Be Careful Who You Call Old!
Friday, September 29th, 2006 at 6:11 pm by Evelyn Grazini, AC Student and Staff Writer
While more and more baby boomers are getting online, many marketers make the mistake of marketing to them like they are computer illiterate, or ignoring them altogether.
I’m in on the tail end of the baby boomer era - the first of the baby boomers are now over 50 (and you better not call us old!)
According to a recent article in MediaPost’s Marketing Daily, ”. . . when companies do target boomers, the marketing often misses the mark. Nearly one quarter of boomers say that they are insulted by advertising that’s aimed at them.”
The boomers today aren’t gray haired “old people” and they resent being portrayed that way. We look younger, are healthier, and are more likely to be starting a whole new second lifestyle; one that marketers (affiliate marketers included) should pay attention to.
There’s a great niche marketing lesson in all this: If you’re doing affiliate marketing and concentrating on baby boomers, try to find products that will make life easier for a person - without portraying those products as “for old people.”
One good example in the Media Post article above was about a 49-year-old mother who would appreciate a stroller that’s easier to fold up. I think any mother would appreciate this convenience, but the older mom would probably be more likely (and able) to buy this product.
Finding a USP - Unique Selling Proposition - can make the difference between success and failure for most affiliates today. It’s especially important if your business model relies on multiple streams of traffic - articles, organic search, opt-in, link partners - and not just PPC. One way to create a USP that’s hard for your competitors to copy is to write about products in a positive, upbeat, helpful way.
So if you’re targeting us boomers, remember what the Media Post article said. Write in a way that engages us and makes us glad to have found your site, and avoid language that makes us feel “old!”
Do that, and you should be rewarded for your efforts. After all, most baby boomers have more disposable income than the younger crowd. Boomers also appreciate convenience and saving time, since they are likely to have multiple hobbies and activities, as well as a lifestyle that includes traveling to visit grown children with families of their own.
Show us boomers that your merchants offer value and convenience and a great online shopping experience. We’ll be more inclined to buy immediately, and a lot less likely to trudge down to the local discount club to see if we can get the same product or a knockoff for 10% less.
And be careful who you call “old.” Concentrate on what’s always been important – products that make life easier and more enjoyable. Then show us how clicking on your link and buying NOW means better value, more convenience, and extra time in our busy “grown up” lives.
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