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10/9/2012
#PPPmeet
The
Power
of Generational
Marketing
October 5, 2012
Presented by Erin Read Ruddick
@CreatingResults - #PPPmeet
What generational What it is NOT
marketing is NOT
– Defining markets and donors
solely by age
http://www.youtube.com/watch?v=qAsi-KTG3L0
#PPPmeet
What generational
marketing CAN BE Agenda
Generational Profiles
– A strategy that leads to success
– Discovering how to motivate The Four Most Effective Tactics for 50+
donors with insights
into their: • Direct mail
• Age • Email
• Demographics • Internet
• Psychographics • Social media
• Lifestages
• Generational Cohort
5 Subtleties of 50+ Marketing
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10/9/2012
What is a generation? Generational Cohorts
– Spans 15-25 years
– Defined by historical events,
GREATEST 1901-1924
common experiences SILENT - MATURES 1925-1942 (Howe/Strauss)
– Different than those that come BOOMER 1946-1964 (US Census)
before or follow after
GEN X 1968-1979 (US Census)
GEN Y/MILENNIALS 1982 –late 2002
Talkin’ Bout My Generation
SILENT • Born between 1925 and 1942
• Today they are 69 to 86 years old
• Roughly 59 million
• Names for this group include “Silent”
and “Eisenhower” generation
Mindsets/Attitudes Mindsets/Attitudes
– Silent? or Adaptive? – Respect (authority),
– Stuffy? or Well-Mannered? need to feel respected
– Invisible? or Individual? – Duty before fun
– Helpers
– Conformist? or Pick Battles?
– Responsible
– Spend only what you
have saved
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10/9/2012
Talkin’ Bout My Generation
BABY • Born between 1946 and 1964
• Today they are 47 to 65 years old
BOOMERS
• Between 78 and 80 million
• Can be divided into two parts –
Leading Edge and Trailing Edge
Leading Edge vs. Trailing Edge
– Leading Edge: “Make Love, Not War”;
Woodstock; Dylan
– Trailing Edge: “No Nukes”; LiveAid;
The Boss
Mindsets/Attitudes Mindsets/Attitudes
– Selfish? or Self Confident? – Optimists, idealists
– Hippies? or Hip? – As old as I say I am
– Never grow up? or Never grow old? – Involved
– Busy, busy, busy
– Competitive (especially trailing edge)
– Team players, work towards consensus
– Need to feel valued
– Buy now, pay later
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10/9/2012
Putting it into action
Do this
http://www.youtube.com/watch?v=WJkbEPbjqOc
Not that Talkin’ Bout My Generation
GEN X • Born between 1968 and 1979
• Today they are 32 to 43 years old
• 46 to 55 million
http://www.youtube.com/watch?v=chIgcMqdK_k
Mindsets/Attitudes
– Cynical? or Pragmatic?
– Self-centered? or Self-reliant?
– Lack of optimism for future? or Realistic?
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10/9/2012
Mindsets/Attitudes
– Reactive
– Accepting of diversity
– Entrepreneurial
– Feel overloaded with world challenges
– Confident, competent about own abilities
– Take risks to reach big goals
– Drowning in debt
– Earn and save to spend
Tactics for Reaching
Boomers & Beyond
#PPPmeet
Why Print Works
• Tangible
• Fun
• Convenient
• Long-lived
• Proven
• Timeless – and ageless
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10/9/2012
Char ts for your use: http://www.slideshare.net/CreatingResults
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10/9/2012
Popular Website Categories - ALL
Mortgage 21%
News 24%
Senior Living 25%
Fitness 37%
Shopping 38%
Education 51%
NonProfit 53%
Financial 56%
Real Estate 57%
Local 60%
Health 74%
Travel 87%
Free eBook: 0% 20% 40% 60% 80% 100%
http://www.CreatingResults.com/SocialSilverSurfers
2010 RESEARCH
Popular Categories of
Websites
• 40-54 year olds
– Most likely to visit travel, local, education, non-profit
• 55-64 year olds
– Slight edge w/ visits to social networks
• 65-74 year olds
– Most likely to visit news sites (more than 2x rate of
75+)
• 75+
– Games 1.5x rate of 40-54 yr olds
#PPPmeet
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10/9/2012
2010 RESEARCH
• What percentage of all respondents over 40 do
you think want to engage with a brand on social
networks like Facebook?
– Less than 20%
– 20-40%
– 40-60%
– 60-80%
2010 RESEARCH
Subtleties of Subtleties of 40+ Marketing
40+ Marketing Make it real
Make it real 2. Be sincere
1. Authenticity is critical
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10/9/2012
Subtleties of 40+ Marketing
Make it Easy
3. Stress convenience
4. Deliver great service
Make it Personal
5. R-E-S-P-E-C-T
Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign
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10/9/2012
Power up!
Generational Marketing
–
–
Provides Insights
Broadens Your Market
QUESTIONS?
– Educates Your Team 401-289-2500 or toll-free 888-205-8899
– Builds Your Donor Base www.CreatingResults.com
Blog www.MatureMarketingMatters.com
Twitter @CreatingResults
everything mature consumers experience
branding | marketing | web | pr | displays | advertising
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