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Print Marketing for the Generational Divide: Part 1
September 13, 2007

Last week, Richard posted on the generational media divide, requiring marketers to ask themselves whether the media they are using is the right one to appeal to their target audience. It has always been that different generations and different demographics respond differently to media. It’s just that in this generation, marketers are able to respond more quickly and cost-effectively than ever before.

Another important consideration is that understanding the generational divide is not just critical in choosing which medium to use; it’s also critical in how you speak to your target audience within each medium.

Take the shoe market. Clearly, you don’t want to market orthopedic shoes to teenagers. But what if you could take your knowledge of the make-up of your target audience to change—not just the products you market—but the tone and the message of each piece? 

•    To prospects (or customers) in the 20–30 demographic, you might use “hip” –er lingo (do they still use the word “hip?”), incorporate references to texting, IMs, morning Starbucks addictions, or the mobile culture.

•    In the 40s demographic, you might slant the pitch towards the impact of your products and services on families and young children.

•    In the 50s demographic, you might want to slant the pitch toward professional achievement or preparing for retirement.

•    In the 60s demographic, you might capitalize on the angle of empty-nesters or having more disposable income.

What products and services do you offer? If you could break up your direct mail campaigns (or create them in the first place) by demographic, how would you speak to each target audience differently? How might that impact sales?

How much does this cost? It’s expensive, right? In the next post, I’ll look at the real-life costs of producing a personalized campaign. You might be surprised just how little 1:1 communications actually cost—and how much this minimal investment can impact the bottom line.

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As a side note, in my last post, "Marketing Smart With Digital Print," I discussed a variety of applications and opportunities opened to marketers through the use of electronic, toner-based printing technology ("digital printing). Since that time, The Industry Measure has released a digital printing primer, "Digital Printing: Transforming Marketing for Small, Mid-Sized, and Large Businesses." The primer includes adoption data, case studies, and key takeaway points for marketers looking to explore these opportunities in further detail.

Posted by Heidi Tolliver Nigro on September 13, 2007 | Comments (0)