This week I'm studying the spending habits of Baby Boomers (Boomer Consumers) and how to market to women. These are two very hot segments right now…large, wealthy and influencial.
The right connection with these groups could mean a sweetspot in your marketing efforts and email language. Some trends are surprisingly common between them. Here are few to get your wheels turning:
- Internal values: Boomer Consumers begin to care less about what others think as they approach retirement. Their purchases satisfy internal values — self-fulfillment, self-respect, accomplishment. This is a change from the more intense social influences of their 20's and 30's. Women also respond to messages that speak to her self-improvement. Women value aligning life with higher possiblities; i.e. the potential for a positive inner change.
- Information Bottleneck: Three out of ten Boomer Consumers prefer companies to give more information. But only four out of ten believe advertisers do a good job delivering it. Women also like to weigh information — lots of it! — very carefully before making a purchasing decision. Women are not the quick shoppers that men are. (Is that a surprise to anyone?) State of facts clearly, along with reasons why they make a difference to your customer. It could be the linchpin of a purchasing decision.
- Believability: 90% of Boomer Consumers say they want advertising to be more believable. However only 20% think advertisers are serving customers in a believable way. Women also are suspicious if they think they are being "sold to." Their "bullcrap radar" is naturally kept at a fairly high setting — especially in a selling situation. Send consistent messages, not outrageous offers; to soothe this sensitivity.
Online marketing is perfect for building trust because your customers can watch how others perceive your value before engaging with you themselves…
Accountability is in high demand on the internet these days. Email marketing creates a culture of authenticity that breaks through a lot of these issues — if you do it right. I'd be delighted to talk with you about it! Click here to contact me.