Do you know why?
Because they control nearly 70% of the disposable income in this country…thats why! (source)
So I don’t know about you but as a business owner myself, I want some of that.
Baby boomers are generally adults between the ages of 50 and 68 (as of 2015). Many are at their peaks of income earnings, career status and have clear preferences and habits of what they like and what they don’t (to a degree of course) .
Why is this important to you?
- Higher average tickets
- They got the money to spend
- Potentially more loyal
- They are homeowners
- Multiple members in household
- A recent Forrester Research report noted that “older shoppers are… the most promising demographic.”
The good news for you is that they are easier to reach than you think...
A 2015 survey of 2,000 adults performed by Marketing Charts to find what influences a purchase amongst consumers found that:
... purchase influence among Baby Boomers (ages 50-68), found that more than 3 in 10 survey respondents reporting that direct mail had influenced them to purchase a product or service during the prior 6 months.
Direct mail was more influential than word-of-mouth and online reviews!
And don’t even get me started on how it blew away email marketing, search engine ads (pay per click) and social media…See for yourself:
When you combine that with the fact that this Gallup survey found that 4 in 10 Americans look forward the checking their mail then it is clear that your business marketing strategy needs to seriously consider direct mail.
Not because I say so but because the data says so…I’m just a messenger.
Make Direct Mail Work For You
To put direct mail to work for your business consider the following:
- Allocate at least part of your marketing budget to direct mail - Don’t necessarily stop doing what you are doing (unless it’s not working) but allocate some of those dollars to get started with direct mail
- Choose your target households - You might choose them based on distance from your business, a specific location in Atlanta (or your city), households of a certain income or a certain home value, a zip code, driving distance to your business or a certain demographic among other factors.
- Choose your direct mail format - Postcards, single page letter, brochure, mini catalog, circular, offer envelope to name a few. If in doubt postcards are an economical format to get started with that is good for most businesses.
- Use professional graphic design - Large attractive images, colors and logos that match your business image and are consistent with your brand.
- Write effective sales copy - Less is more when it comes to words. Use strong, benefit minded wording that quickly communicates your value proposition.
- Offer, offer, offer! - If you don’t get anything else right make sure you include a strong, appealing offer in your direct mail that entices the consumer to give your product or service a try for the first time.
In this digital age the time tested effectiveness of direct mail cannot be denied and if you want to attract more Baby Boomers to your business don't ignore the facts, embrace them.