Baby boomers make up a huge part of the buying public right now. And studies show that women over 50 control a mammoth percentage of the nation’s wealth.
This is a group with buying power, so if your product or service is one that would appeal to them, you’d do well to target them in your promotions.
So are you marketing to boomers? And if so, how are you going about it?
If you start treating them like “old folks” you’ll lose your audience pretty fast – because the majority of today’s “senior citizens” don’t have any intention of feeling or acting old. They’re enjoying activities they didn’t have time for before retirement, and becoming more active than a whole segment of today’s youth.
For them, there’s a whole lot more to do than sit glued to a computer screen or a TV or a video game. They may have some physical issues to content with – but that doesn’t keep them down. So – “old people advertising” is definitely not the way to approach most baby boomers.
Instead, why not subtly appeal to the young people who are still living inside those mature bodies?
Why not capture their attention by evoking happy memories of malt shops, sock hops and evenings at the drive in? Why not remind them of cruising the avenue in a muscle car – and being young and carefree?
Why not incorporate “Golden Oldie” melodies and images into your online marketing? I don’t know any female boomer who doesn’t stop, listen, and pay attention when they hear the strains of a favorite song from the 50’s and 60’s. Many of the men do too.
But it is legal to use it? According to an article on about.com, the music you’d want may well now be in the public domain. Here’s their notation: “Published from 1923 to 1963 – When published with a copyright notice © or “Copyright [dates] by [author/owner]” – copyright protection lasts 28 years and could be renewed for an additional 67 years for a total of 95 years. If not renewed, now in public domain.”
It might take a little research to find out if the melody you want is still protected, but if using it causes baby boomers to linger on your site because being there makes them feel good, it would be worth your time.
What about the images on your site? Almost any boomer will stop for a look at a hot car from the 50’s and 60’s. So why not park one in front of your office (or a beautiful chunk of scenery) for your header graphic?
One of my clients has a 1957 Chevy wrapped with her office logo and contact info – and you can bet it gets plenty of attention around town.