fact, A 2020 study published in Market Dive says that Gen Zs are attracted to authenticity, as 82 percent of Gen Z respondents said they would trust a brand more if it used real people in its advertisements, and 72 percent said they are more likely to support brands that stand up for social causes. Because these digital natives are constantly sifting through content, Gen Zs are adept at filtering out marketing messages that don’t appeal to them directly. They value individuality, which is why you shouldn’t lump them in with everybody else on your email list.

■ Suggested marketing strategies

Social media is one of the most effective ways for brands to connect and communicate with consumers – especially Gen Zs. Because young people spend so much time online, honing your content marketing strategy should be a priority for you and your team. Gen Z-friendly content includes short-form, interactive and time-sensitive content. Use audience segmentation to deliver customized content to Gen Z inboxes and social feeds based on their personal needs and preferences. And like most young people, Gen Zs just want to be heard. So, listen. Send out customer feedback forms on a regular basis, or interview people to find out how they feel about your brand. Just be sure you’re not collecting a bunch of numbers to slap on a spreadsheet and forget about, but actually intend to make some changes if need be. ■

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You might need a business makeover if ...

BY GEOFF FIXWIRTHY

This is not a “you know you’re a redneck when” joke, but it is not dissimilar. There are strong signs that your business needs a makeover, but you may not see those signs or might not have the time or wherewithal to do something about it. We can help by outlining some of the symptoms and offering a chance to win a professional makeover.

Signs you might need a brand makeover

You’re stuck in the ‘90s: If you use the same logo and marketing materials as when you started your business, you might need a makeover. Your logo and marketing materials may have looked innovative when you started but may be outdated now, like orange shag carpeting in the basement.

Your business has changed: If you have added services or products or changed how you do business over time, you might need a makeover. An example is Joe’s Heating and Air, which just added plumbing services. Changing the name to Joe’s Heating, Air and Plumbing may not be enough to signal a change to consumers who see the same logo and trucks with the word ‘plumbing’ added.

You’re inconsistent: If your trucks look different than your business cards that look different from your website that looks different from your brochures, you might need a makeover. No one intends to be inconsistent, but inconsistencies occur as things are added.

If you use the same logo and marketing materials as when you started your business, you might need a makeover.

Your customers have changed: Your customers may be changing, or you may want a different clientele. If you are using the same marketing you used to get a $100 sale but want a $500 sale, you might need a makeover.

You’re planning to grow: If you want to expand products, services or partner with another company, you might need a makeover. This is the perfect time to step back and assess whether your marketing tells the story you now want to tell. ■

P R E S E N T S T H E

You could win a $10,000 brand makeover.

Your brand is the face of your business and the fi rst impression your company makes. If yours needs a refresh or a redo, this contest is for you. It’s easy to enter, and all entries will receive a bonus gift from AlphaGraphics and LOCAL Biz. The winner will receive a complete marketing re-brand graphics and elements printed by AlphaGraphics including: Logo redesign or refresh • Business Cards / Brochures / Menus / Print

Window and Wall Graphics • Exterior graphics (where permitted) Advertising and Promotion in LOCAL Biz Magazine Social Media Promotion • Direct Mail Postcards Signifi cant public relations and promotional support

It’s easy to enter or nominate a business:

1. Visit LocalBizSC.com/Makeover 2. Answer three questions 3. Upload 3-5 photos

ENTER AT LOCALBizsc.com/Makeover

The contest will be judged by a panel of local business experts. There is no cost to enter or nominate a deserving business.