One of the first things you need to realize when you are setting up your advertising campaign is who you are marketing to. Knowing your audience is the primary key to a successful marketing plan because what might work for one generation won’t work for another, especially if you are looking to market to an older audience. If your general audience is in the baby boomer age group, here are three key things to think about when it comes to your advertising:
What works for the younger generation won’t work with the baby boomers. Most of the common trends are geared towards millennials and social so don’t gear top trends towards those who can’t relate. Direct mail, and easy to read and see text, and videos are still very much effective with the older audiences.
Remember a Personal Touch
Time is of the essence for your target audience. As the older batch of them are retired, they will have more time than the busy younger generations, allowing you more time to sell to them. Time isn’t the only thing you’ll want to keep in mind — connection is a must. Baby boomers are known to really weigh their decisions, and because of this, you’ll have to work harder to sell your product. They are not one for quick decisions, so make them feel comfortable, make it relatable, and make it readable.
General marketing has gotten shorter and to the point, especially when it comes to social media — but that isn’t necessarily true for all age groups. Reading is their pastime and when it comes to shorthand, skip it. Acronyms and short trendy text will go right over their heads. You’ll want to try and be as direct as possible while still keeping that personal touch in mind. Reviews, customer stories, and behind the scenes copy is something that can easily be relatable to all generations and can grab their attention more.
We are here to help you with all of your marketing needs — whether it’s TV, radio, PR or digital, the experts at Bloom Ads craft media plans that drive ROI for your business. Visit our website to learn more about our advertising services or give us a call directly at 818-703-0218.
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