They created rock and roll..
They invented technology…
They head up corporations…
They govern countries…
They own half of everything…
They spend more than anyone…
They have all the money.
Yet a mere 8% of all ad spend is specifically directed at the over 50’s.
STERLING IS MARKETING
FOR GROWN UPS
They are the wealthiest, most active, and most ambitious generation so far. They genuinely believe they can make a difference. Do you know how to talk to them? Are they listening to you?
I'm all right, Jack, keep your hands off of my stack
82% of all UK personal financial assets held by 50+
Leaving on a jet plane
80% of all luxury leisure travel is booked by bucket-list ticking Baby Boomers
Oh you pretty things
50% of all skincare products are purchased by the original Peter Pan generation
'Ello John - got a new motor
72% of all top of the range cars are purchased by 50+ petrolheads
ARE THEY LISTENING TO YOU?
The original ME generation are associated with a rejection or redefinition of traditional values. Uniquely individual with a strong sense of identity and self they are not as peer-dependant as the following X, Y and millennials.
Why should they listen to you? Do you know how to get them on your side?
Listen to them
42% are delaying retirement
25% claim they will never retire
Why would I retire? Sit at home and watch TV? No thanks. I’d rather be out playing.Paul McCartney
I’ll only retire on the day I should be dead and they have me buried.Ozzy Osbourne
Address We are based in Camden Town, London NW1
Phone +44 (0)207 284 2844
Top Tips when marketing to Baby Boomers
1 of 10 - ‘Why’ vs. ‘Wow.’ There’s a trend today towards messages purely intended to emote and empathise rather than engage and explain. Boomers want a bloody good reason to get the plastic out. And empathy isn’t one of them.
2 of 10 - Tell them a story.
They want a narrative that allows them to relate. Referencing something they’ve never heard of is going straight over their heads. Keep the story going - one-offs don't work as well with this long attention-spanned generation
3 of 10 - Don't paint them grey. Never. Ever. Ever slap a picture of a person with grey hair on an ad to make it ‘diverse’ They don’t care about the age of the people they see – they don’t even recognise their own age in a mirror, so don’t try and get them to identify with grey hair.
4 of 10 - Keep them loyal.
They’re incredibly loyal. In fact, they’re still loyal to things that aren’t even around anymore. And they’re loyal to brands. Once they find something that works, they don’t experiment, they stick with it.
For the full presentation of our top ten tips for marketing to BOOMERS, drop us a line, put the coffee on and we'll pop round for 42 minutes.