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Ways to Effectively Market to Baby Boomers

Ways to Effectively Market to Baby Boomers
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Marketing to baby boomers requires awareness of who they are and where they want to be.

While boomers respond more to traditional marketing, they are serious about their decisions and spending.

When reviewing products or services that target baby boomers, it is usually clear the type of marketing strategy that is being used. Seniors typically like for things to remain on the side of “old school,” and more often than not, they don’t waste time on trends or gimmicks. Why should they? They’ve been around too long.

While baby boomers often prefer things to be more straightforward and don’t mind a bit of copy in a marketing campaign, social media is becoming an important way to market products and services to vast numbers of people. Marketing to seniors over social media should be no different. Although baby boomers were much older than millennials when social media became popular, a large majority of them use Facebook, and this social platform should not be overlooked. Baby boomers also use the internet more, so online marketing to them is usually an effective strategy.

Baby Boomer Marketing

Baby boomers control approximately 70% of America’s disposable income, so they are a very important group to market to. Many seniors enjoy reading, so unlike some recent generations, they don’t mind an ad with a reasonable amount of copy in it, especially if the copy takes them on a journey or relates to their lives in some way. Baby boomers also like when an ad reveals the fine print about a product or service. Since they don’t typically follow trends and don’t mind reading, an ad with copy that helps them understand the product better is a great way to market to this generation.

Ads Targeting Baby Boomers

Advertising to baby boomers does not have to be complicated. Many seniors prefer things to be concise so an ad that is this way is typically effective. Seniors take their time when purchasing products, seeing each purchase as a commitment. This is one reason baby boomers prefer to know the details of a product before making a commitment to own it for a long time, if not for the rest of their lives. The more detail an ad contains, the better the advertising is to baby boomers.

Brands that Appeal to Baby Boomers

Brands that are big for the baby boomer generation make a lot of sense once you think about them. Levi’s and Harley Davidson are both big brands with seniors, and this is because these brands have been around a long time, and they hold a special place in American history. Baby boomers also appreciate well-made products such as Coach and Volkswagen, and are willing to pay the price for them. In relation to the digital age, among the newest brands that seniors like is Facebook. With the world becoming increasingly larger and drawing further and further apart, the best way for seniors to keep in touch with their family is through Facebook. Learning the best ways to market on Facebook can help your company to reach the baby boomer generation easily and more effectively.

Baby Boomer Characteristic Marketing

With baby boomers possessing most of the spending power in the United States, it makes sense to market to them in a meaningful way. A genuine and detail-oriented campaign targeting seniors is the best way to present your product or service, and you give your company a better chance of having your product or service bought by this demographic.

Not only do seniors enjoy an ad with copy and detail about the product, like all generations, they enjoy humor. Humor is always changing, so the jokes and puns must be appropriate for the baby boomer generation. With all this in mind, an effective marketing campaign directed toward baby boomers should be easy to develop and implement and more effective in reaching your goals.


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Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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