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BizReport : Research : February 10, 2009


How to better engage the boomer marketplace

Vitamins, joint pain relief and affordable insurance. These are the domains of marketers targeting the baby boomer generation. But are they the only domains? Not hardly. Baby boomers aren't just thinking about their health and well-being they are purchasing toys from grandchildren, advising older children about first car purchases and even influencing their children's choice in a new car. But finding the right boomer at the right time can be a tough sell. Here are a few tips to better engage the boomer marketplace.

by Kristina Knight

First, where can you find grandparents and baby boomers online? Many are finding joy in social networks, but primarily baby boomers can be found surfing two types of websites: content sites (local newspapers) and product research hubs. Boomers are also heavily involved in email, so this should not be ruled out.

Second, know your market. You may think boomers are product or brand loyal but they are not. Researchers have found that baby boomers need a reason to be loyal such as a good rewards program. Also, grandparents want to be spoken to directly; so target a campaign for grandparents and not to parents who then have to tell grandparents about the program or product.

Finally, don't count out a partnership. A recent Marketing Sherpa report found that financial institutions who partnered with toy companies, for example, to promote the opening of college savings plans. These partnerships allowed both the financial and toy companies to open their lists to another demographic.






Tags: baby boomer, demographic research, Marketing Sherpa, online advertising








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