are you missing 70% of your market?
DESCRIPTION
Baby Boomers account for the majority of wealth and disposable income in the US; yet most marketers overlook them in favor of the "typical" target of 18-49 Adults.TRANSCRIPT
Are you missing 70% of your market?
What your Social, Online, or Traditional Advertising & Marketing strategy
might have left out …
Successful marketing reaches your audience
with the right message.
Most advertisers target their marketing and message
to Adults 18-49
Who are you targeting?
Who are you targeting?
Are you sure that’s your best customer?
There is a famous line from the movie
All The President’s Men …
There is a famous line from the movie
All The President’s Men …
“Follow the money.”
Baby Boomers spend close to 50 percent of all CPG* dollars.
Source: Neilsen/BoomAgers 2012 Report
*Consumer Packaged Goods.
Baby Boomers spend close to 50 percent of all CPG* dollars.
Yet less than 5 percent of advertising is directed to them.
Source: Neilsen/BoomAgers 2012 Report
*Consumer Packaged Goods.
That would be called leaving the
“low hanging fruit.”
That would be called leaving the
“low hanging fruit.”
That could also be called missing a big opportunity.
Baby Boomers make up 44% of the population, but have 70% of the disposable income.
Source: Forrester Research, November 2011
Baby Boomers make up 44% of the population, but have 70% of the disposable income.
Who are you targeting?
Source: Forrester Research, November 2011
Source: Neilsen/BoomAgers 2012 Report
Older Boomers (age 56-66), spend more online
than any other generation.
Source: Neilsen/BoomAgers 2012 Report
Older Boomers (age 56-66), spend more online
than any other generation.
Younger Boomers (age 46-55), were the next biggest online spenders.
The only age group with LESS disposable income
than Adults 25-34, are Adults 65+.
Source: GIS Consortium, 2012
Source: GIS Consortium, 2012
Average disposable income for 35-64 Adults
is double Adults 35 and under
Source: GIS Consortium, 2012
Average disposable income for 35-64 Adults
is double Adults 35 and under
Are you sure your product or service is just for 18-34 Adults?
Millennials are characterized as being close with their parents.
Millennials are characterized as being close with their parents.
So even if your product or service is for <35 Adults it’s likely the customer will seek parent input
(for all but the smallest purchases).
Are you designing your message to reach tech savvy 18-34 Adults?
Internet users over the age of 50 are driving the growth of social networking.
Source: Neilsen/BoomAgers 2012 Report
Internet users over the age of 50 are driving the growth of social networking.
Source: Neilsen/BoomAgers 2012 Report
53% of Boomers are on Facebook. Their usage of the social net has doubled in the last year.
That means there’s a large group of Boomer Facebook newbies.
Isn’t my message reaching everyone,
even Boomers?
Isn’t my message reaching everyone,
even Boomers?
Is it?
Not-so-random fact: 41% of Apple computer
customers are Boomers.
Source: Neilsen/BoomAgers 2012 Report
Not-so-random fact: 41% of Apple computer
customers are Boomers.
Boomers want clean, easy, and a low learning curve. Is your message delivered clean and easy?
Source: Neilsen/BoomAgers 2012 Report
Another not-so-random fact: After age 50, almost 100% of adults
need vision correction
Source: National Library of Medicine/ ABC News
Another not-so-random fact: After age 50, almost 100% of adults
need vision correction
Boomers’ vision is not the same – even after correction –
as adults under 40.
Source: National Library of Medicine/ ABC News
The verdict after 100,000 web site usability tests?
Source: Moz.com/5 Lessons from 100,000 Usability Tests/2013
The verdict after 100,000 web site usability tests?
Source: Moz.com/5 Lessons from 100,000 Usability Tests/2013
• Avoid multi-level navigation It may look cool – but it’s hard for any user to use – not just Boomers.
The verdict after 100,000 web site usability tests?
Source: Moz.com/5 Lessons from 100,000 Usability Tests/2013
• Avoid multi-level navigation It may look cool – but it’s hard for any user to use – not just Boomers.
• Links should look like links The text should be colored different from surrounding text AND underlined.
The verdict after 100,000 web site usability tests?
Source: Moz.com/5 Lessons from 100,000 Usability Tests/2013
• Avoid multi-level navigation It may look cool – but it’s hard for any user to use – not just Boomers.
• Links should look like links The text should be colored different from surrounding text AND underlined.
• Make stuff easy to find Whether it’s via your internal search function – or through logical categorization –
link the same information under two categories if you have to.
Is there an easy way to know if my message
is “Boomer-friendly?”
