Generational Marketing is a grand idea. But too many marketers and brand managers seem uninterested in all but a few of those younger generations. They’re seeking brand sustainability, early wrought loyalty and some of the purchasing power of the 20-somethings’ new money.
Understandable goals, all around.
But do they forget the established tendency toward loyalty — and the rock-solid purchasing power — of the generations they habitually ignore?
Gaps in communication only compound the gen-gap. Trying too hard to emulate the lingo of the youngest, they send incomprehensible lingo right over the heads of elders. That’s not just ignoring part of your audience — that's flirting with their annoyance.
Two possible solutions: Spend big like Geico does, on parallel marketing platforms aimed toward every possible age of buyer. Or spend cheap by sticking to the basics, by talking about value and benefits in plain English.
Yes, you should know your audience, and talk right to them. If your only possible buyers are too young to remember the sounds of dial-up, then by all means dazzle them with your hippity-blingy hamsters.
But stop and consider the couple billion older consumers to whom you’re not selling. Ask yourself if your hamsters aren’t gnawing into your bottom line. Ask yourself if you can afford to ignore any generation.
The C4:
- Generational Marketing means fine-tuning your message for the benefit of your buying demographic. It doesn’t mean ignoring or annoying potential buyers.
- Hip lingo and youthful swagger are cute. “Cute” is complementary for only so many brands.
- Every age of consumer is interested in value, in features and in benefits. Talk about those and you’re talking to everyone.
- Don’t send a hamster to do a caveman’s job.
