Baby boomers, consumers born between 1945 to 1966, have long been sought after by many marketers especially as it pertains to the travel and food and beverage industries. Research shows this generation has the disposable income and the time to travel as well as invest in more in food and beverage products tied to health and wellness.
Allen Marketing Communications, a boutique NYC PR travel and lifestyle agency, advises our clients there are different variables to consider when targeting baby boomers. For starters, personal touch is important with this group to build trust and garner their support for your product or service.
So, how do you capture the attention for the savvy, discerning baby boomers? Here are a few trends to consider when marketing to baby boomers.
New Twist On Something Old
In this digital age, many marketers are focused on social media channels such as Facebook, Instagram and YouTube to help move the needle for many of their products of services.
However, this generation remembers direct mail, reading newspapers and magazines and even talking to a trusted advisor to gather information about a particular product or service.
According to Small Business trends, “Online brochures and YouTube customer testimonials are two techniques that bridge the gap and will appeal to this target audience.”
When marketing to this generation on social media, it is important to create a platform for this group to ask questions and give their opinions.
Baby boomers are often the ones leading the way with multi-generational travel – grandparents traveling with their children and grandchildren. Multi-generational travel is an ideal way to hold mini-family reunions, to embark on a cultural tour or even a trip to trace a family’s ancestry.
This group has the disposable income to cover expenses associated with the multigenerational travel and destinations, hotels and cruises are wise to offer travel experiences to appeal to the different ages in the traveling party.
Health Oriented Food and Beverage Products
Baby boomers have led and they continue to lead the way as it pertains to organic, natural foods. This group grew up in an era when people started to think about the health impact of having pesticides on their food.
This generation has influenced the general public to adopt a healthy, holistic diet and lifestyle often inspiring dietary crazes featuring a low-fat and low carb diets.
As the CBD-infused products are all the rave at the moment, our travel and lifestyle public relations professionals understands that this generation are open to trying CBD-infused products to alleviate a particular ailment.
Plant-based products such as sushi and hamburgers are tapping into this group’s overall philosophy for maintaining a healthy lifestyle.
A user-friendly, easy to navigate website is important for the baby boomer generation. Quick, easy to read content which gets to the point will appeal to this generation.
It helps to have a chat feature on your website with a live customer service representative who can answer any questions this baby boomer generation may have as they are surfing your website.
Our travel and lifestyle public relations team understands baby boomers are brand loyal. This generation has worked hard during their career and they are willing to invest in right food product or travel experience.
We are here to help. Give us a call.