The problem and the same time, the opportunity of marketing to Boomers is to avoid addressing it head on…you need an angle…positioning a product straight-away as a Boomer product (or a Boomer site) is going to run up against the fact that as a whole, they are too large, too varied a demographic.
There are already tons of gateway pages for or about Boomers, full of rehashed articles on the predictable subjects of health, finance and nostalgia. Important areas for sure, but unless you have a particularly unique approach, you’ll be up against the wall.
For example, more than 75% will continue to work past 65 and according to Deloitte, 1/3 of them prefer to shop on-line.
Think in terms of convenience, experience has shown Boomers will not only pay for it but have come to understand convenience as necessity. By identifying convenience as one factor combined with a preference for web usage you further hone your target by understanding the power of the web as a micro-market and thus focus on a service or product that is a convenient time-saver the city in which you live.
Case in point:
My wife and I, both Boomers, are looking to down-size from our present house (a major trend among Boomers) yet there is not a single real estate agent or company that we can find that has positioned a portion of their marketing to our particular set of needs.
We both work and would consider paying, apart from the normal commissions, for the convenience of a site where our needs were directly addressed.
This is just one example but the thinking is applicable to practically any goods or services.
Boomer Out.
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