Improve Sales Results and Marketing Conversion Rates to Baby Boomers

Marketing Articles | May 14, 2009

Are you sick and tired of catering to kids in your marketing, of trying to understand what makes Gen X and Gen Y tick?

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+ Male Market, visit http://www.marketing2goms.com/.

Source: Free Articles from ArticlesFactory.com

ABOUT THE AUTHOR

Bob Bly, director of CTC Publishing, an online publisher of how-to marketing information, says the GOM market consists of men age 50 and older. Bestselling author, marketing strategist, copywriter and consultant, Bob Bly, has more than 25 years of business and direct response marketing experience. Bob’s clients include Fortune 500 companies and some of the country’s leading publishers. He is the author of more than 70 books and is a distinguished speaker and editorial contributor to prominent publications and associations including Dimness, Target Marketing, the Specialized Information Publisher’s Association (SIPA) and more. His popular free newsletter, The Direct Response Letter, has nearly 100,000 subscribers and contains "insider secrets" to double response rates, generate more leads and orders, and help your marketing make more money.