Today’s Baby Boomers are a salesperson’s dream come true. But if he wants a piece of the $3 trillion this market has in disposable income, clever ads and catchy jingles will only get him so far. To truly appeal to this market of over 78 million people, you need to go beyond traditional marketing and consider the real needs of Boomers. In fact, when you address the needs of Boomers as your primary marketing goal, you’ll not only sell more products and services, but you’ll also build a loyal customer base that will help your business grow.
So what are the real needs of Boomers? Since many Boomers are in a time of transition (doting parent to empty nester, full-time employee to retiree, etc.), their lives often involve the transition to a new stage or life cycle. For this group, retirement is now an issue. Health changes are taking place. They are taking care of elderly parents. They need money to finance a new lifestyle or pay for a child’s college education. Being grandparents suddenly becomes a focus. No matter what the situation, many are shifting from an “achievement” mindset to “quality of life” values and concerns.
Some companies are beginning to realize how lucrative the boomer market can be. For example, Ameriprise Financial advertises a Dream Book guide for people to create their own future. Dove Soap has a “real beauty campaign” in which they feature older models with realistic, everyday body shapes. These campaigns address two of the many needs Boomers have: the transition to the “new” retirement and the need to connect and identify with like-minded people.
Regardless of what industry you’re in, whether it’s construction, healthcare, insurance, banking, media, or any other business or occupation, the best way to market to Boomers is to focus on meeting their needs. To help you do that, below are the five C’s of real Boomer needs.
1.Community
Belonging to a definable group is very important to Boomers, because they often lose an identity in other areas of their lives. For example, now that the kids are grown and out of the house, they are no longer the “soccer mom.” With retirement just around the corner, they are no longer the “high performance executives.” So they want a place where they can connect with other people who share their values and beliefs. And while the value of community is important in everyone’s life, if you’re marketing to Boomers, you need to use words and concepts that create a sense of belonging to a group of like-minded people. Consider things like the RV club, adventure travel group, and retailer’s “preferred buyer” or “passport saver” club. The more you appeal to the idea of joining a group of active people who share similar interests, the more Boomers will realize what you have to offer.
2. Connections
As a marketer, you need to know your audience and get your words out there. The same concept applies when marketing to Boomers. Use words and phrases that resonate with them and their needs. Some words/phrases to consider include:
Exercise
Active
Balancing life and work
To camp
elections
Club
Access
Contribute
Create a life of your choosing
Experienced
Face the future with confidence
Grace
Increase
independence
Have Purpose, Meaning, Direction
Health
Love
Ripe
New
Not like your parents’ generation.
not too late
continuous learning
Options
Passion, joy and vivacity
reinvent
Start now
stay involved
Time for you
wellness
wise
For example, if you sell long-term care insurance and your marketing message says, “With this policy, you can go to a nursing home and you won’t have to pay for it,” you won’t appeal to Boomers. market. Rather, you should position your product’s marketing message as: “With this policy, you can create the life you want because you’ll have choices when it comes to your long-term care needs.”
3. Continuity
The Boomer generation is used to growing and learning. They were influenced by radio shows, Oprah, personal growth topics, and self-development seminars. As such, they have a strong desire to change and evolve, not to get stuck in a box or labeled too old to do anything. So make sure your marketing messages show how Boomers can learn, grow, or improve. For example, if you are in the housing industry, you might advertise a new housing community by saying, “Grow with new friends” or “Learn to live the lifestyle of your dreams.” Then highlight community services (such as adult education programs or neighborhood clubs) that will help them feel active and involved, and that will allow them to improve or enhance their well-being.
4. Submission
Boomers need to feel a sense of contribution to a greater cause, a feeling that their life is important to someone or a group. When we are in our 20s and 30s, jobs and parenting roles often fill that need for contribution. But remember, Boomers are in transition and may be losing some of those roles. Show Boomers how your product or service can help them make a difference. For example, a car company may promote that “when you buy this car you are contributing to the solution to global warming.” Think about the big picture and how your business, product or service fits together and allows customers to feel like they are making a difference.
5. Creativity
Boomers grew up with the 1960s mentality of “Don’t tell me what to do, let me choose.” Boomers today respond well to choices, menus, options, samples, etc. They want to create their own packages to suit their needs. They are full of new ideas and new ways of looking at old problems, and they won’t settle for being pushed into predefined categories or options. So for them to choose your product or service, make sure they have plenty of options to define or personalize their purchase. If you sell vacation packages, let them choose the destinations they will visit on the tour. If you sell financial planning, provide them with a menu of services they can sign up for. If you offer tech products, let them personalize the item every step of the way. When you give Boomers options and the opportunity to leave their creative mark on your offering, they will eagerly convert into loyal customers.
It’s time for a change
In the 1960s, the Boomers changed the way people viewed life. In the eighties, they changed the way of seeing work. Today, they are changing the way companies will view marketing. No matter what product or service you offer, when you focus on the five Cs of Boomers’ real needs, you can reap the rewards of selling to this demographic. Remember, Boomers, like all people, respond best when marketing messages are specifically tailored to them. “Talk” to this $3 trillion market and watch your company’s profits soar.
