Reaching Generations Through Public Relations and Marketing
You know those products that claim to be one size fits all? I don't trust them. Why do you ask? Because, in my experience, one size fits all items never fit me the way I want them too. The same goes for your marketing and public relations efforts. If you treat your consumers like they're all the same you will never achieve optimum opportunities for success. There's nothing cookie cutter about a productive marketing strategy because there's nothing cookie cutter about your target audience. No matter what you're trying to sell you need an audience to get behind it and you need to know the group you're marketing to. Considering the U.S. population is primarily made up of three generations: the Baby Boomers, Generation X, and Millennials, you're going to need just as many ways to successfully reach the consumers you want to reach in order to build beneficial relationships with them and create brand loyalty.
Successful businesses know that relying on marketing to the mass market bring you the positive results you want. So they implement a market segmentation strategy. According to smallbusiness.chron.com market segmentation is the process of dividing an entire market into different customer segments. This is how you get to know who your consumers are and where to find them. You're not going to see a Life Alert and on Snapchat, but you would see it on cable TV or newspapers. That's because they know their audience. There's a target audience for everything and using market segmentation allows you to narrow in on who that is. Every segment has it's own unique qualities and values. Knowing where those primary generations fit into your marketing plan is a huge part of how you will strategize your marketing and PR. Lucky for you about to tell you how.
Let's check in on Baby Boomers, our more experienced generation born between 1946 and 1964. But don't even think about calling this group old. Boomers make up about 44% of the U.S. population and have the most disposable income accounting for half of the market's retail sales. Most of our parents have smartphones and know how to use a computer, which means Boomers definitely know how to shop online with 66% of people over 50 making online purchases on a regular basis. That means to keep your digital campaign going and mix it up with traditional marketing.
According to Quicksprout.com Facebook is the best way to reach this generation that makes up 1/5 of all Facebook users. But figuring out where to find them is only half the battle, knowing how to address your audience is just as important. Boomers want to know what your product is and if it's good for them. They're not interested in endless GIF videos of your product; they want their information straight up. Think direct mail, email and blog articles. Get personal and focus on what they value the most like community involvement and their health and you could have a chance to win over a number of this group of 70 million strong. But their kids are a bit of a different story.
Say hello to Generation X, the smallest of the primary generations with the highest spending power. This group was born between 1965 and 1980 and they're family driven consumers at the peak of their spending years. Everyone has that cool aunt who likes to rock that name brand bag but also rocks a bunch of loyalty cards because but she loves a good deal. This group is more comfortable with their phones with 37.3 million smartphones users, which means social media marketing is definitely a good idea. Facebook and Twitter are a couple of solid options for your marketing and PR plan if this is your target audience. But it's also a good idea to reach out with emails and blog posts and run ads for TV. Gen X consumers like balancing their work life and their personal life. They value spending time with the people they love, so marketing to family-friendly products and experiences might lead to them hitting that purchase button on your site. There may not be a lot of them but they have a lot of kids they like to hang out with and those kids are a big deal.
Welcome to the Millennial segment, the largest group of them all. The generation of gifs and short attention spans. Please note, as a part of this generation, I can say our short attention spans allow us to sift through the stuff we don't want and find what we need. Millennials were born between 1981 and 2000 and grew up with technology at our fingertips from day one. Smartphones are a way of life and every other mobile platform is up for grabs too. That's your cue to prioritize digital marketing, especially mobile marketing. This generation spends about 25 hours a week online making us the group with the highest social media activity. I'm talking Twitter, Instagram, texting, take your pick. Then your next move should be making a connection that counts. Because Millennials have been exposed to technology for so long, they've been bombarded with ads and will trust a good cause more than the words of a big corporation.
A great way to reach this group is by teaming up with a humanitarian cause and sponsoring at festivals or concerts. Millennials like to share things and the better your connection is the more they'll share and your brand awareness rises, leading you down the yellow brick road to success.
The bottom line is: your success lies in knowing the crowd. And the majority of that crowd is made up of those three generations. Each generation is different so they can't be reached in the same ways. Leading Lady knows how to reach your target audience no matter who they are and specializes in a multitude of ways to connect with them on a level they'll respond to the most. From newsletters, blog posts and social media marketing we know how to get the right eyes on your product and help you succeed. Sounds like a win-win to me.