The first rule in business states that you have to make people believe in your product or your brand for you to succeed. In other words, you have to ace the art of marketing.
According to the Merriam-Webster dictionary, the definition of marketing is “the process or technique of promoting, selling, and distributing a product or service”.
The use of the word “technique” only serves to highlight how complex marketing truly is, as it requires a lot of skills on your part as the business owner.
It doesn’t matter what you’re trying to promote. It can be delivery services or venues that provide Intertops casino bonuses, but at the end of the day, your goal will be the same: try to capture the attention of as many people as possible.
One of the main issues you will face when forming a marketing strategy is finding the best one that will appeal to a larger section of the population. One the one hand, if you send different messages to different age groups, you might create an image problem, as customers won’t know what to make of your product.
On the other hand, it will be a shame to miss out on an opportunity to expand sales and get more people interested in what you have to offer. But if you learn how to appeal to different age groups, you might find the right strategy to promote your business.
Understanding Your Customers
In 2018, Emilie Slootweg and Bill Rowson, who work in hospitality management, published a review describing the best marketing strategies for different age groups in the hotel industry.
The entire review is based on the notion that people’s behaviour and values are influenced by the year they were born in and the cultural and political climate of that time. Slootweg and Rowson address three main generations: the Baby Boomers, Generation X, and Millennials (aka Generation Y).
By understanding the needs and preferences of every generation, you will be able to develop a marketing strategy that appeals to multigenerational customers.
Baby Boomers – Anyone born between 1946 and 1964 is considered a Baby Boomer. The literature describes those people as optimistic, people who value self-expression and individuality. Their careers and material wealth is important to them, but they often put family values first. Therefore, the authors of the review suggest marketing teams should approach Baby Boomers with four strategies in mind:-First of all, don’t treat this generation as old. Baby Boomers want to feel relevant, so don’t address them as if they are seniors! However, since this generation tends to be a bit more conservative, use appropriate language, provide straightforward information, and try to make them feel as if their age is an advantage.-Since most Baby Boomers believe that family is very important, you can emphasize how you appreciate family values in your campaign.
–Slootweg and Rowson make an effort to remind us that Baby Boomers are keen on using technology just like the younger generation. According to stats, about 25% of Baby Boomers spend more than 20 hours on social media. At this day and age, Facebook is the most popular platforms this generation uses, and you should use it to your advantage.
-Last but not least, take into account the fact that Baby Boomers like clear-cut information and that your reputation matters to them.
Generation X –Born between 1965 and the early ’80s, people that belong to this generation are often described as “those who fell between two stools”. They don’t identify with specific values, which makes it harder to appeal to them on a personal level. However, there are a few marketing tools that Generation X appreciates:- While Millennials consider emails as old-fashioned and Baby Boomers aren’t used to them, this communication tool is quite popular among people of this generation. Therefore, email campaigns might be a good idea.-When using an email campaign, make sure to personalize the message for male and female customers. While men react better to funny and creative ads with a lot of images, women prefer ads that reflect real-life.
-According to studies, Generation X likes to learn more about the services they purchase, which they can do with the use of the internet. However, they also respond well to ads in newspapers and magazines, as it appeals to their responsible side. Using both traditional and modern marketing tools is advised.
Generation Y – People who were born between 1981 and 1996 now represent at least 43% of the workforce around the globe. People who were born in those years saw technology evolve at warp speed, they experienced some political turmoil and went through an economic recession. All those factors affected Generation Y and their behaviour, and you need to consider that.-Since this generation grew up in an era where technology is a major part of their lives, they are more likely to respond to online marketing strategies.
-Generation Y is all about sharing and being a part of something bigger. Therefore, people who are a part of this generation often rely on the opinions of others when making a decision. Allowing people to leave comments and writing reviews will play in your favour.