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Power

October 5, 2012

Presented by Erin Read Ruddick

@CreatingResults - #PPPmeet

The

of Generational Marketing

#PPPmeet

– Defining markets and donors solely by age

What generational marketing is NOT

What it is NOT

http://www.youtube.com/watch?v=qAsi-KTG3L0

What generational marketing CAN BE

– A strategy that leads to success– Discovering how to motivate

donors with insights into their:

• Age• Demographics• Psychographics• Lifestages• Generational Cohort

Generational Profiles

The Four Most Effective Tactics for 50+• Direct mail• Email• Internet• Social media

5 Subtleties of 50+ Marketing

Agenda#PPPmeet

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– Spans 15-25 years

– Defined by historical events, common experiences

– Different than those that come before or follow after

What is a generation?1901-1924

1925-1942 (Howe/Strauss)

1946-1964 (US Census)

1968-1979 (US Census)

1982 –late 2002

GREATEST

SILENT - MATURES

BOOMER

GEN X

GEN Y/MILENNIALS

Generational Cohorts

Talkin’ Bout My Generation• Born between 1925 and 1942

• Today they are 69 to 86 years old

• Roughly 59 million

• Names for this group include “Silent” and “Eisenhower” generation

SILENT

Mindsets/Attitudes

– Silent?

– Stuffy?

– Invisible?

– Conformist?

or Adaptive?

or Well-Mannered?

or Individual?

or Pick Battles?

Mindsets/Attitudes– Respect (authority),

need to feel respected

– Duty before fun

– Helpers

– Responsible

– Spend only what you have saved

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Talkin’ Bout My Generation• Born between 1946 and 1964

• Today they are 47 to 65 years old

• Between 78 and 80 million

• Can be divided into two parts –Leading Edge and Trailing Edge

BABY BOOMERS

Leading Edge vs. Trailing Edge– Leading Edge: “Make Love, Not War”;

Woodstock; Dylan

– Trailing Edge: “No Nukes”; LiveAid;

The Boss

Mindsets/Attitudes– Selfish? – Hippies? – Never grow up?

or Self Confident?or Hip?or Never grow old?

Mindsets/Attitudes– Optimists, idealists

– As old as I say I am

– Involved

– Busy, busy, busy

– Competitive (especially trailing edge)

– Team players, work towards consensus

– Need to feel valued

– Buy now, pay later

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Putting it into actionDo this

http://www.youtube.com/watch?v=WJkbEPbjqOc

Not that

http://www.youtube.com/watch?v=chIgcMqdK_k

Talkin’ Bout My Generation• Born between 1968 and 1979• Today they are 32 to 43 years old• 46 to 55 million

GEN X

Mindsets/Attitudes

– Cynical?

– Self-centered?

– Lack of optimism for future?

or Pragmatic?

or Self-reliant?

or Realistic?

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Mindsets/Attitudes– Reactive

– Accepting of diversity

– Entrepreneurial

– Feel overloaded with world challenges

– Confident, competent about own abilities

– Take risks to reach big goals

– Drowning in debt

– Earn and save to spend

Tactics for Reaching Boomers & Beyond

Why Print Works

• Tangible

• Fun

• Convenient

• Long-lived

• Proven

• Timeless – and ageless

#PPPmeet

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Char ts for your use: http://www.slideshare.net/CreatingResults

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Free eBook: http://www.CreatingResults.com/SocialSilverSurfers

87%

74%

60%

57%

56%

53%

51%

38%

37%

25%

24%

21%

0% 20% 40% 60% 80% 100%

Travel

Health

Local

Real Estate

Financial

NonProfit

Education

Shopping

Fitness

Senior Living

News

Mortgage

Popular Website Categories - ALL

Popular Categories of Websites

• 40-54 year olds– Most likely to visit travel, local, education, non-profit

• 55-64 year olds– Slight edge w/ visits to social networks

• 65-74 year olds– Most likely to visit news sites (more than 2x rate of

75+)

• 75+– Games 1.5x rate of 40-54 yr olds

2010 RESEARCH

#PPPmeet

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2010 RESEARCH

• What percentage of all respondents over 40 do you think want to engage with a brand on social networks like Facebook?– Less than 20%

– 20-40%

– 40-60%

– 60-80%

2010 RESEARCH

Subtleties of 40+ MarketingMake it real

1. Authenticity is critical

Subtleties of 40+ Marketing Make it real

2. Be sincere

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Make it Easy

3. Stress convenience

4. Deliver great service

Make it Personal

5. R-E-S-P-E-C-T

Subtleties of 40+ Marketing

Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign

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Power up!Generational Marketing

– Provides Insights

– Broadens Your Market

– Educates Your Team

– Builds Your Donor Base401-289-2500 or toll-free 888-205-8899

www.CreatingResults.comBlog www.MatureMarketingMatters.com

Twitter @CreatingResults

QUESTIONS?

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