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5 Ways to Market to Baby Boomers.

With the crush of all things social these days. I want you to look at this Facebook stat.

– 3 million age 25-34
– 380,000 age 35-44
– 310,000 age 45-63
– 100,000 users age 64+

I know, it’s tough to ignore the 24-34 demo. but more importantly are the “other” almost 800,000 Facebook users. Even more so are the Boomers who use Fcaebook. these are technologically “hip” users who have adopted quite nicely to social networking.  But that’s not the point here. The point is that because of the fracturing of all things related to advertising, marketing and how it now translates to the internet, grabbing eyeballs has become more about marketing to niche’s.

Which leads us to a very wealthy niche. The Boomers. Anyone born from 1946 to 1964. This is a very materialistic group that spends a lot of money and thus  a group that you need to market to.  So below are 5 ways to market or sell your product to them:

1)  First off they have the cash and they are going online to find out how best to spend that money. More importantly, they are looking for ways to invest that money. Using the internet as a vehicle to educate, inform and advise the growing boomer nation is a great way to market to them Niche #1: The internet. Niche suggestion: Retirement and Real Estate web sites.

2) The Second way is to don’t assume that #1 is true. Boomers are cocky, they still think they can do the things that they did in their 20’s and 30’s. Because they have the money, they will do or try things like new hobbies, new toys, new families. new gadgets. Niche #2 is to advertise products that speak to the fountain of youth. using the internet, print and television and cell phones. Don’t forget the power of mobile marketing.

3) With nothing better to do, Boomers will want to start-up a new business, invest in a new business, start a new career or go back to school to learn a new trade or craft. Niche #3 Education. Investing in New Businesses, and Starting a new company.  Higher Ed schools have not tapped this to its fullest potential.

4) Social Networks. You have 800,000 people on social networks that are boomers, what are they doing? What are they talking about? Is it where the next party is? No that would be the 18-25 demo. The folks are talking about the first 3 niches. They are talking about new ideas, new ventures, and wondering where to turn. They are at their most viral. If they find a site or source or resource that gives them a warm and fuzzy, you’ve got them all.

5) Health Care and Insurance and Travel. These are some of the most talked about topics with boomers. Pick a niche and they will finid you. But make sure you tailor and cater to the fact that your audience is not the 25-33 demo. You cannot speak to them the same way. Do some homework.

If you can wrap your arms around this group, then the sales will start flying. the key is to understand that you have to drill down to the niche. Think long tail key word…It’s a term we use in internet marketing and SEO but it really applies here in that you don’t want to market just to baby boomers. You wan to pick a niche, and then a niche of the niche.

What do you think it will take to get them to part with about a trillion in spending power?

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2 Responses to “5 Ways to Market to Baby Boomers.”


  1. 1 Beverly Mahone October 18, 2007 at 6:18 pm

    Very interesting perspective. Here’s another one you should read:
    “All Baby Boomers are NOT Alike” http://www.boomerworld.blogspot.com

    Thanks!

  2. 2 Crystal Henrickson November 28, 2007 at 8:13 pm

    Thank you – I’ll be sending this to my client – who has a great insurance product for people 50+. If a boomer is reading this – please comment : Is the fountain of youth marketing too cliche?


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Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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