AMiable Solution #71: Marketing to Generation Xers

Are you targeting Generation Xers, those sandwiched between the Baby Boomers generation and the Millennials generation?  Direct mail may be your best option for reaching them.

                         

According to a brochure issued by the U.S. Postal Service (USPS), “Gen X, Gen Y, and the Mail,” Generation Xers have a great appreciation for mail but for different reasons than older generations.

Unlike Baby Boomers, who grew up using mail for personal letters and other correspondence, Generation Xers use mail largely in terms of commercial opportunities. A study conducted for the USPS showed that 86% of Generation Xers bring in the mail the day it’s delivered, 75% think the mail they get brings value, and 74% read advertising mail.

How can you make sure you’re making the most of your direct mail opportunity to Generation Xers?  Jay Ehret, founder of The Marketing Spot, a marketing education and resource center for entrepreneurs and small business owners, suggests making a very clear and honest offer, preferably with a money-back guarantee.  Generation Xers don’t like to be told what to do, so he suggests giving them facts and letting them make the decisions for themselves.

Ehret also says Generation Xers are more diverse than previous generations in terms of race, class, religion, ethnicity, and sexual orientation and suggests celebrating that diversity in your marketing.

Finally, since Generation Xers tend to be less traditional than other generations, your efforts can be more personal.  Ask for feedback and share information with them regularly.  Use an informal communication style instead of slick marketing pitches.  And utilize recommendations from their peers.

AMiable Solution #70: Marketing to Millennials

Marketing to Millennials, those born between 1980 and 2000, can be tricky. After all, they know more about technology and gadgets than any other generation.

How can you capture your millennial audience’s attention without inventing new bells and whistles? Do more than appeal to their emotions. Take them back in time.

If you think Millennials aren’t old enough yet to get nostalgic, consider how many companies have already loaded up the nostalgia bandwagon with nods to the 90s. Internet Explorer created a 90s-inspired commercial celebrating its origins, Nickelodeon started re-airing 90s sitcoms, Volkswagen and Honda incorporated iconic 90s characters in their ads, and Pepsi reverted back to 90s product formulas and packaging.

Can’t remember what was popular a month ago?  Walk with us down memory lane.

In the 90s, the Internet came alive, lively neon colors rocked just about everything, everyone’s favorite boy wizard—Harry Potter—made his first appearance in print, reality television got its start on MTV, a hair style dubbed “The Rachel” became popular thanks to the TV show “Friends,” another group of friends chronicled the highs and lows of high school life in a certain Beverly Hills zip code, and pretty boys and grunge boys alike set teen hearts aflutter.

Giving your marketing some 90s nostalgia can—and should—be fun. Helping any consumer, particularly Millennials, remember “the good old days” makes your organization and your product or service more accessible. No batteries required.