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How to Reach Your Baby Boomer Audience [Slide Show]

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110902-01. Intro
If you're in business, you almost certainly sell a product or service to Baby Boomers. And they're aging: The youngest are still in their 40s, but the oldest have begun to retire. They might be social media addicts—but the odds are just as good that they're not, which means you'll need an old-school marketing channel that continues to meet their specific preferences.
110902-02. Baby Boomers still rely on direct mail

Baby Boomers still rely on direct mail

To keep your Baby Boomer customers engaged, argues Paul Prisco at MarketingProfs's Daily Fix blog, you cannot abandon direct mail. "It's been part of their daily routine for quite some time, and that's not going to change anytime soon—regardless of the Internet, mobile, and social media," he says. And to get it right, you need to ask three critical questions.

110902-03. Can they open your envelope or mailer?

Can they open your envelope or mailer?

Older recipients might struggle to open overly complex packaging. So keep it simple—no complicated folds. And, if your budget allows, opt for larger-scale envelopes and mailers. That makes it easier for recipients who suffer from arthritis, and provides extra real estate for your offer.

110902-04. Can they read your copy?

Can they read your copy?

We've all seen our parents and grandparents squint while holding printed material at a distance. (Perhaps we've even done it ourselves!) So reduce the barrier of diminished eyesight by using large font sizes. Headlines should be at least 14-point, and body copy should not be smaller than 10-point. Also, forgo stylish fonts for easy-to-read alternatives.

110902-05. Can they relate to your images?
Can they relate to your images?

According to Prisco, you'll make a quicker connection with a less-is-more approach to graphics. Simple and easy-to-decipher illustrations are a "great substitute for costly photography, which if not done tastefully will be a complete turnoff to Baby Boomers," he says.

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

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Comments

  • by Steve Sat Sep 3, 2011 via web

    Highest users of Social networking, on mobile platforms, 35-54 yo women, according to Microsoft... .

  • by Carl Mon Sep 5, 2011 via web

    Sorry, but this is condecending. I can't quote the stats, but at the very least, email is highly used by Boomers. This content makes me question my decision to subscribe to MarketingProfs.
    I don't think you even understand the demographics

  • by CLH Thu Sep 8, 2011 via web

    Agree with Carl. Demographic is way too large and too diverse. Can't throw the 40+ with 80+. Gen X's are in there too. Though some of what is stated is true we have seen major shifts. The differences are not based upon age but upon lifestyle including ability, mobility, education, culture and social aptitude or willingness to try new things. The biggest mistake I see marketers making (at least in CA) is sweeping the 50+ audience with way too big of a brush. At present, I applaud the new Toyota commercials that reflect the highly active and social older adult.

  • by Christina Gregoire Thu Jan 19, 2012 via web

    I write articles for Baby Boomer women and I would like to see a new nickname for this cohort. Anyone have ideas? It is very frustrating to continue to use titles like "Clothing for Women Over 40 & 50" but that's the best I have for now. Most marketers know absolutely nothing...or very little about Boomer Chicks.

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