How well do we know the Baby Boomers? Apparently not to well. According to the third Quarterly Boomer Report, released April 15, by AARP Services and Focalyst, there are 10 myths, which surround the Boomers.
Of the 10, three should be of particular interest to PR professionals.
Myth #7 – You can capture Boomers with mainstream advertising.
False: Offensive advertising is likely to turn away 67 percent of Boomers, according to the report. More than 66 percent of Boomers believe advertising has become crude.
Take away message: Crude advertising may appeal to a younger generation, but it is not appealing to Boomers.
While PR professionals are not responsible for marketing and advertising campaigns, they do work closely with these two departments. It is up to the PR professionals to steer the advertising and marketing professional away from the one size-fits-all campaigns.
Myth #6 – Boomers are brand loyal and will not switch.
False: Brand loyalty is a thing of the past, according to the report. Sixty-one percent of Boomers agree that “in today’s marketplace, it doesn’t pay to be loyal to one brand.”
Take away message: The big question here is why?
PR professionals need to understand what is driving the Boomers away. This is were blogs will come in handy. Customer concerns, complaints and questions will open the door to rebuilding brand loyalty.
Myth #3 – Boomers are technologically challenged.
False: Boomers are technically savvy. According to the report, the evolution of computers, the Internet and e-mail took place while Boomers were still in the workforce. Eighty two percent of Boomers use the Internet beyond e-mails. Instant messaging, downloading music and/or movies, financial transactions and online gaming are part of Boomers daily lives.
Take away message: PR professionals can capitalize on the Internet. Movies, financial transactions and online gaming are three areas to focus for this demographic. Simple, tactics can help engage the attention of Boomers.
The remaining six myths will also help shed some light on this significant population.
Myth #9 – Boomers are downsizing their homes
Myth #8 – Most Boomers are married empty nesters
Myth #5 – Boomers are all wealthy
Myth #4 – Boomers are winding down with age
Myth #2 – Boomers are the “Me Generation”
Myth #1 – Boomers are all the same
Understanding the target audience is an essential step toward regainig brand loyalty, as well as what makes this generation tick.
Gaming would be an interesting way to capture this audience. A simple, sophisticated approach may be all it takes.
3 Comments
April 20, 2008 at 8:01 am
I, too, found the report on boomer myths of value.
I write a blog for boomer consumers at The Survive and Thrive Boomer Guide at http://boomersurvive-thriveguide.typepad.com.
Rita
April 24, 2008 at 5:17 pm
I found this post enlightening. No one ever thinks about the truths, and we simply see everyone as the same person. I especially agree with the internet myth, as my grandfather is the one who I call when I have computer problems. Also, I think that the boomers are much more open to the advertisments we see everyday, and they realize the crudeness that we may not.
I enjoyed your post!
April 24, 2008 at 5:39 pm
I found this post interesting, as both my parents are baby boomers. Commenting on the 3 targeted myths:
Myth 7 (Advertising) – Many baby boomers do believe some advertising is over the top. In their day, swearing wasn’t even permitted on TV! Advertisers know this, and they generate their ads to be specific to target audiences.
Myth 6 (Brand loyalty) – I believe many baby boomers used to be die-hard brand loyalists. I remember my father telling me that if I bought a foreign car, I could not park it in his driveway! However, times have changed and I believe they have adapted. From my perspective, product quality and price are the key considerations today.
Myth 3 (Technologically challenged) – I believe this topic has many variables that can apply to any generation. It depends on the individual and their interests. For instance, my Mother is very savvy on the computer. My father has never touched one. But, my Grandmother sends me an email every day. Hmmm. Reading what I just typed, maybe females are more apt to show an interest than men. Then again, maybe not.
Here is a site my Mother frequents:
http://www.aginghipsters.com