Connecting with Baby Boomers: Experiential Marketing Tours
Studies show that the Baby Boomer generation controls more than 70 percent of the nation’s disposable income and holds $2.6 trillion in buying power, meaning they have a significant impact on current consumer trends. With Boomers making up such a massive segment of the consumer population, it’s essential for practically every brand to know how to connect and communicate effectively with this demographic. Here are a few tips on how to create a mobile marketing strategy to effectively connect with Baby Boomers.
Understanding Your Audience: The key to any marketing strategy is understanding the wants and needs of your target audiences. When developing your mobile tour, you’ll want to do thorough market research on Boomers purchasing preferences and patterns as they can often be starkly different than those of younger generations. The Boomer generation consists of individuals born between 1946 and 1964 who view shopping as less of a recreational activity, like Millennials and Gen Z do, and usually stick with products they are already familiar with. Keeping this in mind while creating your mobile tour can help you not only connect better with Boomer visitors but can also shape how your present your brand and products within your experience.
Don’t Shy Away from Technology: Many people assume that because Boomers are considered an “older” generation they don’t know how to use technology or social media. While they may not be as tech-savvy as the born online Gen Z, Boomers actually do spend a lot of time online. When targeting Boomers, you can and should use technology within your experience but make sure to keep things simple and straightforward. Also, keep in mind that Boomers mainly use Facebook as their social media site of choice, so for pre-event promotion you may want to ramp up your Facebook communications if you’re looking to draw in more Boomer attendees.
Face-to-Face Sales: It has been found that Boomers value customer service more than any other generation. While they do spend time online, they are more likely to shop in brick-and-mortar stores and need that face-to-face interaction with a sales associate to close a sale. While developing your mobile experience, you’ll want to staff your events with knowledgeable, friendly and helpful brand ambassadors that can answer any and all questions about your brand and products and form a real connection with Boomer attendees. Boomers tend to place more trust in companies they feel they have a personal connection with and will more easily be converted into loyal customers when they feel they received exceptional customer service.
