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10/9/2012 #PPPmeet The Power of Generational Marketing October 5, 2012 Presented by Erin Read Ruddick @CreatingResults - #PPPmeetWhat generational What it is NOTmarketing is NOT – Defining markets and donors solely by age http://www.youtube.com/watch?v=qAsi-KTG3L0 #PPPmeetWhat generationalmarketing 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 1

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10/9/2012What 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 2002Talkin’ 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” generationMindsets/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 2

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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 EdgeLeading Edge vs. Trailing Edge – Leading Edge: “Make Love, Not War”; Woodstock; Dylan – Trailing Edge: “No Nukes”; LiveAid; The BossMindsets/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 3

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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 millionhttp://www.youtube.com/watch?v=chIgcMqdK_k Mindsets/Attitudes – Cynical? or Pragmatic? – Self-centered? or Self-reliant? – Lack of optimism for future? or Realistic? 4

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10/9/2012Mindsets/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 5

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10/9/2012Char ts for your use: http://www.slideshare.net/CreatingResults 6

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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 7

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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 RESEARCHSubtleties of Subtleties of 40+ Marketing40+ Marketing Make it realMake it real 2. Be sincere1. Authenticity is critical 8

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10/9/2012Subtleties of 40+ MarketingMake it Easy3. Stress convenience4. Deliver great serviceMake it Personal5. R-E-S-P-E-C-T Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign 9

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10/9/2012Power 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 10