As much of the marketing world focuses on new ways to woo and dazzle the highly coveted millennial generation, some companies are setting their sights on an overlooked (at least by advertisers) group: baby boomers.
“The group is the forgotten generation,” said Robert Passikoff, president of Brand Keys. While the millennials are sharing stuff, boomers are buying stuff, Mr. Passikoff said.
Larry Light, a co-author of “Six Rules for Brand Revitalization,” added: “They’re just as large as the millennials in numbers. And they have huge discretionary income.”
In addition, many companies see millennials as the future. Catch them early enough and you may have a lifelong customer. But that’s not necessarily the case, experts say. Tastes and passions change frequently for younger people. But boomers, once they have connected with a brand, can stay loyal for years, said Scott Gulbransen, director of communications for AARP Nevada.
With hotels and resorts, it gets trickier. Not many resort-style destinations want to showcase seniors in bathing suits lounging by their pools in ads. That’s where dual marketing comes in, in which a company uses different videos, photos and messages to market to different age groups.
Janet Morrissey. Baby Boomers to Advertisers: Don’t Forget About Us.
New York Times