I see the generational differences creating perhaps the most confusion for the sales professionals. They are trying many channels, oftentimes without a strategy or follow-up plan. Frustration grows and marketing resources dwindle. An overall attitude change takes place as the marketing channel takes the blame for the failure when in fact it was a “spray and pray” attempt that was the breakdown.
This is when employees who have generational diversity, as well as allies in business, can help you. Mastermind and peer groups are also a great resource. Be careful of becoming almost addicted to every marketing seminar available. Over time these can end up confusing you with the differing approaches being presented. At the end of the day, someone standing at the front of the room proclaiming to be able to market your business, from the front of the room, doesn’t know YOUR business. Get “face-to-face” with someone who is willing to understand your business from past, present, and future perspectives.
Here is an overview of the marketing strategies each generation has been comfortable with over the years.
Traditionalists (born prior to 1946)
Traditionalists are old-fashion, down home type of people. They like things they can make contact with whenever it is feasible. They are need-based in their desires. If they need it and they can afford it, they will purchase it. They will look for bargains, but will not make that the decision maker. They will respond to ads that come across as being honest and sincere. They don’t want a lot of hype and bogus claims, nor are they into silly or dumb ads. They feel they have worked hard for their money and want to make sure that there is value in what it is they are buying. Ads that are stupid, sexual, or make no sense do not appeal to this age group.
They are not averse to print pieces but will not make a decision to buy from that alone, although it may pique their curiosity enough to look closer at the product or service.
Testimonies from people they admire and trust go a long way in helping them to take a further look at a product or service.
Boomers (1946-1964)
Boomer’s take on marketing and advertising is pretty much that they are just tired of it all. They were the first group that really got hammered with advertising. They also were the first group that bought it all up. They made decisions based on the ads we saw and heard. They learned the jingles, and even today there are Boomers that can sing the commercials of yester years. I think at this time the Boomers are saturated. They realize that what is said does not make it so. They are jaded and tired of all the stuff flying at them from all avenues. They have come to a realization that 27 ads for items promoting weight loss will not actually help them to lose weight, but are in fact simply designed to sell products. They are fed up with the hype, the corny ads, and the sex sells ads, and would love to find products and see ads that actually address a concern or provides a solution. They are wiser and warier when it comes to spending their money. They had lived above their means most of their lives while believing the ads, but now find themselves in a tougher situation. They too want value and to make their life better, but they are not going to jump on every bandwagon that is propagated because from experience they just know better. They want value, but they also want the best price available. They are not averse to shopping around and even demanding that products and services live up to their expectation. They are the largest consumers on the planet, and they want respect regarding their time and money. They are tired of any marketing strategy or ad that overpromises and under delivers; this will be met with disdain and anger. They see this as a personal affront to their intelligence. Your ads and marketing campaigns need to address products and services with the best price, best value and always have an added bonus.
Generation X’ers (1965-1976)
Gen X’ers are not so easy to reach face-to-face. Gen X’er women are the highest viewers of home improvement media. They are averse to telemarketing and door-to-door solicitations. Traditional network TV struggles to reach this demographic. They are watchers of cable and internet for their shopping and entertainment. They do not respond to traditional advertising as much as they do to an irreverent approach. My first thought on this would be one of my personal favorites, “Flo” from Progressive Insurance. Instead of selling the features and benefits of the business, insurance companies have created cheeky characters to attract this generation to their firm.
When advertising, appear as the consultant rather than a seller of services. Short sound bites filled with information is preferable to them. The slick sale is a huge turnoff to the Gen X’ers. Leave your pitch at home! They appreciate an honest, straight-forward and factual approach.
Remember, they don’t like a lot of rules or commitments. It can prove useful to use this in your advertising efforts. They make decisions together as a group; use this to your advantage. With today’s global workforce, that group may not be located in one building. Emphasize your willingness to communicate using technology.
Strangely, they do respond to direct mail according to my research. Again, use the rules of advertising I suggested earlier in the design of your marketing pieces. Ads need to be honest, family oriented, and unique to garner the attention of the Gen X’ers.
Generation Y’s (1977-1990)
Creativity is vital with the Gen Y’s. Companies must continually offer promotional themes to capture this audience. They respond to hype, not surprisingly when you combine the Buying Styles Answer Key information.
Ads are targeted to internet sites, phone apps, TV, video gaming, etc. A combination of online as well as offline advertising and marketing efforts works best. Word of mouth marketing is very important as peers influence their buying efforts. Social media dominates their lives. Focused efforts through Facebook pages, as one example, can draw the Gen Y’s to you.
Music, language, and images are quite important in marketing efforts. Complacency is not in their dictionary. Stores need to regularly change their window dressings and displays to attract the Gen Y’s. They get bored easily and will simply go elsewhere.
To approach the Gen Y’s, use mobile marketing and social media to motivate them. They prefer a bit of humor or quirkiness, but always with the element of honesty. YouTube is another channel to reach them. Humor is a way to show that you are not selling, nor taking yourself too seriously.
Contact them through their parents and grandparents as they are the Boomerang generation, and many Gen Y’s do live at home. Do remember if you are targeting the Gen Y’s parents, the avenues to reach them are different. They do watch TV, but prefer to DVR their shows and skip the commercials.
This generation is impatient. Information must be readily available to them. Social networking sites are important. Email is so yesterday to them; they prefer instant messaging, texting, and tweeting. Use of a landline phone is unlikely.
According to the Journal of Behavioral Studies in Business, your marketing effort should reach them digitally through:
- Websites
- Web Marketing
- Electronic business cards (e-cards)
- Banner advertisements
- Pop-ups
- Sponsorships
- Content partnering
- Screensavers
- Desktop toys
- Online chat
- Webcasting
- Interactive television (Smart TV)
- Short message service (SMS) texts
- Wireless internet
- CD-ROMS/DVDs
- Digital radio
Content is critical for this generation; moving content from platform to platform with no restrictions is a must. Green marketing is a powerful tool to get the attention of the Gen Y’s. Green marketing has seen a strong growth rate because of this new phenomenon.
Generation Z’s (born after 1990)
Marketers are increasingly targeting this segment. Gen Z’s are influenced by new media, virtual friends, and the power that comes with technology. They have never lived without the internet and technology in some form or fashion. It is not uncommon for them to use another form of media at the same time they are watching TV. With the use of Chatspeak, aka netspeak (example: u r gr8), their attention spans are shorter.
They have little tolerance for delays in customer service response times. This again has been driven by technology exposure and advances. If you wish to cater to this generation, your systems and people must be able to meet the needs of the Gen Z’s. They are conditioned for speed. Use of short videos, text marketing, and mobile ads that catch their eye is optimal. Social media marketing is another way to reach the Gen Z’s. Regularly update content and games. The Gen Z’s operate on a fast pace and grow bored quickly, just like the Gen Y’s, only faster.
With increased global terrorism, they have a need to feel safe. The recession has also had a significant influence in their need for security. They have witnessed much in their young lives. There are those who have also experienced the loss of a family member in war.
Since trust is so important to them, it is smart to begin a relationship early and continue to solidify and engage that relationship. Earning their trust now will have sticking power. Remember when trust has been violated, it is difficult, if not impossible, to get it back. Position your company as a customer-driven focused organization and live up to it! Marketing messaging can remind them that, in a sometimes-scary world, they can still find positive people, organizations, and opportunities.
In the end, consider who you are marketing to by using this guide. Remember, this is not black and white. Be careful of stereotyping too much.
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