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Power
October 5, 2012
Presented by Erin Read Ruddick
@CreatingResults - #PPPmeet
The
of Generational Marketing
#PPPmeet
– Defining markets and donors solely by age
What generational marketing is NOT
What it is NOT
http://www.youtube.com/watch?v=qAsi-KTG3L0
What generational marketing CAN BE
– A strategy that leads to success– Discovering how to motivate
donors with insights into their:
• Age• Demographics• Psychographics• Lifestages• Generational Cohort
Generational Profiles
The Four Most Effective Tactics for 50+• Direct mail• Email• Internet• Social media
5 Subtleties of 50+ Marketing
Agenda#PPPmeet
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– Spans 15-25 years
– Defined by historical events, common experiences
– Different than those that come before or follow after
What is a generation?1901-1924
1925-1942 (Howe/Strauss)
1946-1964 (US Census)
1968-1979 (US Census)
1982 –late 2002
GREATEST
SILENT - MATURES
BOOMER
GEN X
GEN Y/MILENNIALS
Generational Cohorts
Talkin’ Bout My Generation• 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
SILENT
Mindsets/Attitudes
– Silent?
– Stuffy?
– Invisible?
– Conformist?
or Adaptive?
or Well-Mannered?
or Individual?
or Pick Battles?
Mindsets/Attitudes– Respect (authority),
need to feel respected
– Duty before fun
– Helpers
– Responsible
– Spend only what you have saved
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Talkin’ Bout My Generation• Born between 1946 and 1964
• Today they are 47 to 65 years old
• Between 78 and 80 million
• Can be divided into two parts –Leading Edge and Trailing Edge
BABY BOOMERS
Leading Edge vs. Trailing Edge– Leading Edge: “Make Love, Not War”;
Woodstock; Dylan
– Trailing Edge: “No Nukes”; LiveAid;
The Boss
Mindsets/Attitudes– Selfish? – Hippies? – Never grow up?
or Self Confident?or Hip?or Never grow old?
Mindsets/Attitudes– Optimists, idealists
– As old as I say I am
– 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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Putting it into actionDo this
http://www.youtube.com/watch?v=WJkbEPbjqOc
Not that
http://www.youtube.com/watch?v=chIgcMqdK_k
Talkin’ Bout My Generation• Born between 1968 and 1979• Today they are 32 to 43 years old• 46 to 55 million
GEN X
Mindsets/Attitudes
– Cynical?
– Self-centered?
– Lack of optimism for future?
or Pragmatic?
or Self-reliant?
or Realistic?
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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
Why Print Works
• Tangible
• Fun
• Convenient
• Long-lived
• Proven
• Timeless – and ageless
#PPPmeet
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Char ts for your use: http://www.slideshare.net/CreatingResults
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Free eBook: http://www.CreatingResults.com/SocialSilverSurfers
87%
74%
60%
57%
56%
53%
51%
38%
37%
25%
24%
21%
0% 20% 40% 60% 80% 100%
Travel
Health
Local
Real Estate
Financial
NonProfit
Education
Shopping
Fitness
Senior Living
News
Mortgage
Popular Website Categories - ALL
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
2010 RESEARCH
#PPPmeet
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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 40+ MarketingMake it real
1. Authenticity is critical
Subtleties of 40+ Marketing Make it real
2. Be sincere
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Make it Easy
3. Stress convenience
4. Deliver great service
Make it Personal
5. R-E-S-P-E-C-T
Subtleties of 40+ Marketing
Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign
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Power up!Generational Marketing
– Provides Insights
– Broadens Your Market
– Educates Your Team
– Builds Your Donor Base401-289-2500 or toll-free 888-205-8899
www.CreatingResults.comBlog www.MatureMarketingMatters.com
Twitter @CreatingResults
QUESTIONS?
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