Perhaps my bias towards Marketing as Service is a generational thing. A recently published study from TV Land (okay, I know they aren’t exactly the benchmark of research excellence) noted that baby boomers more than other groups are looking for substance over sizzle in both products and the ads that tout them. Here’s a quick overview of the findings from the Center for Media Research:
Boomers will consider new brands if the product or service is more useful, functional and provide the most benefit/value. Unlike Millennials and Gen Xers they are less likely to be influenced by the notion that the brand is more prestigious or the latest style. They are not afraid to change for something they feel will improve their lives, notes the report.
Ninety-one percent of people in their 40s and 50s want the brand to provide more value versus 83% of Gen X and Millennials. The study found that Boomers are less interested in “teaser” ads that create a mood but do not offer much in terms of substance, though more likely to enjoy ads with humor than their younger cohorts.
Since Adults 40-59 tend to make purchasing decisions informed by what products and/or services will make life easier for them, it follows that the advertising that resonates with them is the kind that explains the products’ capabilities and describes why the product is superior, concludes the report.
Since there are about 78 million boomers hangin’ around (hopefully for many more decades), ensuring that your marketing appeals to them is not a dumb idea. Especially since its not all that complicated. Simply think about how you can make your marketing (and your products) more useful to boomers and they will respond by being useful customers.