Do you know what a “Charlie” computer is?
Is there an easy way to know if my message
is “Boomer-friendly?”
Do you know what a “Charlie” computer is?
A “Charlie” computer is an older computer, running an older operating system,
connected to the Internet with DSL speed … Large online sites use it
to check for load times and compatibility.
Is there an easy way to know if my message
is “Boomer-friendly?”
Find a couple human equivalents of the “Charlie” computer:
adults in their late 50’s to mid 60’s.
Find a couple human equivalents of the “Charlie” computer:
adults in their late 50’s to mid 60’s.
Relatives are a great source for this. Seriously.
Find a couple human equivalents of the “Charlie” computer:
adults in their late 50’s to mid 60’s.
Relatives are a great source for this. Seriously.
Watch them complete a few tasks, such as linking on your ad to buy your product,
and listen to what questions they have.
I can personally attest to the time my own Mother
previewed my new website, asked a question I thought was irrelevant,
and it came back to haunt me.
I can personally attest to the time my own Mother
previewed my new website, asked a question I thought was irrelevant,
and it came back to haunt me.
Yes, Mothers are usually right.
By 2017 over � the US population
will be over 50.
Source: Neilsen/BoomAgers 2012 Report
By 2017 over � the US population
will be over 50.
Source: Neilsen/BoomAgers 2012 Report
Between now and 2030, the 18-49 segment is expected to grow +12%,
while the 50+ segment will expand +34%.
Besides clean and easily visible – what else can I do to
improve sales to Boomers?
Besides clean and easily visible – what else can I do to
improve sales to Boomers?
Make it easy.
Easier said than done? Here are a few quick examples:
• Feature “Tips for New Visitors to our Site” Be sure it’s easy to find – and not buried inside FAQs.
Easier said than done? Here are a few quick examples:
• Feature “Tips for New Visitors to our Site” Be sure it’s easy to find – and not buried inside FAQs.
Easier said than done?
• Focus on your blog Hint: They’re easy to use, personal, and – hopefully – informative. …
It’s no wonder their growth and usage is exploding.
Here are a few quick examples:
• Feature “Tips for New Visitors to our Site” Be sure it’s easy to find – and not buried inside FAQs.
Easier said than done?
• Focus on your blog Hint: They’re easy to use, personal, and – hopefully – informative. …
It’s no wonder their growth and usage is exploding.
Here are a few quick examples:
• Use traditional advertising to supplement your online offer Boomers are still large consumers of traditional newspaper and TV advertising.
Find a good rep who can show you affordable ways to reach them.
• Feature “Tips for New Visitors to our Site” Be sure it’s easy to find – and not buried inside FAQs.
Easier said than done?
• Focus on your blog Hint: They’re easy to use, personal, and – hopefully – informative. …
It’s no wonder their growth and usage is exploding.
Here are a few quick examples:
• Use traditional advertising to supplement your online offer Boomers are still large consumers of traditional newspaper and TV advertising.
Find a good rep who can show you affordable ways to reach them.
• Offer a “need help?” contact Requests for help should be answered at least two – preferably four or more – times a day.
In summary … • Follow the money
Boomers can be price shoppers – but they shop online and offline more than any other age group.
• Make sure your social media addresses newbies Social media growth is coming from Boomer social net adoption.
• Use traditional advertising to supplement your online efforts Boomers are still large consumers of traditional newspaper and TV advertising.
Find a good rep who can show you affordable ways to reach them.
• Test your marketing on a Boomer Watch and listen to learn, then apply changes if needed.
This is also the chance to show your Aunt or a friend’s Parent what you do.
• Keep it simple Isn’t this true with all marketing?
This presentation is meant to be only a starting point
Here are a few resources to learn more:
• Neilsen: Marketing’s Most Valuable Generation http://www.nielsen.com/us/en/reports/2012/introducing-boomers--marketing-s-most-valuable-generation.html
• Huffington Post: Boomer Marketing Report Card http://www.huffingtonpost.com/2012/05/17/boomer-marketing_n_1516551.html
• Bloomberg: Aging Boomers Befuddle Marketers
http://www.bloomberg.com/news/2013-09-17/aging-boomers-befuddle-marketers-eying-15-trillion-prize.html (Be sure to check out the Infographic)
I’d like to hear about your experiences
marketing to Boomers!
Sandy Glantz Advertising & Marketing Professional, Consulting/Freelance: Media, Web, Mobile, Social
Marketing Strategist
www.linkedin.com/in/sandyglantz/
I’d like to hear about your experiences
marketing to Boomers!
Connect with me on LinkedIn: