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Meaningful Marketing Messages to Boomers

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March 19, 2017 by Scott Howard

I have been reading a series from Mediapost, What We’ve Learned About Marketing To Baby Boomers and this month they published part 3.

Why do I care?

First off, I’ve been studying marketing and advertising for 3 decades.

2nd, the radio station I work for WOWO, has a huge Baby Boomer audience and I want to make sure my advertising partners are doing their best to get a return on their investment with me and other advertising they are doing.

And my wife and I are Baby Boomers too.

Me & the Mrs. I’m the taller one!

Why should you care?

Unless you are in the generation that you are marketing your business to, you may not be tuned in to the most effective methods that resonate with the people you want to invite to do business with you.

My kids are adults, which I find kinda weird because I remember when I was their age and it doesn’t seem that long ago.

Anyway, I work with people who are half my age, I have friends who are nearly 20 years older than me and others that are 30 years younger.  It is important to have an understanding of the differences and how you not only interact but market your business to these different groups of people.

The article from Mediapost has 7 observations.  This one has direct application to what I do on the radio:

Gender tends to predispose responses to voice-overs in broadcast advertising

For example, research tells us that male voices are more knowledgeable when describing technical attributes of a product, while female voices are more knowledgeable when describing a product with references to love, relationships, and caring.

Take a moment and read the other 6 and see how you can apply them to your business.

Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at Scott@ScLoHo.net or 260.255.4357.

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