Marketing isn’t a single task. One strategy alone does not have the capacity to target multiple target demographics. With the lack of various strategies in your marketing mix, you are able to segment your client base. The ability to break down your group of customers into distinct groups, like generations, will allow your messages to be seen by a range of people effectively.
Understanding the generational aspect of marketing allows businesses to be aware and responsive to customer desires and requirements. Each generation has distinct particularities that affect the messages they are exposed to as well as the way they will be targeted. Businesses can now design customized messages and send messages through channels that are primarily targeted at specific generations. Below are short explanations of each generation’s distinct traits and ways in which they are able to be at.
Greatest Generation/Matures (1928 to 1947)
Traditional values, such as dedication and hard work, are crucial to this generation. The generation that is traditional seeks an experience that isn’t stressful or overwhelming and effortless. They are looking for confidence and trust, which gives you the chance to demonstrate your knowledge in the field.
Adults don’t wish to see their time wasted. Personal service, face-to-face communications and the use of space are valuable. The foundation of trust is taking note of their requirements. Answer any questions they might need to know first before moving to the facts and figures.
In contrast to other generations, the mature are able to be reached via traditional media like radio, TV as well as direct mail. Although they’re not the most frequent users of the internet, if there is content available, they’ll discover it. The internet is a great platform to showcase your portfolio, the high-quality customer service your previous customers have had and to show your expertise and your authority to make changes. If you can provide the next generation with the services they desire, they’ll be loyal customers for the rest of their lives.
The Baby Boomers ( 1945 from 1945 to 1959)
A generation that is focused on money, Boomers appreciate the most acceptable items in the world. Boomers are awed by self-esteem, so you need to make them feel like they’re the ones in charge and make them feel engaged.
While print might not be suitable for this audience, however, it is nevertheless thought of. Focusing on the value of the purchase, resales value, and the benefits of the project will draw this group. Develop their enthusiasm to grow. The internet is a fantastic way to reach them since this generation is awed by research. Let them know before they set into your showroom by offering numerous articles, pictures and insights from the industry on remodelling. The critical message is high-end quality and top-of-the-line service.
Generation X (1960 – 1979)
Generation X is highly concerned with their time as well as money, both of which are valuable resources. It is essential to demonstrate your appreciation for their time and the project they are working on. Focusing on selling solutions and not brand names can help you build trust between yourself and them. Make sure to explain that your solution will address their current problems while bringing their vision to reality.
This generation should have ample access to information, eventually educating consumers to purchase items. This group can be reached through a combination of both traditional and modern channels. Print materials and the internet could offer the reviews, previous projects and testimonials from customers that they’re looking for.
Generation Y (1980 to 1995)
Sometimes referred to as the Millennium Generation Y is all about the experience. Generation Y is aware of what they want and is trained in order to attain it. The most important thing to do is reach this group is to show them the worth of their investment. How will it be able to pay for itself? In contrast to earlier generations, this one is more dependent on their parents’ opinions and financial aid, and having strategies to connect with previous generations is vital.
As a generation that is image-driven, Generation Y reacts strongly to real-life examples, like showroom pieces or the before-and-after’s. Display them what they can effectively achieve with their budget. This segment is not averse to traditional channels of marketing and is opting to go online, which is ideal for motivating them through Visual communication. The most important aspects to highlight are cost, quality, and experience.
Understanding the characteristics that distinguish different generations will be the initial step towards understanding the concept of generational marketing. When you get off from the mass media, you can identify the best practices, what isn’t and how specific effective campaigns will be. Make adjustments to your marketing strategy and mix to meet the needs of individual generations to create more brand loyalty and lifetime customers.