We last wrote about ways to market your brand or product to Generation Y. Now we’ll highlight the importance of reaching the next demographic
—Generation X.
Getting to know Gen X
Comprising over 50 million Americans (nearly 20 percent of the U.S. population), Gen X includes those born anywhere from 1965 to 1978, give or take a few years. They are often referred to as the “Baby Bust” generation due to the drop in births following the baby boom. Many members of this age bracket come from divorced-parent and/or working-mom families—hence the term “latchkey kids”—making them generally independent, adaptable and often skeptical.
Now moving into their mid-thirties and forties, they are established in their jobs and have families and homes. The good news: most are in the prime of their purchasing power.
Getting past the obstacles
According to Christopher Bachler1, there are a few difficulties you must overcome to reach this audience. Gen Xers are…
- More pessimistic about their financial futures,
- Accustomed to inexpensive, imported goods and less averse to buying them, and
- Suspicious of slick conventional marketing approaches.
It’s always best to opt for a straightforward approach with evidence to back up claims when marketing to Gen X (or to any age group, for that matter).
A recession-plagued generation
Vivian Manning-Schaffel2 says, “Skeptical and saddled with recessions, the members of this age group never really had a chance to embrace shameless consumerism like Gen Y.” Gen X experienced a recession in the early 90s that produced a bleak job market for then-recent college graduates. In the late 90s they had a prosperous job environment with the Internet boom. Unfortunately, many were forced back into unemployment with the recent recession. The up-and-down economy has made many of them wary of parting with their money.
Take the direct mail approach
Direct mail is an effective marketing approach for reaching Gen X. According to a 2005 study conducted by the U.S. Postal Service3, 70% of this group sorts through their mail immediately. Sixty-seven percent read advertising mail every week. Also, 70% of study participants prefer financial direct mail, such as credit card offers, to e-mail or Internet solicitations.
Michael Fleischner4 suggests the following tips for getting the most out of direct mail marketing to any generation…
Ø Know your audience. Really get to know your audience—what motivates them, what annoys them, what they are in the market to buy, etc.
Ø Get the timing right. Have the right offer at the right time. For example, if you’re selling tax software, be sure to market the offer during tax season when it’s on their minds. Also, be sure to leave enough of a window to respond to the offer.
Ø Have a great offer. It goes without saying that a dull offer elicits a dull response. Most people, especially Gen Xers, need to be given a reason to buy. If you have a great offer, place it prominently on the outside of the carrier to entice the recipient to open it.
Ø Present a message that resonates. Be very clear about the value of your product or service to your potential customer. Try different methods of reaching your audience—from lengthier letters to punchy postcards to eye-catching self-mailers.
Reach Gen X using Gen Y tactics
When marketing to Gen X, Manning-Schaffel suggests reaching this group by way of marketing tactics aimed at their siblings, Generation Y. Their younger counterparts grew up in a culture of “pure consumerism,” and their approach to life is “buy, buy, buy.”2 While Gen Xers are more wary, they have the same easy access to the Internet and like Gen Y, they carefully research their options before purchasing. The difference between the two is that Gen Y has always had multiple forms of media at their fingertips, which means that advertisers have had more venues to reach them. For more tips on marketing to Gen Y, view our last issue here.
Works Cited
1Christopher Bachler, homebusiness.com
2 Vivian Manning-Shaffel, brandchannel.com
3 United States Postal Service, usps.com
4 Michael Fleischner, powerhomebiz.com
