Lunch With Two Boomer Babes
So, what’s a 40 something guy (me) doing hanging around in a senior center talking with two ladies who are considered “boomers”?
First, if you are not familiar with the “2 Boomer Babes” then you need to catch up to the rest of the nation.
AARP offers the exciting weekly radio program 2BoomerBabes, that highlights an array of lifestyle topics and key issues faced by the largest generation in history. The award-winning program is a production of AARP Radio and is syndicated on the Radio America Network, SiriusXM and NPR affiliate stations. See Find a Station, to the right, for dates and times in your area.
Each week the show features a broad spectrum of guests, including experts in finance, health care, real estate, travel, and technology, as well as everyday people who are living in the moment. Kline and Bernard are not shy about adding their own insights and understanding to the conversation, and always top it off with a dose of good humor.
The Mind of Your Target Market
If you want to get into the minds of your target market (in this case affluent boomers) there is no substitute for some good old fashioned research. Did you know?
- Boomers & Seniors (born between 1946 & 1964) hold over 50% of the nations wealth and even more of its’ discretionary spending
- 46% have net worth’s in excess of $2 million
- Roughly 1 in 4 consumers are baby boomers
- 8,000 to 10,000 boomers reach age 65
- 50% of US Consumers say they pay more attention to direct mail than email.
- That number rises to 70% with boomers
- 60% of US consumers say they enjoy checking their mail. 98% retrieve their mail the same day it is delivered and 77% sort it that same day
The main point (for today’s purposes) that needs to be made in marketing to Boomers and Seniors is a establishing a high level of “trust” between your business or service and the Boomer market. How you establish this trust and then back it up with your service (yes, you need to deliver the goods) is worthy of further study.
A few points to remember:
- Avoid the really stupid blunder of coming across as a “salesperson”. You need to be the trusted adviser. Educate your prospect and arm them with information. They are very skeptical of “the door to door salesman”.
- Understand and address their fears in your marketing. How can you reduce their stress? What about your business makes people uneasy?
- You need to make an emotional connection with your boomer prospects. Your marketing copy must evoke an emotion that will compel the boomer prospect to seek you out.
More on my lunch with the Boomer Babes coming soon.
Vance Morris is the Owner of Chesapeake Service & Marketing Solutions and DeliverServiceNow.com