Marketing To Baby Boomers – How Do You Know What Products To Choose?

Have you been marketing to the baby boomer generation? This demographic is a huge one, encompassing anyone born between 1946 and 1964. Those are a lot of ages to target. This market is a much sought after market for many reasons, some of which you may know. If you′ve had some success marketing to the Baby Boomers, you could probably have more if you narrowed your target audience within this demographic.

The population in America is currently aging. We know this to be a fact by data supplied from the U. S. Census bureau. When we lump this huge, aging population together into one group called Boomers, we are using a marketing strategy that is spread way too thin across almost two decades.

Consider that in the year 2010, people born during the baby boom were anywhere from 46 to 64 years old. That difference in age is a difference in life experience – that can be considered an entire generation, and often is.

Do you market to a 46 year old or a 64 year old? I can tell you that the thought process, the wants, and the needs of a person in their 40′s is vastly different from someone in their 60′s. If you simply search the term “baby boomer” and market to whoever pops up, you haven′t narrowed your market to a specific audience.

If I search a website that says they have products for “baby boomers,” and I find out that their products are luxury cruises for retired people with time on their hands and money to spend, I will be upset, or maybe even insulted, if I am 46 years old. I may have kids at home yet, am working two jobs just to save money for the kids’ college, and am as far away from time or money for a luxury cruise than you can get!

If I click on a website that uses the general term “boomer” in their marketing vernacular, and the products they sell are anti-aging creams and serums, which age group are they targeting? In my 40′s I may have bought up every anti-aging cream on the market, but folks in their 60′s may be not as interested in anti-aging lotions and more interested in moisture and sun protection.

Who exactly is your audience? Perhaps the term Baby Boomer is not appropriate for what you are selling. When it comes to the whole warm and fuzzy “remember when″ things, the term is fine. But, if your product is specifically formulated to do something for a certain age group, then target THAT age group, and not the generic Baby Boomer.

Do you really want to market that college savings fund to someone who’s kids have fled the nest decades ago? Use the Baby Boomer term when you wax nostalgic but NOT when you′re marketing your products. Figure out who your target audience is exactly for your product and market directly to them and not a demographic picture of them.

Really, if you have a product to help people sort through Medicare Supplement insurance, do you want that product to be targeted at a generic “Baby Boomer” group or a 64 and older group? If you blast a new product out to an age group that doesn′t appreciate it, you may lose that group, permanently. Consider AARP for a moment… you get that letter very close to your 50th birthday, don′t you. Not when you′re 40 and not when you′re 60; when you′re 50.

It’s often said that when you′re writing something for many people to read, “write for one person.” I must add, “sell to one person.” Know the one person you are marketing to, and not just some arbitrary demographic. Your product, and you, will be rewarded with the trust and esteem of your audience – and, hopefully, customers.

Now, it’s time for action. Drop your Baby Boomer references from your marketing, replacing them with your real target audience. Don′t lump together the 40 year olds, 50 year olds, and 60 year olds in the same group. If you don′t have the one magic product that appeals to all age groups, then don′t market to all age groups. Treat us Boomers like the individuals we are – you might just find some loyal friends and customers here if you do!

When marketing your product, be sure you know which baby boomers age group you should be targeting. Find out how to talk to us Boomers and much more with a visit to RemarkableWrinklies.com.