Could you please introduce Generational–Targeted Marketing?
Generational-Targeted Marketing Corporation is a specialized marketing firm providing insight into consumer preferences, trends and buying habits affecting the six generations of Americans.
What differentiates Generational–Targeted Marketing from other consulting companies?
We feel it’s critical to know the values, attitudes and lifestyles of every generation existing in America today. One generation can influence another at times, so you might have to plan a marketing campaign that targets both. For example, I doubt that many Americans over 45 buy computer products or electronics without the advice of the younger, more tech-savvy generations.
What are the six distinct generations of Americans you talk about?
G.I. Generation (1901-1924)
Members of the G.I. Generation are avid readers, who prefer sales by mail because customer service « isn’t what is used to be. » As many have trouble with transportation, G.I.s and catalog sales are a natural fit.
Silent Generation (1925-1942) Even though Silents have been financially conservative in general, they are now more willing than ever to spend money on themselves. This wealthy generation feels it’s now-or-never time to splurge for that big-ticket item.
Baby Boomers (1943-1960) This generation is busy. Boomers are juggling kids, parents and jobs, so anything that makes their lives easier or more convenient will appeal to them. They don’t have time to read lengthy marketing efforts. You only have a few seconds to capture their attention.
Generation X (1961-1981) demands an honest, straight-forward approach. No other generation is so market-savvy. Xers have been shopping all their lives – on TV, on the Internet and at the mall as part of their social lives. They expect you to deliver on your marketing promises. Burn them once, lose them forever.
Gen Y (1982-2000) Influenced by their brand-conscious Boomer parents, Gen Ys are attracted to brands at an early age and remain loyal. To Ys, a brand name means a company stands behind its product, the product is of a certain quality and that the brand name will be recognized by their peers.
Generation 9/11 (2001-present) One thing is already clear: this will be a generation that values fitting in. During their formative years, 9/11s are being over-protected — at home, because of the rash of kidnappings; at school, because of Columbine-type incidences; and in society, because of terrorism. An over-protected generation tends to avoid risk and therefore will become a generation of conformists.
In your opinion, are American companies ready to adapt their offer to Baby boomers and Seniors?
Boomers are an attractive market for American companies. Some, like Ford, have even designed products specifically for them, such as the popular F-Series of trucks.
However, I don’t think companies take into account the buying power of Boomer women, the first generation of American women who, in large numbers, have made their own money and are not afraid to spend it. If companies adapt their offers to Boomers, they need to understand more about what motivates women to buy and how Boomer women have different expectations from a buying experience than women from the other generations.
Often, companies miss out on important markets simply because they don’t know them well enough. The moneyed Silent Generation is overlooked as a targeted market almost all of the time. Not only do they buy for themselves, but they are an unusually active market for grandchildren, buying everything from financial products to grand-travel (grandparents and grandkids, traveling together) to computers (so they can email each other) to toys.
What companies or organizations have hired Generational Targeted Marketing’s services?
Business & Industry
• Acxiom
• Allstate Financial
• The Hosiery Association
• Time Warner Cable
• Volvo Car Corporation
Travel & Tourism
• Louisiana Tourism Summit
• Governor’s Conf. on Tourism (NV)
Education
• Tulane University
• University Of Texas
Home & Furnishings
• Color Marketing Group
• New York Merchandising Mart
• Plaid Enterprises, Inc.
Publications & Media
• The National Geographic Society
• PBS-TV
• Reader’s Digest
Miscellaneous
• American College of Cardiology
• Tennessee Valley Authority
• United States Senate
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