Frustrated marketing to Generation X and Generation Y? There's no need to market harder, just market smarter. Simple list segmentation and targeted marketing strategies will help you sell your products to a niche in the baby boomer community with proven purchasing power... "grumpy old men."
Just some of the strategies for creating marketing campaigns that successfully target the GOM market:
• Point out in your advertising how your product or service helps the GOM (baby boomer) to live independently without help from family, friends, or the federal government. As the end of their working days appears on the horizon, GOM increasingly long for the freedom to call their own shots - and tire of taking orders from others.
• When writing to GOM, the "voice" of the marketer should be one GOM writing to another. If your promotion is a sales letter or e-mail, the person who signs it should indicate he is a fellow GOM. Reason: GOM are more comfortable dealing with others of the same generation. GOM are wary of -- and easily annoyed by - youngsters.
Don't hesitate to use more traditional marketing media - Yellow Pages, billboards, TV and radio commercials, newspaper and magazine ads, direct mail - when targeting GOM.
The GOM have developed a lifetime habit of reading, listening, and responding to advertising, and are therefore more responsive than younger consumers to traditional marketing programs. Simple list segmentation and targeted marketing strategies will help you sell your products to this niche in the baby boomer community with proven purchasing power.
GOM are a large market representing more than 10% of the U.S. population.
There are 35 million male consumers in the United States over the age of 50. The median family income for a household in which one of the wage earners is a GOM between 50 and 64 years old is $50,252.
For more information on the GOM market, view your FREE copy of Marketing to Grumpy Old Men: 10 Tips for Selling to the Age 50%2B Male Market, visit http://www.marketing2goms.com.