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... their way. They had to survive in really difficult situations they know what lack of money, poverty, thirst, and starvation is. That is why this people are a bit conservative.
They are afraid of spending money on expensive products and tend to economize even in situations when it is not necessary. In this respect the psychology of baby boomers is very different from the psychology of their ancestors. The reason is that they were born into a clean world. It means that they, in fact, didnt face any special troubles they didnt live through the depression and other hardships of previous periods.
Baby boomers represent a new generation, which has its own needs and a special lifestyle, which needs to be adjusted to. Therefore, if companies want to come up to their expectations, they have to do serious research into the spheres of interest of this group of people. In the majority of cases baby boomer marketing focuses on appealing to areas that interest this age group, which includes health, lifestyle, nostalgia, family values, relationships, expensive hobbies, money management, and others. These spheres of interest are closely connected with the lifestyle of these people, which appears to be the main factor to specify their needs.
Baby boomers often live a fast-paste urban lifestyle and were brought up to be individualistic. Therefore, baby boomer marketing must be strategically planned so that it is brief, but still personal. This makes it important to create a baby boomer marketing campaign featuring products that appeal to the baby boomer generation, incorporating subject matter these members can relate to. Knowledge of Customer is the Key to Success Its common knowledge that advertising is the main engine of marketing.
That is why companies, which want to satisfy the needs of baby boomers, have to realize that they are very sophisticated consumers. Actually, if a company doesnt realize that, it is doomed. The main feature a good advertiser should have is creativity. In this case it is very difficult as far as aiming at people who are 50 + is not an easy business. This category of people has very specific tastes which are not easy to satisfy. To make an advertisement successful it is necessary to analyze the lifestyle and interests of this group once again to appeal to these people correctly.
The main problem here is that the majority of boomers dont watch TV, so advertisers should use other media to attract these buyers. The main thing baby boomers are worried about is staying young, which includes staying well, eating well and living well. They are interested in getting their children through college and providing a high quality of life to all members of their families. Naturally, they have to work long hard days to achieve this. Thats why it is no wonder that they are so much concerned about their health and their fitness. They seek convenience, speed and quality for a reasonable cost.
They are at the top of their personal and professional lives and at the peak of their spending habits. Understanding, that they are soon going to retire, they seek retailers and service providers who can meet their demands for customer service, ease of purchase, flexibility, high performance and efficiency. So, to come up to their expectations it is best to set reasonable prices and introduce a system of buying at home or delivery. It means that a company should give this category of people a possibility to order goods and services by phone or Internet and assure them their order will be delivered to them soon.
The way to the heart of a baby boomer is through customer service. Their ideal company should work out strategies that will save their time, money and aggravation. Feature custom orders, gift wrapping, personal shopping and shipping. Another key to please baby boomers is to please their children or grandchildren.
Have cookies, candy, toys or books on hand to occupy the children while you serve the parents. Treat them special. In this case we can take McDonalds as a good example parents and children who come to dine there are both satisfied. Children are usually taken care of. They are given balloons and provided with special attention, such as a special children menu (Happy Meal).
It is also a good idea to create preferred buyers' clubs, hold special sales or establish private buying hours for them. Afterward, write notes to thank them for attending. In a word, boomers need to feel that they are special. One more feature that makes this category of consumers different from all the others is wide use of technology. Baby boomers are Internet-savvy. They use technology wherever it can be used work or pleasure.
They shop online (although the majority still prefers mail order catalogs when they purchase from home), book their travel online, communicate online and read online. They own large screen televisions, fax and copy machines, cell phones and pagers. They eat out at least three times a week. All these facts mean that boomers are used to comfort and dynamism.
They wont leave their home until they need to do this. They wont lose their time for shopping. They are real examples for the saying Time is money. Irrespectively of the fact, that baby boomers lifestyle is very fast, the majority of them tend to be very nostalgic, as it as already been said. They like nostalgic music and video.
However, companies should take into consideration that boomers would not download these products they would rather buy them. This is very much not like the majority of customers, but it is a great plus for the companies, which need to sell this category of goods. Conclusion All in all, for successful marketing it is necessary to remember five main things about consumers who are represented by the generation of baby boomers: They are the most numerous part of the worlds population, that is why they should be treated as such. Their population is growing very quickly as far as their life expectancy is very high, that is why they make up a good consumer market to aim at because they open a wide range of prospective's and opportunities. They are highly educated. This fact suggests that they have higher buying power than any other strata of human society.
This means that in fact the amount of money they possess makes the world go round. They were born in post-war period. It means that they are did not live through the hard years of depression, starvation and poverty. This is the reason for them not to be afraid of spending money.
They are very sophisticated buyers and companies can not always come up to their expectations. That is why companies should try their best to satisfy the needs of their customers. They should try to think about what they would do if they were in the boomers place and what product they would prefer to buy. There are some main features of the baby boomers taste which should be kept in mind in order to satisfy their needs and offer the very product they need. First of all, a company should establish a system of distance ordering (telephone or Internet preferably) and delivery. This is because the baby boomers generation worships its time and tries to spend every minute working and earning money.
The company should think out its advertising carefully, taking into consideration the fact that baby boomers hardly ever watch TV. This means that it is best to advertise the companys product and services in the Internet, newspapers and magazines, on radio. While composing the plot and motto of the advertisement as well as while choosing the correct product or service it is worth remembering that boomers care a lot for their health. That is why the products a company offers should first of all be related to physical fitness.
These may include physical training facilities or cosmetics. Much attention should be paid to the consumers hobbies and relaxation. It is best to aim at nostalgic music which best of all comes to their liking. Traveling should also be included into the program. In this respect one main feature should be taken into account baby boomers like expensive hobbies. It is the same about traveling.
That is why it is best to propose systems like Everything on or something similar. And the last but not the least is satisfying boomers children. Their childrens satisfaction brings satisfaction to them as well. That is why it is reasonable to introduce a system of entertainment for youngsters. Its a good idea to have cookies, candies, toys or books on hand to occupy the children while their parents are being served. The boomers themselves like to be taken care of and paid special attention.
That is why a good company should create preferred buyers' clubs, hold special sales or establish private buying hours for them. Afterward, it should write notes to thank them for attending. Whatever a company products, it should carefully consider its appeal to this huge market and determine how it can deliver it when they want it, where they want it and at a reasonable price. It should find a way to differentiate itself from its competitors and appeal to the boomers' desire to stay young, act young, think young and feel young if the company follows these advice it will have a customer for life.
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U. S. Census Bureau, Age of reference person: Average annual expenditures and characteristics, Consumer Expenditure Survey, 2000.
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Research essay sample on U S Census Bureau Baby Boomers
