May 2, 2012
Mother’s Day is just around the corner, and what better way to celebrate than with a marketing campaign that actually “gets” her?
At 80 million strong, Baby Boomers are the largest generational demographic today. And among Boomers, women outnumber men and they influence as much as 80 percent of household purchases. According to eMarketer, Boomers spend more time and money online than any other demographic.
But here’s what doesn’t make sense—this segment is largely ignored by marketers and advertisers. Many marketers are still wooing the younger, less wealthy consumer markets, and the advertising industry has been slow to update stereotypes of aging and women. That’s too bad because Baby Boomer women are a savvy group of consumers with lots of money to spend.
If you want to capture your share of the Boomer pie, you need to understand these smart and successful women controlling the purse strings. If you don’t, they’ll find someone who does.
Here are some important insights.
Fifty is. Boomer women are aging, but they still cringe at the word “senior.” She’s not trying to be 20-something again, but she doesn’t connect with the stereotype of an elderly grandma, either. Focus your brand messaging on youthful attitudes, embracing your age, wisdom from experience and inner beauty. Hint: Think Dove’s Campaign for Real Beauty. Big success.
Many are reaching the peak of their careers and earning potential. The number of businesses owned by women is growing at twice the rate of all U.S. firms. Understand female entrepreneurs and what they need, and you can reach your share of this market. For example, women business owners are more likely than men to rely on the Internet for their entrepreneurial success. What can your company offer to help them succeed?
For a multi-tasking woman, the Internet is not a toy—it’s a tool. Websites that customize information to her needs, recommend relevant products or offer expert advice will win her over. Some marketers falsely assume that women over 50 are not tech savvy. News flash—they are, more than you probably know.
The Boomer generation is huge, spanning a total of 18 years. Some Boomers are empty nesters, but others are in their 40s with children at home. These two groups have different needs. Don’t assume that just one marketing approach will resonate with this broad demographic. Identify which segment you want to target, and craft your marketing message with their needs in mind.
Are women—specifically Baby Boomers—a part of your target market? How have you successfully connected with them?