GENERATION MARKETING - How to Do It Right!

Gaining new expertise in generational marketing is the smartest way to attract and retain new categories of customers and/or clients for your products or services. Generational marketing literally is an alphabet soup of Generation X, Y, and other age-related segments of today's marketplace.

Generation Y is the popular moniker for the 80 million people born between 1978 and 1999. Generally, they are tech-savvy and process information quickly. They identify closely with brands, but are not as loyal to their workplace, having been raised on the fact that people already do or will change jobs more often in this era than in any previous period of time. They do value integrity and responsibility. They grew up using computers, and thus respond strongly to Internet campaigns.

Bottom Line: A sophisticated Internet presence (using Web sites, podcasts and visual Web products) will impress those most, and also will offer you 24/7 access to this market. Get your brand out there, online and offline, to build recognition for a market that will pay attention - especially if you "think outside the box" to set yourself apart from other brands. Generation Y lights up over innovative approaches.

Generation X applies to the 51 million people born between 1965 and 1977. Because many were raised as latch-key kids by single, overworked parents in households with tight budgets, they tend to be more frugal than Generation Y or the vast population of Baby Boomers. They also are not counting on Social Security to fund their retirement, so they are prone to think about saving more than spending. To appeal specifically to this market segment, keep this in mind as you make decisions about your pricing. Generation X in general places a high value on education and knowledge.

Bottom Line: They are independent and self-reliant, so don't count on brand prestige alone to court them. Provide lots of accurate information with your product or service to get their attention, and let them know why your products and/or services are such a good value!

Baby Boomers are that vast population of 78 million-plus people born between 1946 and 1965. As a group, they are more prone to impulse buying, so think flash, fun and out-front placement of your products. Each spends an average of $41,000 annually on cars, recreation, education, insurance and apparel. Of the Boomers, 28 million are empty-nesters, so children's goods an services won't appeal as strongly to this group, unless they already are grandparents. They tend to have a Peter Pan mentality about aging, so appeal to their youthful and adventurous side. They want goods and services that will have them time, increase their energy and lower stress.

Bottom Line: They boost more college degrees than previous generations, so don't talk down to this market in your advertising copy. And don't assume that all are in love only with the Internet; also include offline approaches in marketing to this age group. And never, ever use the word "aging" in your advertising; they will buy into hip nostalgia, but not into aging.

Seniors are those people born before 1946. Did you know that 25 percent of all toys sold are sold to Seniors? They are very health conscious, having boosted their numbers over the decades because of the medical advances that help people live longer. Strong value is appreciated by them because they lived through World War II and numerous economic events, including the Great Depression. Shopping for fun isn't a concept they relate to; it's about exercising care. It's just another necessity, so don't count on appealing to the fun of shopping to this market. They likely are the last generation to have pensions to count on, so there is more disposable income there that won't be available to future generations as they approach retirement.

Bottom Line: Think smart, practical and sensible with this market. Seniors are millions of dollars strong and hold a vital buying power in today's marketplace. They also tend to be very loyal customers.

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Ruth Klein, Branding, Marketing & Productivity Coach, consults hundreds of clients ranging from solo entrepreneurs to the Fortune 500. Visit www.ruthklein.com for more information on the Ruth Klein catalog of small business and corporate services.

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