October 2015

Viewing posts from October , 2015

Generation X – Often Overlooked but Never Forgotten

The defining years of Generation X – early 1960s to early 1980s – weren’t necessarily home to any catastrophic world events, but were instead characterized by skyrocketing divorce rates and the rise of the computer as a new and universally available form of technology.  Members of this generation – as with others – are diverse, but they share some common characteristics.  Among these are the universal need to be independent and self sufficient, as well as a level of consumer skepticism unrivaled by other generations. Bearing these characteristics in mind, we can better identify how to tailor marketing messages specifically to this unique generation.

 

Message Appropriately

Given the fact that Gen Xers grew up in a time when divorce rates began to rise and overall loyalties shifted at a much more rapid rate, the marketing techniques and messages that Gen Xers crave are significantly different from those of both their predecessors and successors.

Gen Xers are typically cynical, but tend to respond to clever, unorthodox messaging that is also family-friendly.  The majority of Gen Xers are now parents or part of a larger family structure, so the emphasis they place on family values should be reflected in messaging.  Moving images with minimal copy and emotive, clever presentation frequently elicits a response from this crowd.

 

Provide Reassurance

Due to their emphasis on self-reliance, Gen Xers are among the most skeptical of generations, questioning the advice and opinions of authority figures on a variety of levels – from parents to politicians.  They take nothing at face value, demanding facts to substantiate any claims made by companies and brands alike.  This makes it increasingly important for companies to provide product or service reviews, extended warranties, or other guarantees that the customers are indeed getting something worthwhile and ultimately what they were promised.

 

Focus on Quality

Due to age, those falling into the Gen X category are typically at more stable points in life than their Millennial successors.  They tend to be a bit more “settled” with regards to career, relationships and other facets of daily life.  This stability is also reflected in the financial lives of this generation, as they tend to make more money than their parents did when they were at the same points in life.  Gen Xers wield a substantial amount of spending power among today’s consumer base, and are very aware that they have that control.  They desire quality over quantity, and are willing to pay the price difference in order to get it.

 

Provide Options 

While Gen Xers share some common characteristics, they are about as diverse as they come in terms of interests and purchasing preferences.  For that reason, providing options is vital.  If it’s services that you’re selling, provide service “levels” that allow the individuals to feel as though they are in control of the buying decision.  This will put them in charge of determining which product or service best suits their lifestyle and ultimately increase the likelihood that they will make a purchase.  Gen Xers are people that love to be in control, and when you forfeit your right to act as decision maker for them, they tend to respond positively.

 

Let Holland Help

If your company is in need of a full-service ad agency that brings unsurpassed expertise marketing to a variety of generations – including Generation X – Holland Advertising: Interactive is here to help.  We have decades of experience tailoring our clients’ messages and marketing campaigns to more successfully reach the target demographics.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results. For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

The Importance of The Silent Generation in Healthcare Marketing

The “Silents” – so called due to their apparent lack of voice when compared to the groups who preceded and followed them – are comprised of those born in the late 1920s to mid-1940s.  They are a group that witnessed quite a few catastrophic world events – including The Great Depression and World War II – and have learned to adapt to the direst of circumstances.

This generation is on the older end of the age spectrum, meaning that healthcare is needed on a variety of levels – audiology, optometry, dentistry, etc.  This provides an opportunity for healthcare practitioners and healthcare marketing agencies alike to capitalize if they truly understand the generation, their desires and their values.  If you understand, then you can tailor marketing messages to be delicately received by those individuals.

Here are a few things to take into consideration that will help you more successfully reach this demographic.

 

Emphasis on Family

The Silent Generation grew up in a time when family was often what carried them through the worst of times – economic depression, war, general civil unrest, etc.  This generation experienced a lot, and they tend to hold onto the same family values that got them through previous times of distress.  Oftentimes, they even value the well-being of their family over themselves.

If you’re a healthcare marketing agency attempting to reach this demographic for a client, consider promoting the service in a way that would demonstrate how the healthcare services provided by your client would help them better enjoy time with family or would benefit the family in general.  Many of The Silent Generation would be more likely to respond and seek medical attention if they were made aware that they wouldn’t be the only party benefiting from the service.

 

Driven by Bottom-line and Results 

The Silents are a generation driven by getting the most bang for their buck.  They lived through times that made them appreciate the value of a dollar, and for that reason they expect to see a return on their investment.  As a healthcare marketing agency, it is vital to take this into consideration.  If you have the ability to integrate even something as simple as a quote from an authority figure, it will help your cause and further establish your client as credible.

Additionally, The Silents want results.  If you have access to a specific success rate, success stories or have the ability to offer a money-back guarantee for your services if the consumer isn’t satisfied, that significantly increases your perceived credibility.

 

Traditional Forms of Marketing Preferred

Though many of the Silent Generation do in fact have social media accounts and access to the Internet, they are by no means tech savvy.  For this reason, a perfectly balanced combination of traditional marketing techniques is often ideal.  Consider direct mail pieces, newspaper ads, etc.  Though overall newspaper readership is down, the demographic that most frequently subscribes is the 65-plus population, meaning that if done appropriately and messaged accordingly, there is a good chance of eliciting a response.

 

Simplicity is Best

The Silent Generation is an aging generation, and one that frequently has difficulty with sensory perception.  This means that they often have difficulty reading fine print or copy that is light in color, as well as difficulty absorbing cluttered imagery or text.  Make print, ad and web design as simple to digest as possible. Stay away from collages or an overwhelming amount of graphics, copy that overlaps or requires work to understand.  Make navigation simple, as navigation that requires a lot of effort can be overwhelming and steer potential Silent Generation consumers away.

If your company is in need of a healthcare marketing agency that brings unsurpassed expertise marketing to a variety of age groups – The Silent Generation included – Holland Advertising: Interactive would love to help.  We bring decades of experience tailoring our marketing messages and campaigns to specific demographics – including lifestyle, age, etc.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results. For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.