Why You Should Consider Direct Mail when Marketing
to Baby Boomers
Marketing to Baby Boomers sometimes defies conventional wisdom. Even with the rapid rise of the Internet in the last decade, direct mail advertising is still a valuable strategy for marketing products and services, perhaps especially so when marketing to Baby Boomers. Age is a widely used demographic in developing direct mail lists, with baby boomers representing the largest of these age groups.
Age is a widely used demographic in developing direct mail lists, with Baby Boomers representing the largest age group. Born between 1946 and 1964, Baby Boomers represent 27.5% of the U.S. population. The post World War II years saw a big spike in births in the United States, which is how the “Baby Boomer†term was coined.
Read on to see why direct mail defies conventional truths to still play a valuable part of your strategy, especially when marketing to Baby Boomers.
Baby Boomers - Defying Conventional Marketing Wisdom
Growing up in the 1960's, Baby Boomers have been characterized in the past as rebellious, challenging norms in the tumultuous times they came of age. As Baby Boomers start to enter their 60's and head toward retirement, they are again defying conventional wisdom, but in a much more subtle way.
One commonly held perception of older consumers is that their spending slows down, as increasing age breeds financial conservatism. Studies indicate that, however, Baby Boomers are more liberal with their money than their predecessors – viewing this phase as the reward phase of their lives. For example, over 80% of travel and 50% of luxury vehicles are purchased by Baby Boomers.
Another perception is that older people don't change brands. But consider that perhaps due to the fact Baby Boomers came of age in the experimental 60's era, Boomers are just as likely as those under 40 to try new brands, a sharp diversion from preceding generations and great news for direct mail marketers.
Boomers are busy people, preferring to remain active in their golden years rather than kicking back. Over 80% surveyed said they plan to continue working into their 60's and many will go back to school, start a business or pursue another career in retirement. This fact also presents direct mail marketing opportunities, as retiring Baby Boomers seek new opportunities for learning and leisure.
So Why is Direct Mail So Effective in Marketing to Baby Boomers?
Tremendous opportunities for direct mail marketing are found in Baby Boomer habits when it comes to their mail. Despite the fact that Boomers spend more time on the Internet than any other generation, they are much more likely to browse catalogs and read direct mail postcards than the under 40 crowd.
For example, over 95% of Baby Boomers say they sort their mail when they bring it in, and 79% bring in their mail the day it is delivered. They believe print postcards are easier to use and store than electronic information.
A meager 12% of Boomers see themselves exclusively using the Internet to shop as opposed to browsing a catalog or visiting a store.
This leads to one of the biggest reasons why Baby Boomers are ripe for direct mail marketing: they highly value privacy and security - as many as 72% of Baby Boomers worry about providing personal information online. As such, they are more likely to respond to offline methods of marketing such as direct mail.
Consider this – the Boomer generation accounts for 58% of all health care spending, a number which no doubt will grow as more Baby Boomers enter retirement. Since security and privacy are big concerns, direct mail is an ideal vehicle to reach these consumers with sensitive, private information such as their health care.
In conclusion, it can be seen that Baby Boomers have more disposable income and are open to new brands. They are entering a reward phase of their lives in which they will splurge on top-end luxury items. And most of all, they value the privacy and security a print postcard or full-color brochure offers as a means of contact and response. Direct mail remains an effective way to reach this large block of consumers.
Do you have a product or service you market to Baby Boomers? Custom printing service Online Prints has all of the resources available for you to design and print a postcard or full-color brochure and target this powerful demographic, with its over $2 trillion in purchasing power, through direct mail services.
Contact us today and let direct mail marketing increase your sales and grow your business.
